[Can niche tourism boost Lithuania's tourism industry?]

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Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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Abstract

In this study we try to explore the concept of “Niche Tourism” in a holistic context. The main focus of the research is on “Niche Tourism” and its relation with “Lithuania”. The research also analyzes many aspects of “Niche Tourism” and tries to gauge its effect on “Lithuania”. Finally the research describes various factors which are responsible for “Niche Tourism” and tries to describe the overall effect of “Niche Tourism” on “Lithuania”.

Table of Contents

CHAPTER 1: INTRODUCTION1

Background of the study3

Problem Statement4

Research Aims and Objectives5

Significance of the Study5

CHAPTER 2: LITERATURE REVIEW6

Analysis Of The Four Target Tourism Markets9

Ministry of Social Security and Labour9

Lithuanian Hotels and Restaurants Association10

National Health Resort Association of Lithuania10

Market trends11

Supply of services12

Supply of services from a European point of view13

Sustainable tourism aspects14

Feasibility of Niche tourism15

The influence of labels and framing on satisfaction with the tourism experience16

The role of authenticity in shaping consumers' interpretation of, and satisfaction with, the tourism experience17

The moderating role played by tourism “experience type” on the relationship between consumer expectations and satisfaction.18

CHAPTER 3: METHODOLOGY19

Research Design19

Literature Search19

CHAPTER 4: RESEARCH ANALYSIS20

CHAPTER 5: CONCLUSION22

REFERENCES25

Chapter 1: Introduction

Lithuania experiences a constant increase of foreign visitors. As of the first half of 2006 the number of visitors has risen 11.1 percent compared to 2005 and reached 985.7 thousand. Lithuania attracts foreign visitors mostly from Russia, Germany, Poland, Latvia, Belarus, the United Kingdom, Estonia and Finland. Druskininkai and Bir tonas resorts experienced around 50 percent increase of occupiers in 2005 compared to 2004; while the increase of arrivals staying in Neringa and Palanga averaged 22 percent. The majority of visitors staying in hotels and lodging houses come from Germany, Poland, Latvia, the United Kingdom, Russia, and Finland.

From January to September 2006, Lithuanian hotels have experienced a 13,7 percent increase of occupiers compared to 2005, 51 percent of them being foreign visitors . Among them, a number of foreign occupiers in Druskininkai has increased 25,7 percent and 27,5 percent in Palanga. Almost a half of the foreign visitors were staying in the capital, Vilnius, that experienced an increase of 10,6 percent. More than twice as many foreigners had stayed in Bir tonas' sanatories, compared to 2005. (Luzzi, 2003, 243,)

The concept of 'niche tourism' has emerged in recent years in counter-point to what is commonly referred to as 'mass tourism'. It implies a more sophisticated set of practices that distinguish and differentiate tourists. In a globalising world of increasing sameness, niche tourism represents diversity and ways of marking difference. It plays on the pejorative connotations that have accompanied the evolution of mass and package ...