Rural tourist satisfaction index: a case of Lithuania

ENTourism industry is becoming one of the fastest growing industries in the world. Considering its significance in the economy of many countries, the research in tourism is growing, as well. Achieving to develop tourism industry, tourist satisfaction becomes a considerable goal for many countries. In this article, rural tourism is taken into consideration. However, scientific research in the field of Lithuanian rural tourist satisfaction is still scarce. Therefore, the level of Lithuanian rural tourist satisfaction and the factors determining their satisfaction are being determined in current research aiming to elaborate Rural Tourist Satisfaction Index in Lithuanian framework. Research results highlighted that the determinants of Lithuanian rural tourist satisfaction are: ‘accommodation and catering’, ‘destination aesthetics’, ‘environmental preservation’, ‘destination marketing’ and ‘perceived value’. Rural tourists in Lithuania value the benefits of ‘green marketing’, amenities and the efforts of expanding the variety of activities; the emphasis of all these aspects is perceived as ‘destination marketing’. On the other hand, levels of activities in rural destinations, quality of accommodation and catering, and aesthetics in Lithuanian rural destinations are insufficient. Enhancing these aspects could result in higher satisfaction and loyalty levels of rural tourists, and that would contribute to the rural tourism development in Lithuania. Key words: rural tourism, structural equation modelling, satisfaction index. [From the publication]