DETERMINATION OF THE IMPORTANCE AND PERFORMANCE OF FACTORS AFFECTING RURAL TOURISM HOMESTEAD CHOICE IN LITHUANIA

The aim of the research was to determine the balance between the importance and performance of factors affecting the choice of rural tourism homestead in Lithuania. The questionnaire research was provided in Lithuania in 2014. Tourists' evaluations regarding five exogenous latent variables: 'accommodation and catering', 'activities in destination', 'natural features', 'destination aesthetics', and 'environmental preservation', and four endogenous latent variables: 'destination marketing', 'perceived value', 'satisfaction', and 'loyalty' were measured. The total effects for the specific endogenous constructs in the structural model (importance) and the average values of the latent variable scores, rescaled to a range of zero and 100 (performance) were measured to compose the importance-performance grid. The research results indicate that the most important factors for tourists while choosing a rural tourism homestead in Lithuania are 'destination marketing', 'environmental preservation', 'perceived value' and 'satisfaction'. Moreover, the highest share of the total investments allocated to satisfy tourists and enhance the level of loyalty should be accrued to the improvement of 'destination marketing' and 'environmental preservation'.