Attracting Danish tourists to Lithuania

Vaida Vitkuté Enevoldsen

Student thesis: Master thesis


The main purpose of this project was to find out why Danes do not travel to Lithuania and what can be done about it. The researcher chose to analyse the problem from the Danish intermediaries’ stand point and how they can stimulate the Danish outbound demand to Lithuania. The project is based on Leiper’s systematic approach of tourism. The researcher analyses the whole tourism system between Denmark (TGR) and Lithuania (TDR). The analysis is divided into three main parts. First, the focus is on the internal factors of the destination supply. Second, the focus is on the intermediaries’ role in relation to influencing outbound tourism demand. Third, the focus is on main factors affecting destination demand by Danish tourists. The reader is presented with the most significant findings in the analysis, where strengths, weaknesses, opportunities and threats of demand, supply and intermediation are examined. The PEST and other factors, like seasonality, are investigated to find the most important factors influencing the tourism demand in TGR and TDR. The analysis of the intermediation is based upon the ICTs and their influence on the intermediaries. Here, the importance of the Internet and social media are discussed. Gilbert’s framework is used to analyse the complex behaviour of Danish tourists. Here, the discussion about motivation, information search, holiday image, preference of holiday, follows. Other theories, regarding destination branding, transportation, attractions, hospitality and others also are applied. The researcher discovers that a lack of awareness about the destination in Denmark, the preference to travel south and Lithuania’s similarity to Scandinavia, is the three main reasons that Danes travel somewhere else. Additionally, Danes perceive Lithuania negatively. The selected Danish intermediaries do not offer any tourism products to Lithuania. Therefore Danes do not even consider the destination as an option for holiday or a short break. Also, Lithuania, as a destination, does not have a strong brand to be recognized in Europe. The Danish intermediaries can stimulate the Danish outbound demand through market ing and communication. Here value for money, close distance to Denmark and different types of products (spa/ wellness) is the focus. The internet and social media sites, like Facebook, are applied by the Danish intermediaries quiet intensively to create the professional and effective space of interaction with consumers to provide high quality service, protect their brands and sell their products.

EducationsMSocSc in Service Management, (Graduate Programme) Final Thesis
Publication date2011
Number of pages103