Teritorijų turistinis marketingas šalies regionų vystymo kontekste

ENThe concept of modem marketing became very wide. Tourism marketing means methods of analyze and investigation of fulfillment of demands of tourism service. Touring marketing of territories (TMT) as a subtipe of marketing of territories means prognosis, management and fulfillment of demand of territories suitable for tourism. TMT can let one to pay more complex attention to territories suitable for tourism, analyze and estimate tourism reserves and possibilities of their usage. It is important for attraction and distribution of certain directions and to formation of image of territory, as well as activation of regional and local development. Organizing of activities of touring marketing of territories is problematic, because tourism reserves are located not evenly. Optimum way for its implentation shall be not to use administrative units, but tourism areas, that can occupy territories of few municipalities or regions. Therefore collaboration of tourism departments of municipalities and regions, management of state parks becomes of great importance. Unfortunately, the institutional structure of tourism has been formed in full in Lithuania yet. Activities of the existing of State tourism department are concentrated on investigation and fulfillment of needs of foreign tourists. Thus touring marketing of territories becomes of a more great value, as it can assist in the development of local tourism.Over 70% of main recreational-natural resources of Lithuania are concentrated in protected areas: national parks, regional parks and landscape reserves. It would enable better utilisation of recreational potential of the State parks, encourage local car tourism, distribute flows of foreign tourists from cities towards periphery. In process of making planning schemes for the State parks, an idea occurred to combine the State parks and other equivalent territories, distinctive due to their recreational potential and opportunities for development of eco-recreation, into tourism tracts - parks rings of Aukštaitija, Dzūkija, Žemaitija, Pajūris, Suvalkija, Middle Lithuania and national level route - the ring of Lithuania parks. This system might be an important instrument for regional development in Lithuania.