Rytų Aukštaitijos regiono turizmo konkurencingumas

LTStraipsnyje analizuojami turistinio regiono konkurencingumo teoriniai aspektai, atlikta Rytų Aukštaitijos regiono turizmo konkurencingumo analizė naudojant Wöber (2002) išskirtus bei papildomus turistinio regiono konkurencingumo veiksnius. Atlikta Rytų Aukštaitijos regiono turizmo konkurencingumo veiksnių lyginamoji analizė lyginant su panašaus regiono – Orebro regiono Švedijoje – turistinio regiono konkurencingumo veiksniais. Įvertinus Rytų Aukštaitijos regiono konkurencingumo veiksnius, išskirtus remiantis Wöber (2002) bei papildomus veiksnius, bendras regiono turizmo konkurencingumo vertinimo vidurkis turizmo ekspertų požiūriu yra 7,5 balo. Pateikti pasiūlymai Rytų Aukštaitijos regiono konkurencingumui didinti. Raktažodžiai: konkurencingumas, regiono turizmo konkurencingumas, regiono turizmo konkurencingumo veiksniai. [Iš leidinio]

ENThe aim of the article - after theoretical research of a tourism region competitiveness concept, to evaluate tourism competitiveness of the Eastern Aukštaitija region and perform a comparative analysis. The tasks of the article are to the perform theoretical analysis of the competitiveness of a tourism region and perform comparative analysis the Eastern Aukštaitija region tourism competitiveness. Research methods are the analysis of scientific literature, testing competitiveness factors of the tourist region of and evaluation of competitiveness of the tourism region using a "web" sketch (spider plot). The competitiveness of tourism regions has been analysed by foreign authors M. Porter (2003), Hassan (2006), Ritchie and Crouch (2003), Wöber (2002) and other scientists. The first conclusion of the article is that competitiveness of tourism regions depends on the development of resources and the environment in which service companies are competing. The most important factors of competitiveness development resources are natural resources, staff competence, financial resources and infrastructure. The second conclusion is that the assessment of Eastern Aukštaitija competitiveness factors, distinguished on the basis of Wöber (2002) methodology (cultural and natural resources, tourism, infrastructure, personnel competence, the tourist market variety, geographic environment, virtual environment, the image of tourists of the area) and additional factors, such as management of tourism region, climate, accessibility of tourism region, pricing policy, government support for tourism, political stability, status of tourism destination are overall competitiveness of the tourist region, the average of which from the experts’ point of view is 7.5 points.Proposals for increasing the competitiveness of Eastern Aukštaitija region are to create more tourism clusters, to develop regional protected areas as competitive eco-tourism, to encourage public-private sector cooperation in the field of tourism, exploiting the region's natural resources, to develop tourism products for individual experiences, to improve tourism staff competence, to improve the management of tourism in the municipalities. Keywords: competitiveness, tourism destination, tourism destination competitiveness factors. [From the publication]