Literatūrinio turizmo žinomumo didinimas Lietuvoje

Abstract

Literary tourism is a complex cultural phenomenon that is expressed in various forms to show the connection between past and modern cultures, while creating different experiences for different audiences. While literary tourism is consolidating its position in the world, this type of tourism unfortunatelly is little known in Lithuania. Since tourism belongs to the service sector, and literary tourism itself is associated with the provision of emotions and other intangible benefits to the tourist, the work is based on the concept of relationship marketing. The aim of this article is to analyze the elements of relationship marketing and the main aspects of how to increase awareness of literary tourism in Lithuania. Based on the theoretical analysis, a model for raising awareness of literary tourism has been developed. In this model combines the main value dimensions with awareness-raising elements: value creation and value communication. Depending on the tourists needs and wishes it is possible to establish a connection with the tourist and initiate communication that reflects the values and benefits provided by literary tourism.