Coopetition Usefulness: What do the Agents of Lithuanian Travel Trade Market Think?

AbstractDynamic changes of tourism market determine the necessity for its participants to search for adequate ways of activity. Coopetition is one of such ways. The article discloses coopetition nature, reasons, benefits as well as dark side of this phenomenon and diversity of coopetition. The results of the case studies of Lithuanian tour operators show that coopetition among tour operators, which are core elements of tourism market, is in the stage of rudiment, and its possibilities are limited by legal, market and organizational reasons. This is the first attempt to understand the coopetition phenomenon in Lithuanian tourism market. Deeper understanding of this phenomenon is possible by continuing broader researches