LITHUANIAN GASTRONOMIC TOURISM POTENTIAL: OPPORTUNITIES AND PERSPECTIVES

Abstract

Purpose – the aim of this paper is to analyze the gastronomic tourism trends in the world and in Lithuania, to determine the opportunities and the potential of gastronomic tourism in Lithuania and to provide recommendations for its development. Design – the theoretical part gives the understanding of gastronomic tourism in the world and its potential in Lithuania. The research gives an understanding of gastronomic tourism situation in Lithuania. Methodology – the research was done using analysis of scientific literature, secondary data analysis method of analysis and synthesis, quantitative research. The quantitative method used in this paper is a survey conducted among the local travelers. The results of the research were statistically processed using the Excel. Approach - gastronomic tourism is becoming an increasingly popular area of tourism, generating billions in revenue for businesses worldwide. According to the Global Report on Food Tourism, 79 percent travelers travel itinerary consists of a pre-analyzed calendar of gastronomic events and local cuisine, one in three travelers consider national cuisine to be a motivating travel choice and spends about 30 percent on food of total travel expenses. Findings – in Lithuania, gastronomic travel is still a relatively new niche in tourism. In recent years, this area of tourism has attracted considerable interest from foreign tourists and local travelers, however, the Covid 19 pandemic halted travel. Due to the tense situation in Europe, Lithuania still does not receive a larger number of tourists from foreign countries. Hospitality businesses use variety of means to engage, attract, and encourage local people to travel. Gastronomic tourism is one of such measures, as Lithuania can offer travelers quality local food, interesting national dishes with deep traditions, various food festivals and events. Originality of the research – the article analyzes results of research, discusses ways of attracting local tourists introducing more variety in gastronomic tourism. Practical implications are based on research findings and could be used by local travel agencies creating new gastronomic tourism products.