Founded in 2013. The most important issues in the electronic research journal are construction of social relations in the sector of leisure and recreation services, which is based on cooperation and integration of social sciences and researchers.
Lietuvos sporto universitetas / Lithuanian sports university
Follower Engagement With Published Content on Facebook: The Case of the Lithuanian Football A League
Background. Social media platforms have become a primary tool for sports organisations to communicate with fans, shifting from simple information dissemination to fostering emotional engagement. In the context of professional football, understanding which content dimensions and formats drive follower interaction is crucial for effective strategic communication. Aim. The aim of the study is to assess the impact of content posted on the Lithuanian Football A League’s Facebook page during the 2025 season on follower engagement. Methods. The research employed scientific literature analysis and empirical data collection through content analysis. A total of 1,080 posts on the Lithuanian football A league’s Facebook page were analysed. Follower engagement was measured using the Engagement Rate (Romero-Jara et al., 2023) metric across different content dimensions (Sport, ESG, Marketing, Institutional, Commercial) and formats (Photo, Video, Text). Results. The findings revealed that while the sport dimension dominates the communication flow, the highest relative follower engagement is generated by social responsibility (ESG) content and video format. In contrast, commercial posts showed the lowest engagement levels. The results indicate that the current strategy focuses on informative sport content, while interactive and emotional storytelling remains underutilised. Conclusions. Lithuanian football A league primarily functions as an informer on Facebook, only partially exploiting the potential for deeper follower engagement. To enhance engagement, the organisation should diversify its content by increasing the frequency of video formats, behind-the-scenes insights, and interactive elements, moving from a one-sided information stream towards community-oriented communication. Keywords: Social media; sports fans; fans engagement; football A league
Copyright (c) 2026 Author(s). Published by Lithuanian Sports University. https://creativecommons.org/licenses/by/4.0
Theoretical basis for the perception and identification of organisational reputation
Topic relevance. An organisation’s reputation is one of the most important factors determining its long-term success and competitiveness in the market. A strong reputation not only helps the organisation attract new customers and partners, but also strengthens consumer trust. Service organisations are sensitive to environmental changes; thus, reputation has experienced various challenges related to scandals, regulatory violations, and public opinion in recent years. Therefore, it is important to assess how an organisation’s reputation is perceived from the consumer’s point of view and what measures could contribute to strengthening its reputation. Research problem. Although an organisation’s reputation is recognised as an essential management and communication tool, there is a lack of a unified theoretical model explaining how various stakeholders perceive and identify an organisation’s reputation, and what cognitive and social processes determine this perception. Practical gap. There is not enough systematic explanation of how different groups (employees, customers, partners, society) interpret the characteristics of the organisation’s activities and form the image of reputation, and what mechanisms they use for this reputation identification. Theoretical context. In many disciplines (public relations, organisational behaviour, social psychology), the processes of reputation perception and identification are studied fragmentarily, therefore there is a lack of synthesis that would allow creating an integral theoretical basis for explaining this phenomenon. Research objective. To create and develop a theoretical disclosure that defines the processes of organisational reputation perception and identification, distinguishing the main concepts, mechanisms and interrelationships. Structural objective. To investigate and analyse the main concepts of reputation perception and identification, to distinguish their attributes, antecedents and consequences, and to create an integrated theoretical basis that reflects the cognitive and social processes of interested parties. Applied objective. To provide conceptual guidelines for further stages of empirical research, allowing for more accurate measurement of the dimensions of reputation perception and identification in organisational research. Research objectives: To define the theoretical concept of the organisation and the modern organisation. To identify the significance of organisational reputation and its formation for the organisation. To reveal the factors influencing the reputation of the organisation on consumer trust in the organisation. Methods. Analysis, synthesis, interpretation, and generalisation of scientific literature. Results. An organisation is a structure in which people or groups of people coordinate their activities to achieve common goals, having a clear hierarchical management system and regulated activities that ensure efficiency and control. Classical organisations usually follow a traditional structure, where decisions are made from the top down, but today’s organisations are increasingly seeking more flexible models that would allow for faster response to changes and promote innovation. Modern organisations are dynamic and able to adapt to a rapidly changing environment, integrating innovations and technologies into their operations. They not only respond to market changes, but also actively initiate them, seeking competitive advantage and long-term growth. Organisational reputation is a dynamic and complex process influenced by many factors, both internal and external. Internal factors, such as organisational culture, values, and employee well-being, are key elements determining an organisation’s reputation, but external factors, such as market dynamics, social responsibility, and innovation, also have a significant impact. Effective reputation management includes both proactive and reactive strategies that help an organisation maintain its positive image and ensure long-term competitiveness. An organisation’s reputation has a significant impact on consumer trust. A well-established reputation helps build long-term relationships with employees, customers, investors, and other stakeholders. Companies that demonstrate transparency, behave ethically, and actively contribute to social responsibility are more likely to receive positive reviews and hold strong relationships with consumers. Trust remains a key factor determining an organisation’s long-term success and competitiveness in the market. Keywords: reputation, organisation, modern organisation, consumer.
Copyright (c) 2025 Author(s). Published by Lithuanian Sports University. https://creativecommons.org/licenses/by/4.0
Implementation of social responsibility activities in sport organisations
Relevance and novelty of the article. Sport organisations are increasingly faced with growing expectations from the society, sponsors, and local communities to contribute to solving social and environmental problems. Fans particularly value corporate social responsibility (CSR) initiatives as an important part of forming their identity and loyalty (Tavares et al., 2023). In addition, CSR activities strengthen the financial stability of sport organisations and improve stakeholder satisfaction, which confirms their strategic value in the context of sustainable development (Chen, 2025). Finally, international standards and national sport strategies require greater transparency and accountability – CSR becomes not only a means of maintaining reputation, but also an essential part of the organisation’s operating philosophy. Although comprehensive CSR models are proposed in the global literature (e.g., Yang et al., 2024), in the regional context – especially in Lithuania and organisations in similar markets – there is a lack of empirical studies examining the real implementation of CSR initiatives in everyday practice. In addition, most studies are limited to declarations or retrospective reports, and grounded theory (grounded theory – measured theory), which refers to a qualitative research methodology, the essence of which is to derive (“measure”) the theory directly from the collected data, rather than applying an already existing theoretical model in advance. Models developed on the basis of which educational, health, communication, and ecological responsibility dimensions are distinguished (Zargar & Rynne, 2023) have not yet been practically tested in Lithuanian or Baltic sport organisations. Therefore, the orientation of this study towards the implementation and evaluation of social responsibility (SR) activities fills a clear scientific gap and provides practitioners with specific guidelines on how to effectively integrate CSR activities into their strategic management. Despite the increasing attention to this topic on a global scale, in Lithuania (or in the specific region) there is a lack of empirical research revealing the real practice of sport organisations, the content of activities, implementation challenges, and impact. This topic remains insufficiently researched at the local and national levels. Research problem. Does the implementation of SR activities have an impact on employees in a sport organisation? Research object. Implementation of SR activities. Research aim. To investigate how SR activities are implemented in sport organisations and what significance they have for the organisation’s activities and stakeholders. Objectives: To reveal the concept of SR. To discuss the content of SR activities in a sport organisation. Research methods: Analysis of scientific literature. Analysis of statistical data. Questionnaire survey. The results. The concept of SR in a sport organisation has expanded from traditional charity-based activities to a complex strategic approach that includes both external and internal responsibility. Modern SR focuses not only on social projects or environmental protection, but also on employee well-being, emotional state, equal opportunities, work-life balance, and strengthening team culture. These measures are becoming an important part of the organisation’s strategy, especially in the sport sector, where employees experience greater emotional and physical stress. Analysis of research results shows that integrating SR activities into organisational management helps create a more sustainable, competitive, and ethical organisation, and the content of SR is constantly expanding in response to the expectations of employees and society. Employee well-being is a multifaceted phenomenon that encompasses physical, psychological, social, and professional well-being. A review of the research results has shown that areas such as emotional health, work-life balance, career opportunities, and a safe working environment are particularly important in the sport sector. Psychological capital, support from managers, and the involvement of organisational representatives in decision-making strengthen employee satisfaction, motivation, and loyalty to the organisation. Keywords: social responsibility, work environment, employees, sport organisation.
Prospects for the Development of Human Resources in the Republic of Kazakhstan
Background. This article examines contemporary economic development, which requires specialists to seek innovative approaches. The global community faces the challenge of preserving existing resource potential and utilising it rationally. Tourism is undoubtedly a tool to combat said challenge, as this economic sector not only utilises the country’s natural, cultural, and historical heritage to create a high-quality product but also preserves these resources through their popularisation among the general population. Research problem. The most important task facing Kazakhstan is to fully unlock its resource potential. This involves not only developing all aspects of the economy, industrial, and agricultural sectors, but also creating a high-quality system for developing human potential – the most important resource for any country. The training of specialists should be focused on a vocational education system that develops competencies in demand in the labour market. The aim is to consider the prospects for the development of human resource management in the Republic of Kazakhstan, since the training of specialists should be focused on the system of professional education for the formation of competencies in demand in the labour market. Methods. 1) Analysis and research of scientific literature; 2) Analysis and processing. Results. It was found that human resource management is broader in scope, encompassing not only the professional activity but also the entire range of processes that directly or indirectly influence all characteristics of human resources, i.e., their potential capabilities (professional, physical, intellectual, and spiritual). Thus, the training of highly qualified specialists capable not only of performing their job duties but also of organising, managing, and systematising work is an important task for the economic development of the Republic of Kazakhstan. Keywords: Tourism; specialist training; human resource management; labour market; labour resources
User Satisfaction With a Subscription-Based Sports Content Platform
Background. The popularity of digital subscription-based sports content platforms continues to grow, making the assessment of user satisfaction increasingly important for ensuring service quality, user loyalty, and subscription continuity. Despite the growing significance of such platforms, there is still a lack of research examining the factors influencing user satisfaction in the context of sports organisations. Aim. To determine user satisfaction with the subscription-based sports content platform Žalgiris Insider. Methods. A qualitative research approach was applied. The study involved four players from the Žalgiris-2 basketball team who, as members of the professional sports system and active participants in the organisation’s community, shared their experiences of using the Žalgiris Insider platform. Data were collected through semi-structured interviews and analysed using qualitative content analysis. Results. The findings revealed that users positively evaluate the quality and relevance of the content provided by the Žalgiris Insider platform. Interview participants emphasised the platform’s ease of use, exclusive behind-the-scenes content, emotional connection with the team, and a favourable price–value ratio. Informants indicated that the platform generates positive emotions and increases user engagement. Although no major shortcomings were identified, participants suggested enhancing interactivity, expanding content diversity, and introducing additional features. Conclusions. The results suggest that the Žalgiris Insider platform provides users with both informational and emotional value. The platform strengthens users’ connection with the team, encourages engagement, and creates a positive user experience. The findings indicate that exclusive content and closer access to team activities are important factors contributing to user satisfaction and the continued use of the platform. Keywords: User satisfaction; sports content; subscription-based sports content platform; Žalgiris Insider
Future Tourism Markets: Between Digitalisation and Humanity – “Coffee Road” Vision of Tourism
Relevance and novelty of the scientific approach. In recent decades, tourism has undergone fundamental changes that have changed the concept of travel and its social meaning. Global shocks – the COVID-19 pandemic, the war in Ukraine, the effects of climate change – have not only limited physical movement, but also prompted a new rethinking of the value and motives of travel. The modern tourist increasingly perceives travel not only as a geographical movement; it becomes a way to make sense of his relationship with the world, to express values and choices related to responsibility, technology, and sustainability. Bekele and Raj (2025) argue that travel today is a social and cultural investment that reflects the traveller’s self-concept and worldview. This paradigm shift suggests that future tourism must combine innovation with the need for authentic experiences. Drawing on insights from Bekele and Raj (2025), Buhalis (2020; 2025), Gretzel (2022), OECD (2023), WTTC (2024), and others, the article discusses how digital technologies and artificial intelligence solutions are shaping a new travel culture, while highlighting the paradox between technological convenience and the need for authentic experiences. It analyses the sustainability discourse, travellers’ ecological awareness, and the phenomenon of digital fatigue, which is increasingly encouraging a return to humanity. In order to reveal how digitalisation and humanity can be reconciled in future tourism models, the article introduces and evaluates the concept of the “Coffee Road” – a form of gastronomic tourism that emphasises the connection with local culture, traditions, and sustainable choices. It provides an insight that this concept can become an innovative tourism model in which technology complements, but does not replace, human experience. During the pandemic, the accelerating digitalisation has led to the integration of technology into almost all links of the tourism process. Buhalis (2025) emphasises that virtual experiences, artificial intelligence tools, and digital planning systems have become an indispensable part of the sector’s functioning. However, the dominance of technology has also highlighted the paradoxes accompanying travel: disappearing spontaneity, decreasing connection with local culture, and increasing digital fatigue. In addition, the growing ecological awareness of travellers (European Travel Commission, 2024) and sustainability requirements are forcing the tourism sector to search for new, responsible, and culturally meaningful forms of experiences. Considering these processes, the direction of gastronomic tourism, which combines local culture, traditions, and social connection, is becoming relevant. The concept of the “Coffee Road” emerges as one of the innovative models that offers the opportunity to combine technology with humanity and sustainability. This concept allows us to analyse a broader question – how can tourism remain modern, but at the same time be able to create authentic, valuable experiences. Research problem. Modern tourism is experiencing a contradictory transformation: accelerating digitalisation increases the efficiency and accessibility of services, but at the same time weakens the dimensions of authentic travel experience – human connection, cultural depth, and spontaneity. Travellers, in response to the rise of technology and increasing digital fatigue, are increasingly seeking sustainable and culturally meaningful experiences. At the same time, sustainability requirements and ecological awareness are forcing the tourism sector to search for new models that would combine innovation with humanity. However, there is still a lack of theoretical insights into how these three dimensions – digitalisation, sustainability, and authentic experience – could be combined in one coherent tourism model. Therefore, the question arises whether gastronomic tourism, and in particular the “Coffee Road” concept, can become an effective solution in integrating these competing trends and offer a more sustainable direction for tourism in the future. The purpose of the study: to identify, based on scientific insights, the interaction of digitalisation, sustainability, and humanity in the tourism sector, highlighting the potential of the “Coffee Road” concept as an innovative model for future tourism. The results. The results of the study suggest that the value of future tourism will depend on the ability to maintain a balance between digitalisation and authentic experience. Technologies will be effective only to the extent that they enhance the content of travel, without turning travel into a purely technological process. Gastronomic tourism models, such as the “Coffee Road”, can significantly contribute to the humanisation of travel and strengthening cultural connections, as their essence is based on a connection with tradition, local people, history, and emotional experience, which cannot be algorithmically recreated. Future prospects show that the tourism sector will have to solve several interrelated tasks: consistently integrate innovations so that they do not replace humanity, but complement it; reduce the ecological footprint of technologies and ensure their sustainable application; create tourism models that preserve cultural identity and local experiences; and strengthen travellers’ ability to responsibly choose and value authentic, lived experiences. It can be concluded that travel will remain meaningful to the extent that it allows travellers to experience the world through people, culture, and real, non-algorithmic emotions. Tourism that is able to combine technological advancement, sustainability, and human values will have the greatest potential to become a resilient, ethical, and meaningful sector of the future. Keywords: tourism; digitalisation; sustainability; authenticity; gastronomic tourism; artificial intelligence; “Coffee Road”
Prospects for the Development of Ethnocultural Tourism in the Republic of Kazakhstan
This article examines UNESCO cultural and natural heritage sites in Kazakhstan, sites whose value is undeniable for our country, including for the development of ethnocultural tourism. Today, the preservation of tangible and intangible cultural heritage is crucial for the development of ethnocultural tourism worldwide. UNESCO, the organisation whose primary mission is to preserve World Heritage sites at the international level, plays a special role in this process. Keywords: tourism; ethnocultural tourism; natural and cultural heritage; promotion
Social Media Influence on Sports Content Choice: The Case of the TOPsport A League
Background. Social media platforms have become one of the main sources for accessing sports information, shaping users’ perceptions of sports organisations and influencing their engagement and consumption decisions. With the increasing reliance on social media, users not only follow sports content but also participate in community building and public opinion shaping in the digital environment, which suggests a shift away from traditional media forms. Aim. This study aimed to determine how social media influences users’ decisions when choosing sports content, focusing on football-related content in the context of Lithuania’s TOPsport A League. Methods. The research employed scientific literature analysis and a quantitative survey method. A structured questionnaire (n = 384) was distributed to adult social media users interested in football. The survey assessed users’ information-seeking habits, emotional engagement, and perception of community benefits. The collected data were statistically analysed using IBM SPSS Statistics. Results. The findings revealed that social media enables rapid access to relevant football information and strongly contributes to opinion formation about football clubs. Respondents emphasised emotional satisfaction, enhanced sense of belonging, and motivation to participate in sports communities. Visual and textual content quality was found to play a crucial role in user engagement. Additionally, respondents perceived practical benefits through easier access to ticket information, discounts, and rewards. Conclusions. Social media significantly influences sports content consumption by fostering informational value, emotional involvement, and community participation. It serves not only as an information channel but also as a communication and identity-building tool within football communities. Keywords: social media; sports content; football; community engagement; sports marketing; TOPsport A League
Relationship Between Emotional Wellbeing and Physical Activity of Primary School Children
Background. Emotional wellbeing and physical activity are key components of children’s health, learning, and social functioning. Schools provide a unique setting to support both domains, yet less is known about how school type and sex are related to emotional wellbeing and physical activity in younger school-age children. Objective. To examine the associations between emotional wellbeing and physical activity among primary school children and to assess differences according to sex and school type. Methods. A cross-sectional study was conducted in November 2024, which included 166 children in grades 1–4 from one rural, one urban, and one private school. Emotional state was assessed using the SAN scale, yielding scores for wellbeing and mood. Physical activity was measured using a self-report questionnaire, capturing weekly activity levels. Non-parametric tests (Mann–Whitney U) were used to compare groups, and Spearman’s correlation coefficients were calculated to examine associations between variables. Results. Wellbeing and mood were strongly and positively correlated (r = 0.70, p < 0.001), indicating a coherent construct of emotional wellbeing in this age group. No statistically significant differences in emotional wellbeing or physical activity were found between boys and girls (p > 0.05). Children attending private schools reported significantly lower wellbeing and mood scores compared with their peers in rural and urban schools (p < 0.001). Rural school children demonstrated higher physical activity levels than their peers in both urban and private schools (p ≤ 0.001). Physical activity was not significantly associated with either wellbeing or mood (p > 0.05). Conclusions. Emotional wellbeing among primary school children is closely interconnected, but it is more strongly related to school type than to sex or self-reported physical activity levels. School environment appears to play a meaningful role in shaping both emotional state and activity levels, highlighting the importance of supportive, health-promoting school settings in early education. Keywords: primary school children; physical activity; mood; emotional wellbeing
Improving the company’s communication strategy with retailers
Relevance and novelty of the article. Businesses face an increasingly competitive marketplace every day, and smooth and strong communication with business partners ensures success and stable relationships. Türkeș et al. (2024) argue that trust, cooperation, and communication strengthen relational ties, and the relative embeddedness of social capital is a key factor. In the retail sector, large retail chains are among the most important in the supply chain, they are the link between the production company and the consumer, which means that retail chains determine which products reach the audiences and the volumes in which the products are sold. Communication strategy in trade. According to Sparacino et al. (2024), communication is the means through which a company communicates its objectives and achievements through initiatives. In addition, supermarket chains are strengthening the range of products they offer to the end consumer, they want to present professional and attractive looking products on the shelves of their supermarkets, thus they pay a lot of attention to communicating and maintaining good relationships with the suppliers of the products. This reason may determine the quality of the company’s communication strategy with the retail chains, due to the company’s ability to build strong and long-lasting relationships with its customers. Lacombe et al. (2024) state that communication is a key factor in establishing and maintaining meaningful social relationships. Successful communication with a supplier can lead to greater market positioning and visibility, while retail chains are assured of their partner’s credibility. Karlsson et al. (2023) emphasise that the organisation should strategically manage its supply chain, and embody the behavioural norms required within the organisation. Thus, favourable conditions are guaranteed for both sides. Siemieniako et al. (2025) stress that when it comes to the co-creation of value, the focus is not only on the value of the customer or the supplier, but also on the overall value. On the other hand, inappropriate communication methods can lead to misunderstandings that can challenge or even disrupt transactions, supply chain processes and long-standing partnerships between parties. According to Yadav et al. (2024), failure to strategically adapt different orientations can lead to reputational risks. Communication strategies must adapt to the dynamic business environment and evolving consumer demands. Based on Caferra et al. (2025), employees are not only responsible for serving consumers and making them feel comfortable, but also for solving their problems or doubts related to the company. Therefore, analysing and improving a company’s communication strategy with supermarkets is one of the most relevant topics for long-term partnerships and competitive excellence in the market. According to Troiville (2024), consumer attitudes towards the retailer and word-of-mouth communication individually and consistently mediate the relationship between the retailer’s brand equity and consumer loyalty to the retailer. Research problem. Despite the importance of supermarkets as a decisive point for business development, most companies do not have a specific approach to improving their corporate communication strategy with supermarkets. In Wiktor and Sanak-Kosmowska’s (2021) point of view, competitive strategy is based on the optimal allocation of resources, which allows to gain and maintain a dominant position in the sector. In many cases, companies do not have a clear plan to ensure consistent and effective communication with their business partners, to provide them with stable and consistent communication, and to ensure a mutually smooth coordination of objectives. According to Lundin and Kindström (2023), B2B (business-to-business) companies face new challenges in controlling, managing and creating valuable customer experiences, especially when they rely on digital technologies. This can lead to misunderstandings, delays in business transactions, and highlight the importance of a company’s reputational status in a competitive environment. Poor development of the communication strategy with the large retailers can lead to negative factors towards common objectives, as the retailers may lack clear information, consistency, and strategic knowledge from the company. As Serravalle and Pantano (2023) argue, companies should review the message they send to better communicate the importance they place on consumers and the care they give to both consumers and retail staff. In other words, unprofessional communication between a company and retailers can lead to significant losses, such as not expanding in the business marketplace, deteriorating reputation with other potential business partners, and reducing opportunities for cooperation. The aim of the research was to identify opportunities for improving the company’s communication strategy with retailers, by identifying the main difficulties in cooperation and determining measures to create a more effective communication between business entities. Results. The study revealed that the company’s communication strategy with retail chains is underdeveloped. Various communication channels are used, ranging from emails to face-to-face meetings. Informants identified problems on both the company’s and retail chains’ sides – lack of time, insufficient knowledge, communication often being tactless or informal, and ineffective management of information overload, which reduces efficiency. Proposed solutions include focusing on customer needs, strengthening internal communication, organising live meetings, and adopting more modern communication platforms. It is recommended that the company develop a comprehensive, tailored communication strategy focused on clear objectives and effective interaction with retail networks. It is advisable to implement customer relationship management (CRM) systems and utilise artificial intelligence to improve customer service, automate processes, and increase productivity. Ongoing communication training should be organised, and a new department or roles should be established to engage, train, and motivate employees, ensuring consistent and professional communication both internally and externally. Keywords: communication, trade networks, strategy, B2B (business-to-business), company.
Cross-country skiing as a factor in adolescent physical activity and health education: a theoretical aspect
Relevance and novelty. The rapidly changing social and technological environment has a significant impact on the lifestyle and physical activity of the younger generation. Scientific research shows that the lack of movement in adolescents is becoming an increasingly relevant public health problem, which is associated with declining physical capacity, overweight, psychological difficulties, and lack of motivation to participate in active activities (Ostermeier et al., 2024; World Health Organization, 2021). During the winter period, opportunities for physical activity in the natural environment are significantly reduced, therefore it is necessary to promote winter sports, such as cross-country skiing, which can help maintain and strengthen the health and motivation of young people to move (Babaei-Zarch et al., 2024). Although cross-country skiing has obvious physiological and psychological benefits, the impact of this sport on the health and physical activity of adolescents is still insufficiently studied, especially in Lithuania. Therefore, it is relevant to systematically analyse the role of cross-country skiing in the health promotion and development of adolescents (Hoffman & Clifford, 1992). Cross-country skiing is a full-body workout that combines endurance, coordination, and strengthening of the respiratory and cardiovascular systems. This sport can become not only an effective health promotion tool, but also a motivational education tool for adolescents, encouraging them to know the joy of movement, experience togetherness, and develop responsibility for their health. Scientific problem. Although the importance of physical activity for the health of adolescents is well known, recently their lack of physical activity, which negatively affects both physical and mental health, has been increasingly noted. Despite the fact that physical activity education among adolescents is widely recognised as an important health promotion tool, the level of physical activity significantly decreases during the winter season due to limited opportunities to engage in outdoor sports (Ostermeier et al., 2024). Especially in the winter period, when opportunities for active activities in the natural environment decrease, adolescents become less active. Cross-country skiing is a complex form of physical activity that can effectively promote the physical and mental health of adolescents, but there is a lack of theoretical and empirical research that comprehensively examines the benefits of this sport and the possibilities of integrating it into the educational process (Hoffman & Clifford, 1992; Babaei-Zarch et al., 2024). Therefore, there is a need to analyse the impact of cross-country skiing on the strengthening of physical activity and motivation of adolescents more thoroughly, as well as to assess the possibilities of its application in the educational system. Research object. The processes of physical activity and health strengthening of adolescents (14–16 years) related to the practice of cross-country skiing. The aim of the article is to reveal the importance of cross-country skiing for the health and physical activity of adolescents aged 14–16. The physiological, psychological, and educational aspects shall be analysed, and the importance of integrating this activity into the general education process emphasised. Methods. 1. Analysis and research of scientific literature; 2. Data analysis and processing. Results. The winter season significantly reduces the level of physical activity among adolescents, as opportunities for outdoor activities in the natural environment become limited. Cross-country skiing, as a winter sport, plays an important preventive role, allowing to maintain and promote the physical activity and health of adolescents during the winter months. By promoting this activity, the effects of winter inactivity, which can lead to a decrease in physical capacity, overweight, and psychological difficulties, are reduced. Therefore, promoting winter physical activity through cross-country skiing is an important tool to ensure consistent maintenance of physical activity throughout the year. Keywords: cross-country skiing, physical activity, health, adolescents, education, motivation, winter sports.
Philosophy of Artificial Intelligence Society as the Main Strategy for Increasing National Competitiveness
Relevance. The development of artificial intelligence (AI) as a societal foundation has become crucial for leading economies, who view it as a key driver of national competitiveness and security. In an era defined by rapid technological advancement and industrial transformation, nations strive to lead in the international science and technology arena, taking advantage of AI to address challenges across sectors such as agriculture, astronomy, and cybersecurity. AI’s role in enhancing productivity, sustainability, and security highlights its strategic importance, underscoring the urgency for countries to actively pursue AI development to secure a competitive edge in a globalised world. Methodology. The study employs a multi-faceted methodological approach. First, a comprehensive literature review and analysis of AI applications in various sectors, including agriculture, astronomy, and cybersecurity, is conducted to provide context on current advancements and trends. Secondly, a comparative analysis examines the strategic AI policies of leading nations to assess how different countries are positioning AI within their national agendas. Third, case studies of AI implementation in specific sectors, such as precision agriculture and cybersecurity, illustrate the practical impacts and potential benefits of a society-oriented approach to AI. The aim of this study is to analyse the strategic value of fostering an AI-driven society as a means of enhancing national competitiveness and securing leadership in international technological innovation. It aims to explore how AI can be harnessed to support sustainable development, improve sectoral efficiency, and protect against security threats, thus contributing to the overall socio-economic resilience and global standing of a nation. Results. The study reveals that the integration of AI across diverse sectors has led to significant efficiency gains, particularly in resource management, sustainability, and security. AI-driven advancements in agriculture, such as precision farming, contribute to higher productivity and environmental sustainability, while applications in astronomy support large-scale data processing for deep space exploration. In cybersecurity, AI has proven instrumental in identifying and countering cyber threats in real time. These findings confirm that an AI-centric societal model can enhance national resilience, drive economic stability, and bolster a country’s competitive position on the global stage. Conclusion. The emergence and development of the “artificial intelligence society” in the context of the technological transformation of the world is a process in which societies adapt to the profound changes caused by the introduction and development of artificial intelligence (AI) technologies. This process includes several key aspects: economic change, based on the automation of production processes, leading to increased efficiency and productivity; the creation of new markets and business models based on AI capabilities, including the redistribution of jobs and changes in employee skill requirements; social change, which is based on changing the way people interact with each other and with technology; transition to smart cities and communities, where AI helps to manage resources and ensure the comfort of life; impact on education, health and other areas of life through the introduction of personalised AI-based solutions; cultural changes aimed at transforming the values and worldview associated with AI technologies; emergence of new cultural practices and media formats based on AI; development of digital culture and its impact on traditional cultural forms; political and ethical challenges, including defining new regulatory and legal frameworks for AI regulation; ensuring ethical use of AI, avoiding discrimination and ensuring fairness; managing risks related to data security and privacy; technological development, based on the continuous improvement of AI algorithms and models; integration of AI into various sectors of the economy and everyday life’; development of infrastructure to support the large-scale implementation of AI (e.g. 5G networks, data centres); This process reflects the overall technological transformation of the world, where AI is becoming an integral part of economic, social, cultural, and political life. Key words: artificial intelligence, philosophy of society, national competitiveness, strategy.
Copyright (c) 2024 Author(s). Published by Lithuanian Sports University. https://creativecommons.org/licenses/by/4.0
Formation of the Concept of “Digital Education 4.0” in the Post-Pandemic Era
Preparing the next generation of professionals is a shared mission of the whole society, requiring the shaping of the Digital Education 4.0 vision in the post-pandemic era. Training the next generation of professionals is a common mission of the whole society, which requires the formation of the concept of Digital Education 4.0 in the post-pandemic era. Digital Education 4.0 is a concept that reflects the transition of the educational system to a new era based on innovative technologies of the Fourth Industrial Revolution (Industry 4.0). This approach involves the active implementation of artificial intelligence, the Internet of Things, big data, virtual and augmented reality, as well as adaptive educational platforms that personalise the learning process. Digital Education 4.0 aims to create a resilient, inclusive, and flexible educational system capable of addressing diverse student needs and bridging geographical and socio-economic gaps. Furthermore, Digital Education 4.0 prepares students with future-ready skills, fostering digital literacy, critical thinking, and adaptability – essential competencies for a rapidly evolving workforce. In the post-pandemic world, where remote and hybrid learning models have become commonplace, Digital Education 4.0 provides a comprehensive framework to enhance engagement, accessibility, and educational outcomes across all levels of learning. This paper explores the foundational elements of Digital Education 4.0, its core technological components, and its potential to revolutionise education in the coming decades. Key words: digital education 4.0, the post-pandemic era, principles of the concept
Management of Young Talent in the Lithuanian Basketball Market
Basketball is an integral part of Lithuanian sports, which promotes not only the country’s patriotism, but also plays an important role in the development of young athletes. In order to improve the overall results of Lithuanian basketball, it is important that young basketball players are trained and developed properly. This includes not only the physical aspects, but also the psychological and emotional support for young players so that they can reach their full potential. To achieve high results in basketball and become an athlete at a high level, it is necessary to take into account different factors, such as anthropometric, physiological, technical, tactical, psychological and environmental aspects (Ribeiro et al., 2021). In order for these results to be achieved, methods must be used that will confidently bring good luck. One such method is the observation of young athletes and the proper assessment of their talents. In basketball practice, timely analysis of the selection process and the potential abilities of young basketball players is required in order to provide an opportunity to use their full potential. Talent identification and selection processes in basketball include the assessment of abilities, qualities, knowledge skills and habits that are important for a successful basketball career (Trunic & Mladenovic, 2014). Attracting talent is perhaps the most important aspect and in order to bend athletes to their side, it may be necessary not only to see the perspective in it, but also to have and give opportunities for them to fulfil their potential. According to Huml, Pifer, Towle and Rhodes (2018), when luxury sports facilities are being built, competitions are being launched to attract competitions and convince new talent, competing to create an ever bigger and better sports infrastructure. This becomes a strong argument for attracting potential talent. So, it is important to understand that the conditions provided to athletes also have a great importance and influence in choosing where they would like to develop. The aim of the study is to identify the most important managerial factors of young talent in the Lithuanian basketball market. The object of the research is the managerial factors of young talent in the Lithuanian basketball market. Research methodology. The study was conducted on 2024-02-08–2024-02-28. Three intervantes were interviewed remotely via the messenger app and recorded conversations with the phone’s voice recorder. Two other interns were interviewed at their workplaces. During the study, five intervants were interviewed. Two of them are basketball coaches working with children and young people, two are basketball agents who help young talent provide the best conditions for development, and one of the interviewees is the head of the basketball team’s youth programme. In the Lithuanian basketball market, experts emphasise that attention and effort are important for the management of young talents. They emphasise the development of the individual player and the matching of needs. In addition, experts recognise that adequate funding and infrastructure are essential factors for the discovery of talent and their further development. Cooperation with schools and sports clubs, as well as connection with local communities, are considered important factors that contribute to the expression and identification of talent. From the point of view of experts, it is also important to promote ethical and professional standards in the management of young talent in order to ensure their healthy development and successful integration into the world of basketball. However, experts also note that the Lithuanian basketball market may lack resources and attention to the development of young talent, especially compared to larger sports countries. Keywords: management of young talent, Lithuanian basketball market, involvement.
Relationship between social workers’ work-related values and work motivation
Social workers are an important professional group that provides support to people with social and psychological difficulties. In their professional activities, they face constant challenges, which often cause fatigue and tension, felt both in their professional activities and in their personal lives. Social work is a complex profession that is more than a job for most (Kam, 2020), demanding a lot of energy and effort, but social workers still experience high satisfaction from their role and remain motivated to work (Rose & Palattiyil, 2020). It is important for social workers to maintain work motivation, because their work efficiency has a significant impact on the well-being of clients, their social solidarity and integration into society (Lethborg & Christ, 2017). Work efficiency is also influenced by work-related values, which are one of the most work-related factors studied in the scientific literature. They are especially important for employees because they help to understand the meaning of work and reflect the individual’s priorities and behaviour at work (Garcia-Garzon & Martinez-Alvarez, 2018; Zupan et al., 2015), and therefore the well-being of customers depends heavily on them. Social workers whose work-related values ​​align with their work activities feel more motivated, which can impact their clients’ lives and work outcomes. However, despite the difficulties experienced and the low salary, it is noticeable that social workers themselves say that they work not for the salary, but for more important reasons (Smith & Shields, 2013), so it is interesting to find out the reasons that encourage them to do this work. A study by Petersén (2022) in Sweden revealed that people choose social work for several reasons: altruistic goals (wanting to help), profession strategies (education in this profession comes with many different career options), personal experience (having been caring for a family member for a long time), personal qualities (characteristics that are perceived as suitable for social workers), but usually there is no one specific reason that determines the choice of this job. Research on the work-related values ​​of social workers conducted in Lithuania and abroad indicates such values ​​as responsibility, cooperation, empathy, respect, which motivate employees (Kam, 2020; Kurnickaite, 2020). Also, research on work motivation of social workers indicates that external factors promoting external motivation are not the main source of motivation. The essential factors promoting the professional activity of social workers are usually internal, affecting internal motivation, for example, self-regulation, development opportunities, client welfare, supervision, training and professional development (Bubnys & Milašiūtė, 2020; Singh, 2016). Thus, it can be observed that the research conducted both abroad and in Lithuania is quite similar. Research problem. Although the relationships between work motivation and various characteristics are studied, the relationship between work motivation and work values ​​has been studied relatively little, especially among social workers. Various connections between these phenomena and other phenomena are often found in research. It is observed that at Vytautas the Great University, the connections of work motivation with other phenomena are analysed the most, for example, Rimkutė (2024) in her research examined the connections of employees’ work motivation with psychological detachment from work, Radvilaitė (2022) with creativity, Šleivienė (2021) with job satisfaction. On the other hand, connections between work-related values ​​and other phenomena are found much less, for example, Uzdzilo (2022) analysed the connections between students’ work-related values ​​and career adaptability in his research. Kurnickaitė (2020) described the values ​​of social workers and the expression of ethical competences in practical activities. It is noticeable that not enough research has been carried out that reveals the connections between social workers’ work-related values ​​and work motivation, increased knowledge and research of these phenomena in society. In the future, such knowledge and research could be applied in the practical sphere – workplaces, in order to achieve the work efficiency of social workers and greater well-being of the employee and the client. The purpose of the study. To reveal the connections between work-related values ​​and work motivation of social workers. Research hypotheses. (1) Prestigious work-related values ​​are the least characteristic of social workers compared to other work-related values. (2) The more expressed the social values ​​related to work, the greater the external (social) motivation. (3) The more expressed cognitive work-related values, the greater the intrinsic motivation. (4) The more expressed the instrumental work-related values, the greater the external (material) motivation. Keywords: social workers, work motivation, work-related values
Artificial intelligence and human rights, with special reference to self-driving vehicles
As the technology develops, we are moving towards the creation of fully self-driving vehicles. Not only the technical but also the legal conditions must be in place. Both in civil and criminal law, a completely new approach to legislation is needed in order to regulate this situation, which is quite different from the general situation. Human rights must also be taken into account. The study examined the difficulties of introducing self-driving vehicles from the perspective of fundamental rights as enshrined in the European Convention on Human Rights. It can be concluded that self-driving vehicles (or the accidents they cause, the events they record, etc.) may affect a number of human rights (right to life, right to a fair trial, prohibition of punishment without legal provision, right to respect for private and family life, freedom of discrimination, freedom of movement). Nevertheless, prudent legislation can solve the problems. Keywords: artificial intelligence, weak artificial intelligence, strong artificial intelligence, self-driving cars, human rights
Sustainable Development in Leisure Events. Case Study of “Granatos Live”
Relevance of the research. After assessing the fact that the collected information about the currently declared aspirations of the music festival “Granatos Live” to implement the principles of sustainable development during the festival shows, that the aspirations of sustainable development are not declared either on the official website of the festival or among the organisers themselves, it was decided to conduct a quantitative study, applying the survey method and interviewing the visitors of this festival. This helps to gather information on how the participants themselves perceive the implementation of sustainable development principles during the festival. It is determined that the festival visitors want the implementation of the principles of sustainable development, a more sustainable festival, recommendations, and proposals can be made to the organisers to prepare a plan for the implementation of the principles of sustainable development and consider it when organising festivals in the future. The object of the research is the need for the implementation of the principles of sustainable development from the point of view of the participants of the “Granatos Live” festival. The aim of the research is to determine how the participants of the “Granatos Live” festival evaluate the implementation of the principles of sustainable development during the festival, and what the needs of the participants are related to the principles of sustainable development. The tasks of the research: To investigate how the participants of the “Granatos Live” festival perceive the essence and principles of sustainable development. To determine the main expectations of the participants, related to the implementation of the principles of sustainable development during the music festival “Granatos Live” Submit recommendations and suggestions to the organizers of the music festival “Granatos Live”. Outcomes and conclusions. After examining the expression of festival sustainability indicators at the “Granatos Live” festival, sustainability deficiencies were identified in the following areas of the festival: education of the participants and the festival organization team on the topic of sustainable development; the selection of traders does not focus on fair trade, local regional or organic goods; there are too few actions of the festival organisers to ensure environmental protection because environmental specialists are not consulted; it is not observed what economic benefits the festival creates for the local region, although such calculations are more beneficial for the local region, it shows that there is lack of communication between them; a small cost to keep the festival going. Therefore, it is necessary for the festival organisers to take the actions that the festival participants want from them and to introduce more sustainable development principles during the festival. Keywords: principles of sustainable development, leisure events.
The relationship between emotional intelligence and sports motivation in athletes
Athletes’ motivation is a dynamic construct that may change due to some factors. For example, the experience of pleasure, enjoyment, competition, and appropriate expectations factors to participate in sports and to achieve high performance (de Franco Tobar, Meurer, & Benedetti, 2013). However, emotional intelligence (EI) also plays a significant role, as athletes experience both positive and negative emotions when faced with achievement, stress, or competitive pressure during sport and competition, which is common in both youth (McCarthy, Allen, & Jones, 2013) and adult sport (Campo et al., 2018). Athletes’ EI may also manifest as an inability to express and manage emotions appropriately (e.g., unbridled anger, aggression, lack of control), particularly in competitive situations itcan negatively affect both athletic performance and withdrawal from sporting activity. Meanwhile, the ability to understand and effectively manage emotions can influence interpersonal relationships within the team better sports performance, and enhance motivation to participate in sports (Ramajayam, 2017). Research purpose – to determine links between athletes’ emotional intelligence and sports motivation. The study involved 245 adult athletes from team sports. Among them were 109 men and 136 women. The mean age of the athletes was 21.8 ± 3.09 years. The following instruments were used in the study emotional intelligence was studied using Schutte Emotional Intelligence Scale (Schutte et al., 1998). Sport motivation was investigated using The sport motivation scale II (Pelletier et al., 2013). Socio-demographic questions about athletes’ age, gender, and represented sport were also provided. Statistical data processing was used to analyse the results. Results. It was determined that the emotional intelligence of athletes is higher than average. It was found that athletes can be most characterised by integrated motivation and least characterised by motivation. Women are more likely to have higher EI compared to men. Women better than men value the ability to control the emotions of others and perceive them. Men all dimensions of sports motivation were statistically significantly higher than for women, except introjected motivation. It was determined that the overall EI and EI dimensions of the participant were statistically significantly related to internal, identified, and injected motivation. The dimensions of their emotion management and perception of emotion are inversely related to motivation . Keywords: emotional intelligence, sports motivation, athletes.
Application of Virtual Reality in Lithuanian Museums
Research background. In the 21st century, ever-improving technologies and the related improvement of other services have encouraged the modernisation of the processes of all organisations. Museums are no exception (Šimanskienė, Valiušienė, Sloka, 2017). This rapid jump over the past year has been fuelled by the onset and rapid acceleration of the COVID-19 pandemic, which has resulted in numerous bans and restrictions. The pandemic has forced humanity to broaden its horizons or even change its interests. The museums started making virtual tours of exhibitions, video stories about works and expositions, or creating newsletters that packed virtual art games, discoveries, and gifts. To attract as many visitors as possible, museums have likewise attempted to improve their inventory but also to implemented never-before-seen virtual reality plans or projects while maintaining the originality characteristic of culture. The tourism sector was particularly affected, as the activities of travel or cultural organisations and companies were restricted or suspended. Only a part of organisations or companies carried out their activities remotely. The research problem. During the pandemic, Lithuanian museums were not ready to present themselves in a digital format, but quickly reoriented themselves. They started making virtual tours showing exhibitions, video stories about works and expositions, or creating newsletters that packed virtual art games, discoveries, and gifts (Tomkevičiūtė, 2020). To attract as many visitors as possible, museums have likewise attempted to improve their inventory but also to implemented never-before-seen virtual reality plans or projects while maintaining the originality characteristic of culture. The offer of museum services still lacks integrated virtual services that would improve the museum’s expositions and increase the number of visitors, so it is essential to find out why the integration of these services is not being expanded so rapidly. The aim of the study is to analyse the integration of virtual reality in the museums of Lithuania. The subject of study is the integration of virtual reality in museums. Methods. To reveal the object of the research - the application of virtual reality in museums, the research was carried out in several stages, choosing research methods such as scientific literature analysis, semi-structured interviews for data collection, and qualitative content for data analysis. Taking into account the selected research strategy, the selection of subjects was guided by the provision that all 5 specialists/experts working directly with service VR “Angelų takais” in the National M.K. Čiurlionis museum departments in Kaunas and Druskininkai will be interviewed. The interview questionnaire consisted of categories: preparation, service evaluation, service impact, and satisfaction. The questions are based on Gutowski and Klos-Adamkiewicz (2020) assessment model. The model consisted of virtual reality content, navigation, interactivity, functionality, additional options, graphics, accessibility for all groups, intuitiveness, multi-language capabilities. The collected data were transcribed and analysed using qualitative content analysis. Results and conclusions. The application of virtual reality has been a major impact on the revival of the cultural sector affected by the pandemic and has given a second life to museums. According to the experts, there was also a great impact on society - those who were not interested in art began to be interested in it in the virtual reality form. The qualitative research showed the possibilities of applying this kind of virtual tour service “Angelų takais” to other offerings at the M.K. Čiurlionis National Museum of Art. Till now this tour doesn’t have an educational function, but it will be integrated soon, the shortcomings and advantages of the service were noted, and the peculiarities were described. The success of this service was influenced by the reputation of the artist himself, whose paintings the museum is named after. Keywords: virtual reality, virtual tour, VR museum, VR service.
Formation of an Eﬀective System of Personnel Motivation at Industrial Enterprises of Ukraine
It is found that the level of competitiveness of enterprises, and stability of functioning largely depends on the efficiency and results of the work of personnel, and the level of their skills. The quality and timeliness of tasks, production, and the formation of creative ideas depend on the qualifications of employees. Therefore, an important indicator of a company’s staff efficiency at the enterprise is labour productivity, the level which depends on the personnel policy, and the motivation system. It is determined that forms and methods of motivation affects the level of labour productivity, satisfaction with working conditions, interaction, and teamwork. It is determined that at industrial enterprises it is expedient to introduce modern forms of motivation of employees, which will affect not only the quality of staff work, increase interest in the results of work, but also the level of profitability, production, and sales volumes. Likewise, it is proved that the introduction of various forms of stimulation of personnel in a complex will ensure the efficiency of work, and stability of the functioning of the enterpriset is found that the use forms and methods of motivation allows to establishment of the process of personnel management and ensures the efficiency of their work. Among the problems of personnel motivation at enterprises are defined as limited amount of financial support, low level of wages, unfavourable psychological climate in the team, limited access to information data, non-use of indirect methods of motivation, and inefficiency of personnel policy. Recommendations for improving the motivation of personnel at enterprises have been formed: conducting training and webinars for employees; advanced training and training in the field of software application; hiring qualified employees; study of the psychological climate in the team to prevent problems and solve them; improvement of the system of formation of premiums; formation of a social package; promoting self-development and teamwork. It is proved that motivation affects labour productivity, personnel management and the functioning of the firm , work results, and formation of competitive advantages. The system of personnel motivation for industrial enterprises has been improved, which consists of a set of elements and stages of formation, approbation, implementation, and improvement, which will contribute to increasing the effectiveness of employees, and the efficiency of enterprises. Keywords: motivation, personnel, productivity, industrial enterprises, efficiency, personnel management, personnel motivation system.
Physical Activity Assessment of Overweight and Obese Physicians
Relevance of the topic. Physical activity (FA) is a preventive measure to protect and enhance public health (World Health Organization, 2011), and its insufficiency is associated with several diseases. Meanwhile, a person’s low physical activity is often associated with the risk of being overweight or obese (Chatterjee et al., 2020). Despite this, there is not a lot of scientific data on the physical activity of health care professionals especially doctors who are overweight or obese, results, state the situation when doctors do not follow the recommended physical activity recommendations and are affected by overweight or obesity, are often determined by both the research methodology, the contingent of subjects, and the specifics of the country or region. The purpose of the study: is to reveal the physical activity habits of overweight and obese physicians. Research object: physical activity habits. The results. The conducted study revealed that slightly more than half of the examined doctors are overweight or obese. There are more men than women in these categories of body mass index, and higher readings of obesity are found in those subjects with more than 10 years of work experience. Slightly more than a quarter of the subjects demonstrate unhealthy physical activity habits. In terms of gender, men dominate compared to women. An analysis of overweight and obese physicians based on their physical activity skill category revealed that overweight and obesity among the studied physicians tended to be associated with their physical activity skill category. Keywords: physical activity, body mass index, obesity, overweight, healthcare professionals.
User Perception of Quality in Sports Websites
Relevance of the topic. The 21st century is widely regarded as the age of technology. Nowadays, no one can imagine their life without browsing various websites. As Gonzalez et al. (2015) state, websites are a dominant place for users to obtain information. Many professional sports organisations use their websites to develop relationships with their fans by providing them with news and results (Alonso-Dos-Santos, Moreno, Ríos, & Alguacil, 2017). Sports websites are especially useful for sports enthusiasts, as sports is a very globalised activity and it is physically impossible to be at all desired events. Fans are not only more engaged and interested in their favourite teams but also in their websites, thus performing a kind of news distribution function for the club (Lewis, 2013). The problem. The widespread use of information technology in various felds has made research on the adoption or rejection of these technologies an important factor in every organisation (Mohammadi & Isanejad, 2018). The rapid change and development of websites mean that users’ perception of their quality is also changing. Therefore, it is important to track the constantly changing user expectations and their engagement. A newer and more up-to-date study can help organisations to further improve their websites, thus competing with other organisations in their market. The aim of the study is to investigate user perception of quality in sports websites. The subject of the study is user perception of quality in sports websites. Research methodology. A survey was used to investigate user perception of quality in sports websites. Respondents were given an anonymous online survey. The object of the study was user perception of quality in sports websites. The study was based on the WebQual questionnaire of Gonzalez et al. (2015). The purpose of the study is to investigate user perception of quality in sports websites. The data were collected in February and March 2023. A total of 303 respondents participated in the study. Results and conclusion. A comparison of the distribution of respondents according to which website they would prefer shows that all analysed categories reﬂect a trend. In all four question categories, the better-rated website was X website and when respondents were asked to choose between these websites, the vast majority (69.31%) would prefer X website, while 30.69% of respondents would choose Y website. This result means that among these competing basketball websites, X website seems to be more attractive and high-quality for most users. The results of the study allowed to understand what quality criteria aﬀect the opinion and choice of sports websites by users. Comparing the results obtained with other previous studies, it was observed that individual categories or subcategories can not only inﬂuence the choice of a website but can also interact with each other, thus aﬀecting each other. An analysis of the survey results showed that the accuracy of information, security, website understandability, security and website attractiveness are the main features that positively aﬀect the user and help websites gain a competitive advantage over other websites in the same feld or market. Keywords: sports website, user perception of quality, engagement.
Copyright (c) 2023 Author(s). Published by Lithuanian Sports University. https://creativecommons.org/licenses/by/4.0
Assessment of the Guide Course Training Programme and Acquired Competences
Relevance. The guide is the organiser and presenter of the excursion process. It is a person who provides tourists with information about the museums, galleries, natural, cultural, scientific exhibitions or other attractions that are visited. The profession of a guide is very important because the professionalism of the guides largely depends on what impression tourists will make about the country or city they visited. Guides must have the necessary talents and knowledge, these competencies are acquired by guides in guide training courses consisting of 9 subjects taught. They apply the competencies acquired in the courses when working with tourists, and practice develops their personal qualities, which, as the guides say, are important. Keywords: guide courses, guide course training program, competencies.
Directions for the Implementation of Innovative Analytical and Statistical Technologies as a Tool for Corruption Counteraction
Relevance of the topic. The article sets out to explore the potential of innovative analytical and statistical technologies in monitoring, detecting, and counteracting corruption within state systems. The central objective is to clarify key concepts, determine the nature and content of these technologies, and analyse their applications in anti-corruption efforts. The research methodology combines the scrutiny of official documents, legislations, public authority websites, and software providers with a focus on their anti-corruption capabilities. The study reveals that analytical and statistical technologies constitute a specific form of information technology, embodied in functional information systems that fulfil organisational objectives and assist in decision-making processes. They assist primarily in the identification and prediction of probable cases of corruption or fraudulent activities, utilising mathematical methods and advanced analytical algorithms. Key areas where these technologies can significantly contribute include data collection and processing, communication and office processes, general management processes, decision-making processes, and expert systems development. The problem. Corruption remains one of the largest socio-economic issues affecting a country’s development and undermining citizens’ trust in governing structures. Innovative analytical and statistical technologies such as artificial intelligence, machine learning, big data analysis, and others, hold the potential to provide effective monitoring and detection of corrupt schemes. The purpose of this article is to determine the directions for implementing innovative analytical and statistical technologies as a tool for monitoring, detecting and counteracting corruption in the state. Research object: Application of innovative analytical and statistical technologies in the fight against corruption. The results. Innovative analytical and statistical technology is a type of information technology, which is embodied in the form of a functional information system aimed to fulfil organisational objectives and assist in decision-making processes. These technologies are considered essential tools for countering corruption at the state level, primarily by identifying and predicting probable cases. The application of mathematical methods and advanced analytical and statistical algorithms can reveal inconsistencies and potential corruption or fraudulent activities. Counteracting corruption has also benefitted from advancements in information technologies. Currently, efforts to counter corruption focus on digital government services, crowdsourcing platforms, transparency portals, big data, and artificial intelligence. In this context, there are five key areas where analytical and statistical technologies can contribute: data collection and processing, communication and office processes, general management processes, decision-making processes, and the development of expert systems. Keywords: corruption counteraction, artificial intelligence, machine learning, information
The Body in Christianity on the Basis of the Crisis of the Corporeal in Modern Culture
Relevance of the topic. The article is devoted to the meanings and practises of the body in Christian culture and the issue of preserving and continuing this tradition in contemporary culture. Since it is about the semantic contexts of the body, the article uses the phenomenological method in combination with hermeneutic analysis. The authors consistently deploy several logical lines. The first line is related to the description of such a direction as hesychasm, its practises and attitude to the body. At the same time, the ethical potential of hesychasm and the pathos of physicality as an instrument of morality are emphasised. The second line revolves around the practical attitude to the body in modern culture: the preservation of the Christian tradition, the natural characteristics of the body, and understanding the meaning of the body. The third line is connected with the loss of the “sanctity” of the body and the unawareness of this loss on the part of the common citizen and, as a result, the erosion of the ethical and natural meaning of the body. According to the authors, history will show how terrible these changes in meaning can be. The “distortion” of the meaning of the body in modern cultures makes it possible to emphasise the emergence of the phenomenon of unconsciousness of paradoxical events, the enormity of the consequences of which few people still understand. The problem. Today, the events that unfold around the topic of the corporeal directly and indirectly touch on the topic of human relations and, as a result, there is a need to once again talk about the role and significance of the body in the Christian tradition and about the consequences of ignoring the biblical commandments in modern everyday life. The purpose. To clarify the meanings of the corporeal, based on the tradition of hesychasm. Research object. The role and significance of the body in the Christian tradition and about the consequences of ignoring the biblical commandments in modern everyday life. Results. In the article, it was shown that the body and its meaning have a special ethical pathos because its understanding was formed under the enormous influence of Christianity, which laid the foundations for the formation of the context of the general civilisational development of mankind. Modern culture “distorts” the meaning of the body, and the actual material of sports competitions makes it possible to record the phenomenon of unawareness in most people that there is a departure from universal values (this is what is called a crisis of culture). History moves in such a way that sometimes it is impossible to trace the trajectories of its development. And yet, despite the incomprehensible lines of development, does the question of the relationship with the Absolute remain relevant for a man? If the Christian meanings of the body fade into the background of life, then what other religion will be able to promote the ideas of ethics and morality? Keywords. Hesychasm, Christian tradition, meanings of the body, transgender, sports competitions, the pathos of the body, contemporary culture.
Factors Determining the Success of Crisis-Driven Innovation Implementation
During the Covid-19 pandemic, the simplest economic, economic and social activities were restricted in many countries. The introduction of pandemic restrictions particularly affected sports organisations: it was forbidden to provide sports services, organise mass sports events, and restrictions were applied on group training and any social gatherings. Various organisational, technological, marketing, communication, public relations and other innovations allowed sports organisations to discover new operational opportunities, generate cash flows, and maintain the continuity of sports organisations’ activities in crisis conditions. The success of innovation is determined by certain factors, named as innovation implementation planning, strategic leadership, etc. Therefore, it is relevant to study what factors determine the success of a sports organisation implementing crisis innovations. The purpose of the study is to determine the factors determining the success of the implementation of crisis-driven innovations in sports organisations. Work tasks: To examine the theoretical aspects of implementing crisis-driven innovations in sports organisations; 2. To determine what crisis-driven innovations are implemented in the studied sports organisations; 3. To determine what factors led to the success of the implementation of crisis-driven innovations in the studied sports organisations. Research methods: analysis of scientific literature; structured interview; content analysis. Main results. The research results show that during the pandemic, the studied basketball clubs implemented the following crisis-driven innovations: 1. Necessary innovations according to legislation (disinfection innovations, separation of zones, temperature measurement technologies); 2. Marketing innovations (advertising innovations, innovations in the development of social network marketing, e-commerce, including the sale of licensed products); 3. Innovations in remote communication with fans (innovation of match previews on online platforms, "cardboard image" innovation, development of social networks, fans inclusion in the commercialisation of social media, creation of a virtual community of fans, e-sports); 4. Innovations to support the internal work of the club (remote communication within the club using Teams software, online training of basketball players). The most successful crisis-driven innovations were communication within the club and in the office through Teams; content marketing in social networks and its commercialisation, as well as solutions for selling advertising content during pandemics. Conclusion of the work: The success of the implementation of crisis-driven innovations of the basketball clubs studied during the pandemic was determined by the entrepreneurial spirit of the organisation, know-how in the field of innovation, strategic and tactical, quick planning, effective teamwork and having specialists in the organisation, managerial and innovative competence of managers, charismatic and innovative leadership, work with personnel (strengthening microclimate, encouraging the cooperation, psychological support for employees, motivation, openness in communication with employees), sufficient financial and human resources. Keywords: crisis innovation; implementation of innovations; success factors.
The Inﬂuence of Digital Marketing On the Communication of Football Clubs
Relevance of the topic. Today, the role of marketing is to satisfy the consumer's curiosity through transparent and valuable content (Sawicki, 2016). More than 4 billion people around the world regularly use online services to find their products, entertainment, friends and even romances, and the behavior of customers and the way companies sell their products to both consumers and businesses has changed a lot (Chaffey & Ellis-Chadwick, 2019). As the use of the Internet has grown, so have related activities such as digital marketing. The main difference between traditional and digital marketing is that digital marketing focuses on the customer, offering him a personal message and a response to his request (Ištvanić, Crnjac Milić & Krpić, 2017). Digital marketing is an integral part of the digital business transformation process. It includes new marketing methods based on information and communication technologies. Todor (2015) the study is based on a study by ZenitOptimedia, which shows that internet use has increased significantly over the past five years, while the use of other media has decreased or only slightly increased. The situation is as follows: internet (+105 %.), outdoor advertising (+3%), television (-8%), cinema (-11%), radio (-15%), magazines (-23%), newspapers (-31%). For this reason, its application in practice is a prerequisite for the successful development of business in modern market conditions (Veleva & Tsvetanova, 2020). The problem. Football fans around the world are increasingly communicating with each other on social networks (Parganas et al., 2017), and football clubs, regardless of their degree of professionalism, include a large number of social media/media platforms for their online campaigns (Helleu, 2017). Bagchi, Sreepada (2020) in the survey conducted, respondents expressed their opinion about the social networks of their favorite football club and why they follow the news of the club in them. Especially during the COVID-19 pandemic, the influence of social networks on football has increased. The clubs tried to give interesting and new content to the fans. Some organized social media quizzes, others made videos with a message that the stadium missed the fans (Szczepkowski, 2021). The aim of the study is to analyze the influence of digital marketing on the communication of football clubs in the case of Lithuania. The subject of the study is the influence of digital marketing on the communication of football clubs. The choice of assessing the influence of electronic marketing on the communication of football clubs was determined by the popularity of the sport in the world, the constantly growing sports market and a large fan base. The quantitative research method chosen for the survey is a questionnaire survey. The quantitative study examined the opinions and behavior of fans of Lithuanian football clubs – consumers – related to the applied online marketing tools. In order to assess the influence of digital marketing on the communication of football clubs, literary analysis and empirical research were chosen. The questionnaire was compiled on the basis of Vale & Fernandes (2018) “Social media and sports: driving fan engagement with football clubs on Facebook” research. To obtain a targeted sample of those who responded in the study, paniotto's sample size formula (Bokor et al., 2011) was used to avoid going beyond the 5 percent error. A total of 451 respondents participated in the survey. Results and conclusion. The largest part of football clubs follow with the help of social networks and even note that they monitor the news on a daily basis thanks to social media platforms. All categories of questions were dominated by the influence of social networks on the communication of the football club. From the results of the study, it is noted that clubs use various strategies, but dominate and fans like social networks the most. Their rating from the presented means was the best. In addition, the respondents were quite unanimous in answering the questions of involvement in the activities of the community - they agree that the activities of the supported football club are important to them. The vast majority of the study participants are happy to get involved in the activities of the communities of clubs and organizations, which give them good emotions, relax them, help them escape from the routine and reduce the feeling of loneliness. The vast majority emphasize that they see basic information about the activities of the clubs there. Also on the Internet buys club products (tickets, merchandise), which also shows that digitalization has progressed in the football world. In conclusion, it can be noted that social networks dominated throughout the study, both on the part of football organizations – communication is developed thanks to this tool and from the part of fans – they recognize it as the most effective tool. Keywords: digital marketing in football, football club communication, A League
The Peculiarities of Physical Literacy Assessment in Primary School Students
Over the last decade, academics, professionals, and politicians have become increasingly interested in the assessment of children’s and adolescents' physical literacy in physical education. Physical literacy has been measured and quantified as a multidimensional term comprising behavioral, psychological, and physical components. The majority of this research was conducted on children and adolescents in educational settings, emphasizing the importance of this age group in establishing the foundations of physical literacy, which will influence lifetime physical activity, health, and well-being. Since there are no studies in the population of Lithuanian primary school students, evaluating children's physical literacy or the validity and reliability of individual physical literacy assessment instruments, the current overview may be useful in guiding the development of future research in this area in our country. The objective of this study is to review the assessment of physical literacy in primary school children from a theoretical standpoint. Methods: analysis of scientific literature and assessment instruments for physical literacy. Conclusions: 1. There is no consensus on the assessment of children's physical literacy. Representatives of the idealistic approach suggest using subjective, qualitative, and interpretive methods to monitor a student’s progress on their individual path to physical literacy. Supporters of the pragmatic approach view physical literacy as the result of practical activities that must be measured and assessed using instruments to evaluate fundamental movement skills, physical fitness, motivation, etc. Physical literacy in primary school students could be assessed across four domains: affective, behavioral, cognitive, and physical. The affective part of the assessment tools for elementary school children is indicated by the child's motivation and self-confidence. The behavioral part is reflected by the child's objective physical activity, subjective physical activity, variety and frequency of physical activities, and participation in physical activities in different places and at different times of the year. The cognitive part is shown by the child's knowledge of physical activity and the benefits of taking part in physical activities, as well as by the child's understanding of how to plan and carry out physical activities. The physical part is demonstrated by physical fitness, movement skills, and self-perceived competence. Keywords: physical literacy, primary school students, assessment.
Sustainable Environment Problems Arising from Sports Facilities
Relevance of the topic. In recent years, in the face of the COVID-19 pandemic, the traditional education system, including various non-formal education activities, has faced enormous challenges and problems. This pandemic not only claimed millions of lives, but also affected people's daily lives and lifestyles. Most of the economic sectors in Lithuania also encountered various problems. Education, which traditionally carried out educational activities in physical environments, was not an exception and faced the sudden and strict closure of all institutions. In this situation, the application of technology and digital learning practices became the main solutions that helped to ensure the continuity of education and training, including non-formal ones (González, Bonal, 2021). Unfortunately, this decision had a particularly painful impact on organized sports for children and youth (Reece et. al., 2020). This area, of course, faced an even greater challenge than other, more theoretical, subjects, since sport, being a physical, practical and interactive activity, is not easily and simply transferred to an online environment (Iuliano et al., 2021). The problem. The idea of the problem has been increased by the fact that direct social interaction between the coach and the athlete is considered an essential condition in order to supervise the actions performed by the athletes and to ensure the high-quality implementation of the sports program (Emery & Tyreman, 2009). In the context of the pandemic, researchers began to emphasize the changed organization and execution of sports activities (Ratten, 2020; Escamilla-Fajardo et al., 2020), but there is still a lack of research-based data on the characteristics of these activities. In Lithuania, this topic has so far been little studied in the context of school sports. And although the sports activities implemented in sports schools, as state educational institutions, are regulated by the legislation of the Republic of Lithuania and the orders and instructions of the Ministry of Science, Education, Science and Sports, there is no data in the scientific literature about how informal sports education programs were implemented in them during the COVID-19 pandemic? The purpose of the study: To highlight the challenges of non-formal sports education during the Covid-19 pandemic. Research object: Challenges of informal sports education. The results. Research data revealed that the sports activities organized and carried out in sports schools during the COVID-19 pandemic had certain characteristics associated with the challenges experienced by coaches as providers of non-formal sports education programs and the challenges experienced by schoolchildren participating in sports. During the pandemic, the decrease in the motivation of young athletes to play sports, their inability to fulfill the training conditions and the negative influence of the environment in which they train on sports activities became apparent. The coaches, adapting to the changed conditions, were led to search for additional information, invest their own funds in the training process, understand the peculiarities of conducting training remotely, demonstrate their ingenuity while conducting classes, and constantly raise the motivation of athletes. However, when faced with these obstacles, they did not avoid ignoring the existing rules for the organization of sports activities. Keywords: sustainable environment, sports, nature, problems
Challenges of Non-Formal Education Through Sport During the COVID-19 Pandemic
Relevance of the topic. In recent years, in the face of the COVID-19 pandemic, the traditional education system, including various non-formal education activities, has faced enormous challenges and problems. This pandemic not only claimed millions of lives, but also affected people's daily lives and lifestyles. Most of the economic sectors in Lithuania also encountered various problems. Education, which traditionally carried out educational activities in physical environments, was not an exception and faced the sudden and strict closure of all institutions. In this situation, the application of technology and digital learning practices became the main solutions that helped to ensure the continuity of education and training, including non-formal ones (González, Bonal, 2021). Unfortunately, this decision had a particularly painful impact on organized sports for children and youth (Reece et. al., 2020). This area, of course, faced an even greater challenge than other, more theoretical, subjects, since sport, being a physical, practical and interactive activity, is not easily and simply transferred to an online environment (Iuliano et al., 2021). The problem. The idea of the problem has been increased by the fact that direct social interaction between the coach and the athlete is considered an essential condition in order to supervise the actions performed by the athletes and to ensure the high-quality implementation of the sports program (Emery & Tyreman, 2009). In the context of the pandemic, researchers began to emphasize the changed organization and execution of sports activities (Ratten, 2020; Escamilla-Fajardo et al., 2020), but there is still a lack of research-based data on the characteristics of these activities. In Lithuania, this topic has so far been little studied in the context of school sports. And although the sports activities implemented in sports schools, as state educational institutions, are regulated by the legislation of the Republic of Lithuania and the orders and instructions of the Ministry of Science, Education, Science and Sports, there is no data in the scientific literature about how informal sports education programs were implemented in them during the COVID-19 pandemic? The purpose of the study: To highlight the challenges of non-formal sports education during the Covid-19 pandemic. Research object: Challenges of informal sports education. The results. Research data revealed that the sports activities organized and carried out in sports schools during the COVID-19 pandemic had certain characteristics associated with the challenges experienced by coaches as providers of non-formal sports education programs and the challenges experienced by schoolchildren participating in sports. During the pandemic, the decrease in the motivation of young athletes to play sports, their inability to fulfill the training conditions and the negative influence of the environment in which they train on sports activities became apparent. The coaches, adapting to the changed conditions, were led to search for additional information, invest their own funds in the training process, understand the peculiarities of conducting training remotely, demonstrate their ingenuity while conducting classes, and constantly raise the motivation of athletes. However, when faced with these obstacles, they did not avoid ignoring the existing rules for the organization of sports activities. Keywords: pandemic, sport, non-formal education, coaches, athletes
Copyright (c) 2022 Author(s). Published by Lithuanian Sports University. https://creativecommons.org/licenses/by/4.0