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Development of educational tourism in Lithuanian rural areas

Tourism development contributes to the vitality of rural areas: it increases employment opportunities for residents, promotes the development of relations among different business entities and attractiveness of rural environment. In this article, the situation regarding the development of one type of tourism – educational tourism – in Lithuanian rural areas, factors encouraging and limiting this development have been analyzed. The research question is what are the main problems regarding the development of educational tourism in rural areas. The aim of the research is to present relevant solutions after the analysis of the problems regarding the development of educational tourism in rural areas. Theoretical research was performed while applying methods of content analysis and synthesis of scientific literature and other researches. The method of case analysis was chosen to describe the state of the development of educational tourism and to identify main problems. In total 18 cases were analyzed (18 providers of the educational tourism services in rural areas). In order to collect necessary information, methods of semi-structured interview, analysis of secondary informational resources and direct participation in researched educational programs were applied. The development of educational tourism is promoted by the factors related to the environment of manor, historical place or nature as well as professional qualification, working experience, enthusiasm and ability to be flexible about customers’ needs of actors responsible for rural development. Volatility of demand regarding educational programs, lack of specialists and challenges related to cooperation were identified as problematic issues.