Analizuoti miesto marketingo bei laisvalaikio truzimo konceptai, išskirti miesto marketingo strateginiai ir taktiniai sprendimai, miesto marketingo planavimas, vartotojų poreikius tenkinantys laisvalaikio turizmo paslaugų teikėjai. Nustatyta marketingo vieta, tenkinant turisto poreikius. Miesto marketingo studijomis daugiausia domisi užsienio mokslininkai, lietuvių mokslininkų patirtis šia tema nepakankama. Tikslas - atlikus miesto marketingo bei laisvalaikio turizmo teorinių aspektų analizę, parengti miesto marketingo, orientuoto į laisvalaikio turizmą, modelį ir patikrinti jį empiriškai. Tyrimo metodai – kokybinis ir kiekybinis, kokybinis – content analizė, kiekybinis – anketinė turistų apklausa. / Concepts of city marketing and leisure tourism, strategical and tactical decisions of city marketing, city marketing planning, different types of leisure tourism organizations arranged by category, marketing place on purpose to satisfy the needs of tourist, were analyzed in theoretical part. These domains are not enough analyzed in theoretical and practical dimension in Lithuania. Scholastic articles are presented by initiative of foreign authors, not Lithuanian. The thesis should be helpful for local governance.The aim. To formulate the model of city marketing, orientated to leisure tourism by theoretical aspects of city marketing and leisure tourism.The methods of research. Quantitative and qualitative methods. Qualitative method – content analysis, quantitative – questionnaire of tourists.

Open Gardens are those in private homes that have been opened as visitor attractions, where a proportion of money charged for entry is given to charity. Whilst there is a body of literature on garden visiting, there is little empirical research into garden opening. In addition, the existing studies, which were largely based on quantitative methods, do not differentiate between the roles and perspectives of the various agents who produce garden openings. This research investigates how Open Gardens, under the auspices of the charitable organisation Scotland’s Gardens, are collaboratively produced by garden openers, their helpers, volunteers and salaried staff of the organisation. The principal method of data collection was fieldwork that included participant observations from 39 site visits and 41 semi-structured interviews with the four kinds of producers. Supplementary data were generated from archival documents that record the historical development of Open Gardens. Data collected from fieldwork were analysed and categorised according to themes emerging by means of domain analysis. Each theme was carefully defined and described by creating thematic codes. After the preliminary data analysis, ongoing reading of various social theory literatures drew me towards using concepts of power to more deeply understand the nuanced ways in which the four kinds of producers work together. Hearn’s (2012) theoretical framework was employed to examine how power which differs in perception between the various agents in a given social situation operates in the production of Scottish Open Gardens. The data suggest that the meaning of legitimate power exercised by the producers of Scottish Open Gardens is often highly subjective. Some volunteers were reluctant to fully exercise their power to instruct garden openers because they assumed their request would not be accepted or that it would lead to unwanted conflict. Some garden openers concealed their intentions to show off their horticultural achievements through engagement with Scottish Open Gardens, because they perceived that others would regard pursuing such personal interests to be egocentric. The data also suggest that the production of Scottish Open Gardens is partly dependent on non-human forces such as nature or materials. The quality of gardens, the number of visitors and the amount raised for charity were determined by weather conditions, public transportation and even the refreshments on offer. The findings highlight the role of such non-human elements in the production of Scottish Open Gardens, and challenges the conventional premise that human-intentionality alone defines agency. The thesis concludes that the production of Scottish Open Gardens can be more deeply understood by considering the highly fluid, subjective and non-human ways in which power operates. There is no definitively powerful agent present, as the locus of power is continually contested between a rich and complex mixture of human and non-human agents. An implication for practice is that Scotland’s Gardens should clarify which agents may be more or less empowered in given aspects of Open Garden production, and the ways in which his or her power can and should be legitimised. The thesis also offers a broad theoretical framework which may help to more deeply understand the subtle power operations present in the co-production of outdoor leisure and tourism pursuits.

This research compared the expenditure patterns, profiles, and trip characteristics of volunteer and leisure tourists in New Orleans. Survey research methods were used to obtain a sample of voluntourists that was compared to a leisure tourist sample obtained from secondary data. Visitors’ expenditures across six types of spending, demographics, and travel information were collected. Data analysis included eight t-tests that revealed that voluntourists’ spending was lower in five out of six categories, total daily expenditures, and total trip spending. Voluntourists spent more on local transportation but preferred cheaper accommodations and dining, seldom gambled, shopped little at the destination, and rarely visited tourist attractions. Frequency analysis used to profile tourists discovered that voluntourists traveled greater distances to the destination than leisure tourists and came from northern states. While most leisure tourists were aged between 35-64 years, married, and neither students nor retired, most voluntourists were younger, single, and still in college.

This study provides an integrated approach to understanding the relationship between destination branding and tourist behavior, and attempts to extend the theoretical and empirical evidence about the structural relationships among the following constructs: destination image, perceived quality, destination awareness (elements of destination branding), tourist satisfaction, and tourist loyalty (elements of tourist behavior) in the leisure tourism market. This study develops and empirically tests a destination branding model and its relevant components from the perspectives of tourists, so that it will help destination marketers to build more competitive tourism destinations. The destination brand model is based on relationship marketing theory, signaling theory, and brand equity theory. The model proposed four major hypotheses: 1) destination branding has a direct positive influence on tourist loyalty; 2) destination branding has an indirect positive influence on tourist loyalty through tourist satisfaction; 3) tourist satisfaction has a positive influence on tourist loyalty; and 4) the relationship between destination branding and tourist satisfaction is moderated by trip types. A sample population consisting of residents of Virginia was surveyed. A stratified sampling method and a random sampling method were used to select the sample. A total of 304 usable questionnaires out of 2,000 questionnaires were collected. Structural equation modeling (SEM) was used to test hypotheses in this study. The results revealed that: 1) cognitive destination image and destination familiarity had a direct influence on tourist loyalty as well as an indirect influence on tourist loyalty through tourist satisfaction; 2) affective destination image had only an indirect impact on tourist loyalty through tourist satisfaction; 3) tourist satisfaction had a significant relationship with tourist loyalty; and 4) cognitive destination image, affective destination image, and destination recognition were moderated by trip types. This study can initiate the development of theoretical foundations for destination branding. Also, the implications of these findings can help destination managers and marketers build competitive strategies for destination branding in order to ensure long-term relationships between tourists and their destinations. / Ph. D.

In the second half of the 20th century, the main focus of transport policy and transport studies was on the reduction of the use of motorised, individual transport, in particular with regard to daily commuter traffic. The main concepts concentrated on creating an attractive public transport supply and, where possible, improving the infrastructure for non-motorized traffic in order to open up alternative forms of travel. Although these concepts produced noticeable effects on everyday travel, they could not cope with steadily rising problems in the field of leisure traffic. Therefore, primarily supply oriented, autocratic desktop transport policies cannot be seen as a promising approach within the leisure context. Consequently, the article focuses on the necessary key factors for successful leisure and tourism public transport provision. It stresses the need for rethinking transport policy by choosing a demand oriented approach and realising the importance of additional accompanying efforts in the areas of marketing, transparency and quality. Focusing on the demand side, with its individual attitudes and preferences, leads to a new understanding of traffic planning by adopting a bottom up, rather than a top down approach.

This thesis introduces the concept of Online Mediated Commensality (OMC) as an example of contemporary hospitality provision. Since the beginning of the twenty-first century an increase of exchanges of hospitality being mediated using online technologies has changed the way in which individuals interact and challenges the traditional boundaries between strangers. While some research has been done on accommodation, little has been researched on the interactions around the meal and the online mediation of experiences. The aim of this research is to explore the role and significance of OMC and its place in contemporary hospitality provision. Through a detailed review of academic literature on concepts relating to commensality, hospitality, alternative economies and home, a conceptual understanding of the phenomenon was achieved. Due to the paucity of research on the OMC phenomenon, a review of recent non-academic and anecdotal sources (newspaper articles, reviews, books relating to experiences of OMC) was used scope the phenomenon's contemporary significance. Due to the exploratory nature of this research, and the social nature of the phenomenon, a qualitative approach to research is used to gain insight into the interactions, behaviours and social practices of those participating. Two stages of research material collection are used (Autoethnographic Participant Observation and Discussion-style Interviews) to critically understand and interpret the phenomenon. The findings identified a number of social practices around the shared meal. Interpretations of the phenomenon resulted in the identification of the ‘Home-food Economy', in which OMC is placed, which embodies and embraces ethical, shared and innovative dimensions of an alternative economy. Attractions of the phenomenon are identified as being that it is different to mainstream hospitality provision and is strongly associated with ‘traditional' norms and values relating to family, background, nationality and identity. Interactions and social practices are identified as being fleeting, transient, momentary experiences of hospitality which rarely transcend the setting of the meal. These interactions are conceptualised within a proposed ‘Social Interaction Capital', which represents the nature of social interactions experienced as well as its presence within a liquid, fluidly mobile contemporary society. The study has identified a social phenomenon which is constructed within the confines, conditions or thresholds of hospitality. In terms of future implications, this thesis suggests that while OMC will not achieve prominence over mainstream hospitality provision, it will continue to develop and grow in popularity for those who are interested in the more alternative, socially orientated experiences of hospitality and the meal. Further research on OMC could take a global perspective and highlight any cultural/social differences relating to commensality and its online mediation. Similarly, Social Interaction Capital could be further elaborated on in a range of hospitality settings to articulate its reach and contextualisation within hospitality studies and its place within contemporary society.