The intensifying competition forces organizations to search for various measures which could help in persuading consumer to buy a product. Consequently, the attention to customer attraction is growing enormously. One of marketing measures used for this purpose is sales promotion. However, many measures of this marketing tool used by the companies do not attract consumers and end in failure. The article is aimed to determine customer preferences for benefits provided by sales promotion at shopping centres in Lithuania. Based on the results of questionnaire research the main conclusion is that customers of shopping centres in Lithuania are mainly driven by the utilitarian benefits of sales promotion, and are not affected by hedonic ones.

The aim of the research was to determine the balance between the importance and performance of factors affecting the choice of rural tourism homestead in Lithuania. The questionnaire research was provided in Lithuania in 2014. Tourists’ evaluations regarding five exogenous latent variables: ‘accommodation and catering’, ‘activities in destination’, ‘natural features’, ‘destination aesthetics’, and ‘environmental preservation’, and four endogenous latent variables: ‘destination marketing’, ‘perceived value’, ‘satisfaction’, and ‘loyalty’ were measured. The total effects for the specific endogenous constructs in the structural model (importance) and the average values of the latent variable scores, rescaled to a range of zero and 100 (performance) were measured to compose the importanceperformance grid. The research results indicate that the most important factors for tourists while choosing a rural tourism homestead in Lithuania are ‘destination marketing’, ‘environmental preservation’, ‘perceived value’ and ‘satisfaction’. Moreover, the highest share of the total investments allocated to satisfy tourists and enhance the level of loyalty should be accrued to the improvement of ‘destination marketing’ and ‘environmental preservation’.