The main factors to consider in developing marketing strategies for outbound tourism from Lithuania to the Republic of South Africa

Transcription

1 The main factors to consider in developing marketing strategies for outbound tourism from Lithuania to the Republic of South Africa Abstract Dr. Eugenijus Nazelskis Vilnius University International Business School Saulėtekio al.22, LT Vilnius Dr. Vidmantas Tutlys Vytautas Magnus University The entering of a tourism company into a new market requires one to consider and understand the factors and reasons that can facilitate or hinder this process. This is very important for the implementation and development of rational and pro-active strategies of development of outgoing tourism, including the measures which can foster the motivation of tourists to visit the new countries. Key words: outbound tourism, marketing srategies, Lithuania, South Africa. Introduction Looking at scientific papers, information sources and strategic documents related to the development of tourism in Lithuania, it is noticeable that there is a strong focus of attention on the questions of general and inbound tourism. R. Hopenienė, R. A. Ligeikienė (2002) overview the methodological and practical aspects of the quality assessment of tourism services, E. Kriaučiūnas (2003) analyses the regional features of international tourism, K. Petrilovskaja and A. Miškinis (2007) discuss the questions of competitiveness in the sector of tourism in Baltic countries, D.Prakapienė analyses the state of outgoing tourism in the Baltic countries (2008). It is evident that there is a lack of attention on outbound tourism in comparison to the incoming tourism. This can be explained by the fact, that inbound tourism is understood as more important source of revenues for local business and state. However, such unilateral attitude to development of tourism can have negative impacts to the quality and development of outgoing tourism. It also ignores the fact, that outbound tourism can be very important for the acquisition of new knowledge, experiences and know-how, that can be used in the national economy. One of the impacts of this situation is a lack of knowledge and understanding of the factors and reasons that create obstacles for the tourism companies of Lithuania to enter the new markets. Therefore the goal of this article is to analyse the factors and reasons that create obstacles for the Lithuanian tourism companies to enter the new markets by analysing the case of the outgoing tourism from Lithuania to the Republic of South Africa. This goal is achieved by: 1. exploring the dominant markets of outgoing tourism in Lithuania; 1

2 2. outlining the specificties of the role of the travel organisers and providers in providing travel services; 3. disclosing the factors and reasons that create obstacles for outgoing tourism. the selling of travels to the Republic of South Africa by interviewing the main providers of these travels in Lithuania. The following research methods were applied: analysis of the statistical data, critical analysis of the other research reports, interviews. The representatives of the all tourism agencies in Lithuania were interviewed, that sell the travel packages to the Republic of South Africa. Development of the outgoing tourism in Lithuania numbers and facts The reasons and factors creating obstacles to the Lithuanian travel agencies for entering the market of the travelling to the Republic of South Africa can be better understood if we look to the general development of Official statistical data issued by the Statistics Lithuania provides certain information about the main trends of development of outgoing tourism in Lithuania. Such statistical information is accessible from the web-site of Statistics Lithuania ( date of web-site visit ) and comprise the data about the flows of tourists, types and duration of travels. Table No.1 provides the main statistical data for the year 2011 in comparison with the data from the year Table No. 1 -Number of outgoing tourists, their travels and stays abroad overnight Number of tourists, thousands nd quarter st quarter Increase or decrease, nd quarter in comparison with the 2nd quarter of 2010, percents Increase or decrease, (-), st quarter, in comparison with the 1 st semester of 2010, percents. In total 362,0 547,9 1,3 1,2 Male 185,4 289,9-3,6-0,9 Female 176,6 257,9 7,1 3,6 Number of travels, thousands In total 440,8 694,2 7,5 9,8 Travels for personal reasons 351,0 546,6 12,2 13,4 Business travels 89,8 147,7-7,6-1,8 Number of travels according to stays overnight, in thousands Travels with 1 3 stays overnight 164,8 265,5 1,0 6,2 Travels with 4 and more stays overnight 276,0 428,7 11,8 12,1 Number of stays overnight, thousands In total 3005,9 4642,7 10,9 10,2 Travels for personal reasons 2403,1 3731,1 16,9 15,4 Business travels 602,8 911,6-8,0-7,0 Expenses in billion Litas In total 644,9 987,1 2,8 0,1 Travels for personal reasons 503,0 769,2 8,9 4,7 Business travels 141,9 217,9-14,3-13,3 Source: Satitistics Lithuania 2

3 Statistical data shows, that despite the negative impact of economic crisis to the purchasing power of population in Lithuania the number of tourists travelling abroad with at least one overnight stay with the first 3 quarters of 2011 reached 909,9 thousands. Considering the fact, that the total population in Lithuania for the 1st of November 2011 constituted inhabitants, we can presume, that the population of Lithuania is very active in travelling abroad. However, the existing statistics indicate only the single travels, and not the total number of travels per person. If the same tourist travelled more than once per year, he or she is still counted only once. Therefore the number of travels can be even higher, than indicated in the official statistics. All the reasons of travels in this figure are grouped in two main types business travels and travels for personal reasons. The number of business travels in the recent years is rather constant and make about 20 percents of the total number of travels. The number of travels for personal reasons (leisure, holidays, visiting relatives and friends, culture, sports, religion etc.) make about 80 percents of total number of travels. Official statistics differentiate these travels according to the purposes. There are discerned six groups of purposes of outgoing tourism: 1) leisure and holidays; 2) visiting of relatives and friends; 3) healthcare; 4) shopping; 5) business and professional interests; 6) other purposes. There can be accessible statistical data of the flows of tourists according to these purposes and their age ( from 15 to 65 years) and gender. Again, the statistical data provides only partial information about the purposes of travel, because people can have several and more purposes for the same trip. Therefore it is not rational to pay special attention to the purposes of travel, especially if we consider the fact, that today, the development of tourism is very much influenced by intensive technological, social and cultural exchanges. For example, technological development enhances the emergence of the new types of tourism (eg., space tourism, submarine tourism) with the new purposes. Statistical databases also do not provide the details on the other purposes of outgoing tourism, while these purposes can be very different and important in regard to the number of travels. For example, R.Krupickas discerns major 31 purposes of travels ( R.Krupickas 2009, p.12). Statistical data provide only very general picture about the state and development of the outgoing tourism. Other important problem is the lack of attention of business researchers to this topic, because there is a lack of detailed and consecutive resarch of outgoing tourism in Lithuania (Prakapienė, 2008). One of research studies in the field of outgoing tourism was made by D.Prakapienė in She surveyed the factors which influenced the choice of travels abroad. There were surveyed 935 tourists which purchased travels to Slovakia (female 68%, male 32%, average age 33 years). This survey disclosed, that the most important factor influencing the decisions of tourists in the purchase of travel is the itinerary of travel. It means, that the most of surveyed tourists have chosen their travel according to the type of travel and contents of cultural programme (active/passive, natural/urbanistic). This factor was mentioned by 81% of respondents. Second important factor in choosing the travel was price (more than 60% of respondents indicated that it is important or very important). The third important factor was opinion and recommendations of friends (37% of respondents). The suggestions and recommendations of the travel agents were mentioned as important only by the 15 % of respondents and the impact of publicity and other information was considered as important factor only by 5 % (Prakapienė, 2008). This survey is rather narrow and is focussed on the case of one destination country for outgoing tourism. We could not find any more significant surveys and researches in Lithuania for the reasons and factors of tourists in choosing outbound tourism 3

4 destinations. Analysis of statistical data permits to disclose certain dominant goals and destinations of the outgoing tourism in Lithuania. Table 2 provides the overview of the goals of outgoing tourism in Lithuania for the period of Table No. 2 Volume of travels abroad from Lithuania (thousands) Goals of travel Leisure and holidays 469,0 710,8 509,7 582,5 Visiting of relatives and friends 538,7 602,1 481,4 457,4 Health tourism 10,0 9,9 12,4 11,4 Shopping 97,8 19,4 22,3 38,1 Other purposes 46,4 52,8 29,5 32,5 Business 498,9 362,3 233,1 288,9 In total 1660,8 1757,3 1288,4 1410,8 Source: Satitistics Lithuania The data shows the strong domination of travels for personal reasons, especially travels for leisure and visiting of relatives and friends. The dominant reason for these purposes can be explained by the specific cultural, social and economic conditions, as well as by geographical situation of the country. Maritime and nordic climate fosters the wishes to travel to warmer climate countries for holidays etc. Due to the specificities of local climate and landscape people search foreign leisure travels for skiing, mountaining, fishing and hunting. This kind of active tourism becomes more intensive in the summer, when the biggest share of working population prefer to have their vacations. Popularity of travels for visiting friends and relatives is related to the specificities of historical and cultural development. The processes of emigration since the second half of the 19th century to today, has created needs and conditions for visiting of relatives and friends in the communities of migrants abroad. Large communities of emigrants in the USA, Canada, Australia, Western European countries appeared after the Second World War due to the big flows of emigrants seeking to avoid consequences and repressions of the Soviet occupation. Soviet regime did not permit any communication with these people and only after the re-establishment of independence in 1990 there were removed political obstacles for this communication. Opened borders also enhanced the emigration. Since 1990 about 12 % of population emigrated for the purposes of work or study. Therefore it is natural, that relatives and friends travel to visit each other. This purpose of travels also influence the indicators of duration of travels and average spendings of money. Statistical data shows, that in 2011 the average duration of travel abroad was 6,8 overnight stays and average spending of one person per travel was 1463 Litas (423,00 EUR). About 52 % of tourists during their travels stayed overnight at the relatives or friends and only 41 % of tourists used the services of hotels and hostels. Staying at relatives and friends 4

5 significatnly reduces the spending and costs associted with travel. Looking from this perspective to the potential of outgoing tourism from Lithuania to the Republic of South Africa for family reasons, there can be noted the following factors: 1. 1.The community of Lithuanian emigrants in the Republic of South Africa is very small. Before the Second World War in the former Union of South Africa there lived about 400 Lithuanians. Most of them lived in Johanesburgh, Cape Town, Port Elisabeth. This small community of Lithuanians vanished. 2. In Cape Town and other cities there can be found rather important communities of Jews originating from Lithuania Litvaks. Litvaks make the biggest share of Jewish community in the Republic of South Africa and presents by itself one of the biggest communities of Litvaks in the world there live about few hundreds thousands of Litvaks and their descendants. Historical data evidence, that the tragedy of Jewish Genocide during the Second World War took the lives of about 94 % of Jewish population (The Vilna Gaon Jewish state museum, The statistical data of population census in 2000 showed, that only 4007 inhabitants of Lithuania defined themselves as Jewish population ( zydai.lt/lt/content/viewitem/239/). For these reasons there are not so many perspectives for the development of outgoing tourism for visiting of relatives and friends from Lithuania to the Republic of South Africa. Other important reasons for the foreign travels of Lithuanians is shopping (Table 2) and ecotourism. There are noticeable increased flows of people who travel for shopping to the neighbouring countries due to the differences of prices or for other reasons. Such destination countries include Poland, Bielorussia, Kaliningrad District of Russian Federation. For example, in the second quarter of 2011 the biggest share of shopping tourists visited Poland (51,7 thousands, 11,7 %), Latvia (50,7 thousands, 11,5 %), Bielorussia (39,1 thousands, 8,9 %), the United Kingdom (39,8 thousands, 9,0 %), Germany (38,1 thousands, 8,6 %) and Russian Federation (28,7 thousands, 6,5 %). There can be presumed that the travels for shopping to these countries are often combined with the other purposes, such as leisure, culture, visiting of relatives and friends (there are quite big communities of Lithuanians in these countries). A comparatively small number of travels for the reasons of healthcare can be explained by the fact, that there is quite a highly developed network of healthcare and health services in the resort towns of Lithuania - Druskininkai, Birštonas, Palanga and other places. These resorts attract more and more visitors from abroad. Analysing the data of business travels there should be noticed, that according to the current state of economic cooperation between Lithuania and the Republic of South Africa, the business travels can gardly be regarded as significant field of outgoing tourism to the Republic of South Africa. According to the data on the foreign trade and economic cooperation of 2010, the Republic of South Africa is not listed as important economic partners of Lithuania (verslas.vakarai.lt/content/files/ d bc.pdf ). Researching the factors that create obstacles for the tourism companies of Lithuania to enter in the market of outgoing tourism to the Republic of South Africa we focused our research to the activities of travel organisers and agencies. This choice was largelly predefined by the lack of accessible data and information on the development of outgoing tourism in Lithuania. There are no forecasts on the development of outgoing tourism in Lithuania, because the national strategy of tourism development gives the priority to the incomming tourism. Besides, there are no available data and information about the tourists who visited the Republic of South 5

6 Africa. Besides, the travel agencies information about the purposes of travels experience increasing interest of tourists in and factors which influence the choices of their provided services and they have more travel packages. Travel agencies and their roles in developping of outgoing tourism to the Republic of South Africa Statistical data evidence for increasing growth of market of outgoing tourism services of travel agencies in Lithuania. (Table no. 3). Table No.3- Market of the outgoing tourism services of travel agencies in Lithuania Indicators Number of foreign 253,0 318,7 223,6 198,7 travels (thousands) Total number of 1660,8 1757,3 1288,4 1410,8 outgoing tourists (thousands) Share of the 6,56 5,5 5,7 7,1 outgoing tourists with the travel packages acquired in the tourism agencies in the total number of outgoing tourists (percents) Number of tourism agencies and travel organisers (units) Source: Satitistics Lithuania Statistical data shows a slight increase of sales of the travel packages offered by tourism agencies and the rather fast growth of the number of tourism agencies. At the end of 2011 there were 344 tourism agencies and travel organisers in Lithuania. Rather slow growth of sales of travel packages can be explained by the influence of economic crisis. Looking to the activities of travel agencies and organisers there can be noticed, that currently there takes place progressive specialisation of their activities. More and more agencies shift to the provision of very specialised services of outgoing tourism, such as cultural tourism, travels to exotic countries, exceptional tours, etc. Looking to the territorial localisation of travel agencies there can be noticed, that most of them are concentrated in the bigger cities: Vilnius 147, Kaunas - 66, Kaipėda - 30, Šiauliai - 11, Panevėžys - 8, Alytus - 7. The provision of tourism services in Lithuania are regulated by the special law issued in The law on tourism (1998, Nr ) affirms the state priority to the internal and incomming tourism by treating these services as export. This law defines minimal requirements for the quality of tourism services and foresees the measures eliminating the obstacles for the development of image of tourism business. This Law was amended in 2011 by issuing the law of the amendment of the law on tourism No. XI ( showdoc l?p id=402798&p_ query=&p tr2=2 ). Amongst other important issues, this new law comprehensively defines the rights and obligations of the travel agencies and organisers of tourism services. Providers of tourism services are categorised in the 3 main groups: 1) travel organisers; 2) travel agencies; 3) travel agents. 6

7 This law defines travel organisers as providers of tourism services, who provide organised travels and other services and sell these services to the customers directly or through travel agencies or agents. Service of travel organisation is defined as independent profit oriented economic activity comprising organisation of the tourism travels, thei publicity and sales directly to customers or through travel agencies and agents. Travel agent is defined as physical person acting as intermediary in selling organised tourism travels and separate tourism services on the contractual basis. Travel agency is legal person working in the same field. Travel organisers are responsible for the quality of offered tourism services, as well as for the quality and fairness of publicity and information provided. They also play an important role in shaping the expectations and motives of the choice of tourism services and destinations. For the empirical research of the factors that create obstacles for travel agencies of Lithuania to enter the market of outgoing tourism to the Republic of South Africa, travel agents were interviewed that have experience in selling the travels to the Republic of South Africa. By analysing information from the web-sites of travel agencies, 11 travel agencies were identified and selected which offer travels to the Republic of South Africa. These agencies are listed in the table No.4. There were prepared interview questionnaire consisting of the 4 groups of questions focussing on the following issues: 1) the volume of sales of travel packages to the Republic of South Africa in the recent 4 years; 2) factors that attract the tourists of Lithuania to travel to the Republic of South Africa; 3) factors that repulse the choices to travel to the Republic of South Africa; 4) opinion of travel agencies about attractiveness of the Republic of South Africa as a destination of outgoing tourism and about the obstacles for the development of sales of travels to the Republic of South Africa. Table No. 4- Travel agencies of Lithuania that organise travels to the Republic of South Africa No. Title of travel organiser Address 1 UAB Novaturas Jasinskio g. 16, LT novaturas@novaturas.lt Vilnius, Lithuania 2 UAB Vegaturas S. Žukausko g , LT Vilnius Lithuania 3 UAB Kauno Grūda M.K.Čiurlionio g. 9/2-12. Vilnius, Lithuania 4 UAB Aviaekspresas J. Basanavičiaus g. 35-1, LT Vilnius, Lithuania 5 UAB Švitė Pamėnkalnio g. 5/ K.Griniaus g., Vilnius, Lithuania 6 TopTravel Miško g. 30, LT Kaunas, Lithuania 7 UAB Akademinės kelionės 8 UAB "Glotera" A. Juozapavičiaus g , LT Vilnius, Lithuania 9 UAB "Litacamicus A. Jakšto g. 7, LT Vilnius, Lithuania vega@vegaturas.lt info@vegaturas.lt vilnius@gruda.lt info@aviaekspresas.lt info@svite.lt agentura@toptravel.lt marina@akademineskeliones.lt El. paštas: info@litamicus.lt 10 UAB Visit Lithuania keliones@visitlithuania.net 11 UAB West Expres A.Stulginskio 5, Vilnius, online@westexpress.lt Lithuania office@westexpress.lt 7

8 All contacted travel agencies (table No.4) agreed to cooperate in research and to provide the information that is not considered a commercial secret. They helped us to contact and interview the employees that have experience in selling the travel packages to the Republic of South Africa. Attitude of travel agencies of Lithuania to the entering of market of outgoing tourism to the Republic of South Africa All interviewed representatives of travel agencies indicated a significant decrease in sales of the travel packages to the Republic of South Africa in the last three years. If before the economic crisis annual sales of travel packages to the Republic of South Africa reached from 30 to 90 units, in 2011 there was only one tour organised to the Republic of South Africa. The main reason posited for this decrease of sales was the significantly diminished purchasing power of the population. The price of the tour of days to the Republic of South Africa for one person is from 8500 Litas (about 2460,00 EUR) to litas (about 3185,00 EUR). It is comparatively significant amount, especially for the young people. The older people prefer to have more calm rest and recreation and require more comfortable living and travel conditions what also increases the price of tour. Interviewed representatives of travel agencies defined the tours to the Republic of South Africa as exotic tours, that in many cases are purchased as the travels once in the life, because of high prices. Most of the buyers of such travel packages save the money for travelling for a long time and have very clearly defined list of the places and things that they want to visit and to see. In discussing the factors that attract tourists to choose the travel packages to the Republic of South Africa the interviewed representatives of travel agencies indicated factors that can be grouped in four types (Table No.5). Table No. 5- The factors that attract tourists to choose the travel packages to the Republic of South Africa No. Attracting factors indicated by interviewed representatives of travel agencies Number of confirming responses I. Sightseeing and cultural tourism 1. Wish to take part in safari Wish to see unique nature sights waterfall of Victoria, Krüger National 8 Park, Cape of Good Hope 3. Wish to see the nature and cities of South Africa 7 3. Wish to see animals of Africa in their natural environment 7 4. Wish to see whales and pinguins in their natural environment 6 4. Wish to experience and to know better African culture 4 5. Wish of new travel impressions and experiences 4 6. Wish to know better the history and people of South Africa 3 II. Realisation of dreams 1 Dream of the life to visit South Africa shaped from reading the books or 2 seeing movies about this country and it s people 2. Dream of life to visit South Africa, that emerged from the stories and 2 impressions of friends and colleagues who already visited South Africa. IV. Strive of personal development and self-realisation 1. Wish to test physical endurance in the travel to Africa 2 Wish to acquire new impressions and experiences 2 Strive to visit all continents during one s life 1 Wish to travel to different unseen places 1. III. Scientific interests 1 Collecting documentary materials and information about the Lithuanian writer Karolis Vairas-Račkauskas, who used to live in the Union of South Africa. 1 8

9 The answers of interviewed representatives of travel agencies show, that there is quite a wide range of reasons and factors that attract tourists from Lithuania to visit the Republic of South Africa. One of the most important attracting factors is participation in safari and seeing unique African nature. Interviewed representatives of travel agencies stressed that in the field of safari tourism the most important competitor of the Republic of South Africa is Kenya. Discussing the factors that repulse Lithuanian tourists from travelling to the Republic of South Africa, the interviewed representatives of travel agencies mentioned comparatively high prices of travel and the fear of the high crime rate and high risk of contagions, such as malaria and AIDS (Table No.6). Table No. 6- Factors that repulse Lithuanian tourists from the travel to the Republic of South Africa Factors indicated by interviewed representatives of travel agencies Number of confirming responses 1. Relatively high prices of travel packages 9 2. Fear of the risks related to high crime rate 7 3. Fear of the high risk of contagions 3 All interviewed representatives of travel agencies were convinced, that the reduction of the price of travel packages would significantly increase the attractiveness of travels to the Republic of South Africa. One interviewed manager of a travel agency suggested, that the abolition of the visa regime between Lithuania and the Republic of South Africa could reduce the costs of travel. There are no embassies of the Republic of South Africa in the Baltic countries, therefore the passports and travel documents of tourists have to be sent to the embassy in Copenhagen. In this way the costs of visa preparation and postage make about 5-7 percents of travel price. One of the favourable preconditions for abolishment of visa regime betwen Lithuania and the Republic of South Africa is the actual membership of Lithuania in the EU and NATO. Representatives of four agencies indicated, that there is a lack of knowledge and information about the Republic of South Africa and the possibilities offered by the outbound tourism to this country. This lack of information and knowledge creates significant difficulties in commercialising travel packages because travel agencies can not provide sufficient and trustworth information about tours to tourists. Interviewed representatives of travel agencies suggested, that this problem could be solved by organising special promotional tours and seminars for travel agencies in order to introduce them with the range and quality of tourism services in this country. Other representatives suggested the establishment of a database where there could be stored and accessed for tourists, a wide range of data and information obtained from the tourists who visited the Republic of South Africa and the promotional information provided by the tourism promotion agencies from the Republic of South Africa. All interviewed representatives of travel agencies agreed that the development of the outbound tourism from Lithuania to the Republic of South Africa requires the application of an integrated approach and measures, because separate and isolated measures and initiatives in this field do not yield long-term results. Conclusions The development of outbound tourism is a rather under-researched field of business in Lithuania, therefore there is a lack of knowledge and understanding about the factors that influence the motives and choices of tourists in choosing travel packages. Consequently, the lack needed 9

10 information creates obstacles for the development of outgoing tourism. Outbound tourism from Lithuania is influenced by the different specific sociohistorical, cultural and economic factors, from the impact of economic crisis to the traditions of travels and visits to friends and relatives. These emerged due to the intensive emigration processes since the end of 19th century. ir praktiniai aspektai. // Socialiniai mokslai, 2002, Nr. 2 (23). 3. Kriaučiūnas E. Tarptautinio turizmo regioninės ypatybės. // Geografijos metraštis, 2003, t.36 (2), p Krupickas R. Turistinės erdvės skirstymas//verslo ir teisės aktualijos 2009 t. 3 p12 Republic of South Africa remains quite marginal target for the tourists of Lithuania due to the high prices of travel packages. Most of the travels to South Africa can be regarded as whole life travels with very high expectations by tourists. The research demonstrated the considerably high potential for development of outbound tourism from Lithuania to the Republic of South Africa. One of important preconditions of this potential is a wide range of factors, that attract the tourists from Lithuania to acquire travel packages to the Republic of South Africa. This includes tourist interests in sightseeing and cultural tourism and ends with the different motives relating to the striving of tourists for personal development and self-realisation. The main factor, that repulses Lithuanian tourists from travelling to the Republic of South Africa is the high price of travel packages. Therefore attempts to reduce the prices of travel together with increase of the promotion and dissemination of information about South Africa s a preferred destination in Lithuania can have very positive impact to the development of outbound tourism from Lithuania to the Republic of South Africa. References 5. Lietuvos Respublikos turizmo įstatymas m. kovo 19 d. Nr. VIII-667. // Valstybės žinios, 1998, Nr Lietuvos Respublikos Turizmo įstatymo pakeitimo įstatymą 2011 m. birželio 22 d. Nr XI-1496 Vilnius ( prieiga internetu showdoc l?p id=402798&p_ query=&p tr2=2 ). 7. Lietuvos turizmo statistika Vilnius, Nacionalinė turizmo plėtros m programa: galimybių studija. Vilnius, P%20studija%20ir%20tyrimas.htm 9. Petrilovskaja K., Miškinis A. Atvykstamojo turizmo Lietuvoje konkurencingumas Baltijos šalių kontekste. // Ekonomika, 2007, Nr. 79, p Tūkstantmečio odisėją Keiptaune pasitiks Lietuvos vėliavomis ir afrikietiškais šokiais(prieiga internetu ticlepage/6/articleid/237 Žiūrėta ) 1. Prakapienė, D. (2008). Išvykstamasis turizmas Baltijos šalyse: būklės analizė Verslo ir teisės aktualijos, t.1. Vilnius: Vilniaus teisės ir verslo kolegija, p.111; Hopenienė R., Ligeikienė R. A. Turizmo paslaugų kokybės vertinimo metodologiniai 10