Evaluation of smart tourism change: do Lithuanians still need a service of guide?

ENTourism is one of human life field where IT technologies are becoming essential occurrence in the contemporary world. The service of tourism becomes smart because of smart phone’s usage during traveling. On the last decade the usage of smart phones was enhanced with advanced features and the usage of smart phones is going to increase more than 2.8 billion until 2020 year. Thus, it is obvious that changes in the tourism industry in the near future will be related to smartphones due to the potential of these devices to be resumed. Travelers are using smart phones not just for information search; rather they could book the hotel, tickets, etc., and even plan the entire trip. Thus, it becomes interesting how the tourism service is changing; when and how the smart phones are used differently from everyday human life during travel. How much guide’s profession is still popular? Purpose of the research is to measure the prevalence of smart phone’s usage in Lithuania. Purpose was solved using such research methods as literature review and quantitative questionnaire. The research results were achieved analyzing data of 399 respondents (travelling Lithuanians). Cronbach alpha of 74 questions was 0,954. The research in the Lithuanian context suggests that mobile applications are used for travel planning and travel improves tourism experience, but the usage of smart phone is still more in the growth process than essential application during travel.