PROMOTION OF RURAL TOURISM ACCOMMODATION SERVICES SALES

Authors

  • Dalia Perkumienė Vytautas Magnus University
  • Biruta Švagždienė Lithuanian Sports University
  • Viktė Ažukaitė Lithuanian Sports University

DOI:

https://doi.org/10.15544/RD.2021.069

Keywords:

promotion, rural tourism, accommodation services, sales

Abstract

The rapid development of rural tourism business is attractive to researchers of various social sciences. Rural tourism is usually studied in the general context of service economics and management aspects, without highlighting the peculiarities, objective and subjective difficulties of sustainable development. Successful business development in rural tourism homesteads is not possible without a good knowledge of its environment evaluation and research-based marketing decisions. The complex process of organizing services requires appropriate strategic steps and is impossible without sales promotion activities. The complex use of advertising, direct marketing, public relations, personal sales, and strategic tools to increase sales stimulates interest and creates a connection between the consumer and the service provider. Rural tourism homesteads often do not have marketing strategies, do not use strategic tools for sales promotion, do not follow the latest scientific insights, therefore homesteads do not fully use their potential. Guidelines for sales promotion of rural tourism accommodation services, stating that homesteads should pay attention to their brand, websites, social accounts, targeted advertising, marketing strategy and the latest scientific literature related to tourism, would be a useful tool to increase homestead sales more effectively. This article aims to reveal the possibilities of sales promotion of rural tourism accommodation services.

The main research methods: analysis of scientific literature sources; statistical data analysis; content analysis and other methods. The aim of research – to identify the sales situation of rural tourism accommodation services and to develop guidelines for sales promotion.

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Published

2022-01-25

Issue

Section

Social Innovations for Rural Development