Managing sustainable tourism in the context of changing consumer behaviour and consumer value

ENChanges caused by globalization changed consumer behaviour. It is passed from the era of items to the era of services causing emotions. On the other hand, it’s still a speculation, whether globalization affects the behaviour of Lithuanian people in choosing tourism. The research found that the Lithuanian residents still live in the era of items. For them is most important material safety and image through items. To meet these needs Lithuanian residents prefer traveling abroad. Outbound tourism is attractive for the population of Lithuania, but they frequently travel in Lithuanian territory. Lithuanian tourists are planning travel usually by themselves; this process is combined with rational. Economic, demographic and cultural factors have the greatest influence on the choice of Lithuanians to make trips. Social, psychological and situational factors in the marketing mix have less impact.