Marketing solutions in rural tourism develpment in Lithuania

Abstract

The national rural tourism policy and the deficiency of financial resources for rural tourism services development are the main limitations. Based on research results, suppliers of rural tourism services are recommended to employ a substantiated optimal variant of concentrated growth strategy whilst integrating penetration into the market and its expansion as well as tourism product improvement models. Abundance of tourism resources in Lithuania permits favorable development of rural tourism business. The authors deal with problems of rural tourism development as an alternative agricultural business popular over the world, reveal marketing importance and tasks in its further development. Research results reveal the deficit of promotion in rural tourism business. Still 65% of guests get information on rural tourism farms find out from friends, acquaintances, relatives and colleagues and use their recommendations to rest at a particular farm. The increasing number of competitors in the rural tourism market increases the importance of creating a distribution system. Rural tourism businesses insufficiently employ the distribution channels, hardly supply tourism agencies with information on services at farms. The information on rural tourism farms would reach a greater number of potential consumers when promoted by various tourism agencies. Moreover, it would be more rational to solve the problem through cooperation. Rural tourism farms do not have a flexible price system. Discounts are applied only in one third of farmsteads. It is recommended to apply discounts not only to children but also to the disabled, larger groups of guests, regular clients. Discounts should be applied in autumn and winter. In addition, a set of services should be compiled: bed and boarding; bed, boarding and recreation (all included), etc., the price of which would be lower than when services are procured separately. Whilst solving rural tourism development problems it is very important to prepare an optimal marketing strategy. Based on research results and rural tourism environment analysis it was established that the positive aspects of rural tourism service business are associated with the geographic position and abundance of cultural–historical and recreational resources.