Rural tourism development in Eastern Aukštaitija region

Straipsnyje autoriai analizuoja kaimo turizmo plėtrą skatinančius ir ribojančius veiksnius Rytų Aukštaitijos regione. Plačiai apžvelgiama užsienio ir Lietuvos mokslininkų nuomonė apie kaimo turizmo plėtrą, pateikiama statistinė informacija. Atliktas anketinės apklausos tyrimas, apklausiant Rytų Aukštaitijos regiono kaimo turizmo sodybų savininkus ir lankytojus. Autoriai pristato tyrimo rezultatus, atskleidžiančius kaimo turizmo plėtros perspektyvas Rytų Aukštaitijos regione. Tyrimas priskirtinas prie bandomųjų, tačiau ir jis suteikia galimybių imtis tolesnių mokslinių paieškų.The authors of the article analyze rural tourism development in Eastern Aukštaitija region. Research objectives: to carry out theoretical and situation analysis of rural tourism in Eastern Aukštaitija region and provide recommendations regarding tourism development. Research methods: scientific literature review, quantitative survey, data generalization. Eastern Aukštaitija region (Anykščiai, Ignalina, Molėtai, Utena and Zarasai districts) was chosen because here the number of homesteads is highest in Lithuania. A literature review (A. I. Polo, D. Frías, R. Sharpley, G. M. V. de la Torre, J. L. T. Herreros, E. M. Fernández, A. Astromskienė, R. Sirusienė, A. Damulienė, J. Ramanauskienė, A. Gargasas, I. Iždonaitė, V. Gražulis, B. Žuromskaitė, V. Žilinskas, M. Maksimenko, etc.) revealed the theoretical aspects of rural tourism development, they are provided in the theoretical part, research findings – in the empirical part of the article. Two questionnaires were designed, one for homestead owners, another for guests. The sample size was calculated using Schwarzeʼs formula. The surveyed guests were those who would stay overnight and spend 2-3 days in the homestead, the majority of them were from Lithuania. The surveyed owners and guests noted that the main strength of the region is its attractive nature, the lake, a beautiful landscape. The survey showed that rural tourism has been increasing. A little less than half of the surveyed owners were planning to expand their business, the majority of the owners of 3-4 stork homesteads – to provide summer/winter services, widen the range of offered activities and services (health, camping, educational, spa, guide), rent sporting equipment. Business owners can expand their business by offering a wider variety of services and entertainments. A literature review showed that rural tourism promotes economic and social progress, ensures environmental sustainability, creates job places, raises the standard of living, protects cultural heritage and social values, contributes to solving unemployment problems, revitalizing rural areas. Two groups of factors that affect rural tourism development were identified. External factors: legal framework, economic, political, social situation and internal factors: the size of the homestead, the number of offered services, professionalism and personal qualities of the owner, ability to communicate in foreign languages, etc. It was recommended to use EU funding programs for 2014-2020 and apply for financial support for public and private tourism infrastructure development. Seeking to address the negative impact of seasonality a greater variety of services to meet guests’ expectations and needs should be offered. Other recommendations: to advertise and market the business, to make the inside and outside areas attractive and comfortable, to provide internet connection. Homestead owners should develop and improve interpersonal, communication (especially in foreign languages), entrepreneurial skills by using training programs as well as other support provided at regional level