Kaimo turizmo rinkodaros aspektai

LTKaimo turizmo verslas sparčiai auga, tačiau jo lyginamasis svoris bendroje turizmo paslaugų apimtyje tebėra gana nedidelis. Straipsnyje analizuojami kaimo turizmo rinkodaros aspektai. Vertinamas kaimo turizmo verslo įmonių pasirengimas naudoti tradicinius rinkodaros instrumentus: planavimą, segmentavimą, pozicionavimą, produkto kūrimą, kainodarą, paslaugų paskirstymo kanalus, rėmimą. Darbas grindžiamas literatūros Šaltinių analize bei 2001 m. rugpjūčio mėn. atlikto kaimo turizmo sodybų tyrimo rezultatais. [Iš leidinio]

ENThe rural tourism development is influenced by objective and subjective factors. The main reason, which trouble further rural tourism dynamics, is insufficient level of the marketing researches. Another major reason is incoherent using of marketing mix elements in the business practice. The main factor is the lack of managerial qualification of businessmen in rural tourism area. On August of 2001 year the marketing research was done and this hypothesis was proved. The research results proved that the scale of prices in rural tourism business in Klaipėda district is very constricted. It is not connected with the quality of the services or with home comforts. In the pricing the key factor is prices of competitors. The channels of distribution in rural tourism business usually have only one level and the owners of steadings are very passive and conservative in creating new ways of distribution.The advertising is most popular element of communication in business of rural tourism in Klaipėda area. This advertising is inefficient. The key factors in choosing of the publicist are fortuity and low price. In this business the main publicists are catalogs and advertisements in the newspapers. Businessmen do not care about attracting objective segments of customers market. The portraits of common user of Internet and common user of the services of rural tourism are really identical. Rural tourism businessmen from Klaipėda district do not pay attention to the Internet and loose a lot of potential customers. The using level of sales promotion and publicity is very low. It is used mainly on initiative of Lithuanian rural tourism. The level of using of direct marketing is very low either. In Klaipeda district businessmen of rural tourism have poor understanding about potential and possibilities they can get from the efficient using of elements marketing mix: pricing, channels of distribution, product and communication. They must prioritize marketing actions in their business. [From the publication]