One topic of interest to economists from the University of West Bohemia in Pilsen is research into cross-border development. The analyses presented at the XB-CON conference in November demonstrated how cooperation between the Czech Republic and Bavaria contributes to the development of spa tourism and regional branding. According to experts, tourism and regional branding can significantly influence whether young people choose to stay in the regions or move elsewhere.
However, nearly a hundred experts also discussed how new technologies are shaping work, business, and everyday life in the border region. A significant portion of the program focused on the experiences people have directly at work. There were contributions on microaggressions and the cold climate in the workplace from a gender perspective, as well as on how entrepreneurship after the age of 40 affects career paths, and what LinkedIn data reveals about where jobs are created and lost in Czechia and Germany. The focus was also on technostress—the pressure that new technologies, constant availability, and working with complex systems put on employees.
"XB-CON is significant precisely because it combines international research with the specific challenges of regions and practice. People from universities, companies, and public administration from both sides of the border met in Františkovy Lázně and together sought ways to make the economy and public services more sustainable, fairer, and smarter," says Dita Hommerová from the Faculty of Economics, a member of the conference organizing team. Participants were introduced to the vision of the "Superregion," the Czech-Bavarian cooperation program for 2021-2027, as well as analyses of spa and tourism in the Czech-German border region.
The program offered blocks devoted to working with digital technologies, career changes, and employee behavior. Discussions focused on how to cope with the pressure associated with rapid technological development and how to use new tools to make people's work easier. Participants also addressed issues of consumer behavior, marketing, and startup success. For example, they discussed how companies are utilizing new forms of marketing—from meme marketing and brand communication on Instagram to the application of artificial intelligence in business management and ERP systems that respond to shifting consumer behavior.
The program included a career4PROF workshop, designed primarily for doctoral students and early-career researchers. Participants focused on academic careers, publishing, and preparing joint projects. The conference concluded with a meeting of the teams involved in the Spa Research Center project, where experts evaluated the progress made so far and planned the next steps.
The XB-CON conference in Františkovy Lázně was organized by the Faculty of Economics of the University of West Bohemia in Pilsen for the eighth time. The outcome will be professional publications, projects, and, equally important, new partnerships that may influence the development of border regions and the quality of life of their inhabitants in the years to come. "The success of the conference is mainly due to its participants, who return regularly and bring along their colleagues and students. This creates a strong DNA for the entire event," adds Dita Hommerová in conclusion.
Faculty of Economics |
Kateřina Newton, Darina Čechová |
21. 11. 2025 |
