| Abstract [eng] |
Much attention has been paid to the regional tourism development and promotion policy and the initiation of actions at the local level in various documents in the Republic of Lithuania, but there are few reviews and studies of how really are used documents and how the local government sees tourism as a profitable industry. How is the regional tourism promotion policy applied in the peripheral districts of Lithuania e.g. in Rokiškis. The aim of the research is to investigate the peculiarities of positioning Rokiškis as a tourist area, revealing the factors promoting the awareness of the area and identifiable obstacles. The methodology of research. There was performed a combined research, combining qualitative research methods. Tools used: content analysis and interviews. There were applied data transcription and content analysis methods. The sample consisted of: 10 officially submitted documents in a content study, 8 selected experts in a qualitative study. The research was conducted in accordance with ethical principles. The results of the research. It was established that the regional tourism development and promotion policy is poorly reflected in Rokiškis district officially presented strategy papers, except for 2012 approved by Rokiškis district a sectoral study on the development of public tourism infrastructure and services. It has been established that tourism activities are documented in connection with the regional museum, cultural heritage, traditional crafts, active leisure and natural resources. There were identified barriers to the development of the tourist area during the expert interviews - lack of cooperation, lack of a clear leader in tourism development, lack of strategic documents and agreements and motivating factors - rich cultural heritage, deep and explored local history, active communities. The conclusion is the lack of a unified approach, coordinated actions, clear and relevant tourism marketing strategy in the development of tourism in Rokiškis district. |
