Turizmo sektoriaus raiškos pagrindimas: vadybinio ir ekonominio koncepto paieškos
LTStraipsnyje aptariama turizmo sektoriaus, kaip ūkio šakos, raiška ir tendencijos. Atskleidžiamas šio sektoriaus raiškos vadybinis ir ekonominis konceptas. Remiantis Pasaulinės turizmo organizacijos (PTO) pateiktais duomenimis, iš turizmo sektorius eksporto 2016 m. gauta apie 1.393 trilijoną USD pajamų, o turizmas sudarė 30 proc. viso pasaulio paslaugų eksporto. Pažymima, jog pasaulyje 1 iš 10 žmonių dirba būtent turizmo sektoriuje. Panaši tendencija stebima ir mūsų šalyje, padedanti užtikrinti konkurencingą ūkio augimą. Lietuvos geografinė, geopolitinė padėtis, tinkamai parinktas turizmo paslaugų organizavimas bei turizmo rinkodaros strategija, užtikrina puikias perspektyvas, populiarinant bei plečiant ne tik vietinį, bet ir atvykstamąjį turizmą šalyje. Apžvelgiami strateginiai dokumentai, kuriuose pristatomi uždaviniai, orientuoti į turizmo sektoriaus raišką, plėtojant tiek vadybinius (profesinės darbuotojų kompetencijos tobulinimo ir kt.), tiek makro ir mikro ekonominius (konkurencinės aplinkos; naujų rinkų paieškos ir kt.) aspektus. Turizmo sektoriaus aptarime konceptualiai išryškintas vadybinis konceptas, kuriame atsiskleidė dvi šį sektorių atliepiančios sampratų reikšmės. Pirmuoju atveju, nustatyta, jog turizmo sektoriuje ryškiausias aspektas – svetingumas, pristatomas kaip nuostata ar savybė, kuri yra išreiškiama dosniu, draugišku ir geranorišku svečių, lankytojų ar klientų priėmimu.Antruoju atveju, pabrėžtina, jog turizmo sektoriuje svetingumas pasireiškia kaip verslo sritis, kurioje profesinė veikla yra nukreipiama turizmo sektoriaus dalyviams kaip svetingumo paslaugų vartotojams - turistams, vietiniams gyventojams. Aiškinant turizmo sektoriaus ekonominį konceptą, įvertintos globalizacijos socioekonominės sąlygos ir vis labiau kintančios ekonominės, politinės, demografinės, socialinės, technologinės, kultūrinės vystymosi tendencijos: auganti žmonių populiacija, intensyviai kintantis gyvenimo būdas, gerėjantis pragyvenimo lygis, technologijų pažanga, kurios skatina turizmo sektoriaus plėtros konkurencingumą bei investicines perspektyvas rinkoje. Raktiniai žodžiai: turizmo sektorius, globalizacija, vadybinis ir ekonominis aspektas. [Iš leidinio]
ENThe article deals with the development and trends of the tourism sector as a branch of economy. The managerial and economic concept of the sector's expression is revealed. The authors of the article refer to the theoretical insight, which conceptualises the concepts of hospitality and hospitality business, in support of the managerial aspect of the tourism sector. When discussing the economic aspect of the tourism sector, it was based on the method of secondary statistical data: analysis of strategic documents regulating the intensive development of tourism in Europe and Lithuania, taking into account Lithuania social and economic development tendencies. According to data provided by the World Tourism Organization (WTO), the tourism sector was exported in 2016. Revenues of USD 1.393 trillion were earned, while tourism accounted for 30% worldwide exports of services. It is noted that 1 out of 10 people in the world work in the tourism sector in particular. A similar tendency is also observed in our country, which helps to ensure competitive economic growth. The geographic and geopolitical situation in Lithuania, the well-organized organization of tourism services and the tourism marketing strategy provide excellent prospects for the promotion and expansion of not only local, but also inbound tourism in the country. It should be noted that the issues of development of the Lithuanian tourism sector are being discussed, taking into account global tourism development tendencies. The recommendations of the European Commission were emphasized and stressed that in order to increase the competitiveness of the European tourism sector, it is necessary in our country: to offer various tourism services, to use innovations in tourism, to improve professional skills and competences of staff, to extend the tourism season, to promote cross-border tourism initiatives (routes, bicycle routes, etc.), to promote the development of sustainable and high quality of tourism.According to the Strategy of Lithuanian Tourism Marketing 2010-2016, the main factors influencing the changes in the behavior of tourism services users are distinguished: the increasing number of experienced travelers, when the number of experienced tourists who are aware of their rights in obtaining quality services and wanting the quality of tourism services to correspond to the price ratio ; The ever-changing lifestyle of people also influences changes in the behavior of tourism services users. It is expected that the demand for organized group tours will decrease, which will result in the emergence of personalized service providers on the market. Price sensitivity is an important aspect. The European countries have faced an economic crisis and ended a period of high consumption. Traveling people do not want to overpay for travel costs, so social networking platforms are becoming increasingly popular with people sharing information about services and their prices. Europeans who care for health also travel greatly to their health, which has a huge influence on the direction of travel, with priority being given to areas that do not cause harm to health. Therefore, the spa and wellness centers provide services. There is a growing need for responsible and sustainable tourism, where the priority is given to nature conservation. According to the head of the Department of Tourism Development of the Lithuania Tourism Department, it can be highlighted, that he coherent marketing of tourism is focused on the priority incoming tourism markets, i.e. target (Italy, United Kingdom, Norway, France, Sweden, Germany), distant (Israel, Japan, USA, China). The following statistical data demonstrate the economic benefits to the development of the Lithuanian tourism sector: in the first half of the 2017 foreign tourists in Lithuania (travel services exports) amounted to 0.63 billion.Seeking to reveal the content of tourism as a branch of the economy, it can be noted that tourism is diversified, including accommodation, catering, transport, leisure and recreation, etc. The revealed management and economic concept of the tourism sector has allowed expanding the field of social phenomenon analysis. The management concept was highlighted in the discussion of the tourism sector, in which two values of the concept of hospitality as a branch of tourism were revealed. In the first case, the most prominent aspect of the tourism sector is that of hospitality, presented as a provision or feature that is expressed by the generous, friendly and benevolent acceptance (accommodation) of guests, visitors or clients and catering to all the wishes and wishes of their guests, ensuring that guests would be satisfied, feel good and would like to come back. This concept reflects the competencies of people working in the tourism sector and the main factors determining the changes in the behavior of tourism services users. In the second case, it has been established that hospitality in the tourism sector appears as a business area in which professional activities are directed towards participants of the tourism sector as users of hospitality services - for tourists, for the local population. It should be noted that both of these concepts are based on qualitative criteria for the services provided in the tourism sector. It can be argued that in interpreting the economic concept of tourism as a segment of the economy it is necessary to assess the socio-economic conditions of globalization. In recent years, the ever-changing tendencies of economic, political, demographic, social, technological, and cultural development in the world have been observed: growing population of people, changing lifestyles, improving livelihoods, technological advances contributes to the competitiveness of the development of the tourism sector [...]. [From the publication]
