Strategy formation in tourism organizations

The object of the study is: strategy formation in Kaunas tourism organizations. The aim of the study: to ascertain specific peculiarities of strategy formation in Kaunas tourism organizations. The tasks of the study: 1. To determine strategy conception and significance for the efficiency of the enterprise activity. 2. To except characteristic strategy creation and realization processes for strategy schools. 3. To except factors determining enterprises strategy formation and except the most important for the tourism enterprises. 4. To prepare tourism enterprise strategy model. 5. To sort out what determines strategy formation specific features in travel agencies. Results: 1. Strategy is deliberate and long lasting development direction of the organization, which creates possibilities for the organization to realize its aims and is based referring to its activity spheres and forms, internal resources and position in external environment. Tourism strategy must be formed taking into consideration state and regional tourism strategy. Furthermore it is very important to choose suitable strategy for the concrete enterprise. 2. The choice of strategy schools and strategy formation depends on the environmental changes, competition, individual experience of the leader, potential of the organization, organization culture and size, government and political power. Creation of strategy and realization processes can be various, strictly structurized or chosen from a lot of alternatives. 3. Creating tourism enterprise strategy and realizing it, the biggest attention must be paid to the consumer‘s service quality assurance, consumer, innovations and the strategic position strengthening. 4. Prepared tourism enterprise strategy model shows mutual relations between state, regional and enterprise strategies, also determines the most important strategy formation factors for the tourism organizations. 5. The research showed that in investigated travel agencies dominate configuration school, which doesn’t outline strictly rules for the agency strategy formation and realization. This allows the heads of the travel agencies to create and realize strategies, not to keep to the strict rules, but to act according to tourism business specific, paying the biggest attention to the maximization of the consumers needs requirements