Ekologinės rinkodaros koncepcijos taikymu pagrįstas kaimo turizmo konkurencinio pranašumo formavimas

The goal of the research is to form marketing tools to increase the rationality of decisions by applying a green marketing concept to create Lithuanian rural tourism business organizations’ competitive advantages. The object of the research is the rural tourism business organizations’ activity. The scientific problem is formulated in the following question: does the business orientation to the preservation of the environment help to gain a competitive advantage in the analyzed rural tourism industry? This article analyzes a prevalence of rural tourism business orientation to the preservation of the environment, a condition of green marketing principles application, and an effect of business competitive advantages creation. On the basis of research findings, marketing tools to increase competitiveness of rural tourism business organizations without prejudice to the provisions of consistency with the environment are formed