2014

Yellow Car
Stefanie, Tiia, Margarita, Maarten, Simona,
Greta, Kate, Mauro
4/10/2014
Gastronomic Heritage Tourism -
Vilnius
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Contents
1 Introduction ....................................................................................................................... 4
2 How gastronomy plays an important role in the preservation and enhancement of
cultural and heritage tourism .................................................................................................... 5
3 Historical/cultural overview of gastronomy at the destination ........................................ 7
4 SWOT analysis of gastronomic tourism business in Vilnius ............................................... 9
4.1 Analysis of Vilnius as a Tourist Destination ................................................................. 9
4.1.1 Background .......................................................................................................... 9
4.1.2 Strengths ............................................................................................................ 10
4.1.3 Weaknesses ....................................................................................................... 13
4.1.4 Opportunities ..................................................................................................... 14
4.1.5 Threats ............................................................................................................... 17
5 Use of local produce, seasonality and cultural identity in marketing ............................. 19
5.1 Land use in Lithuania ................................................................................................. 19
5.2 Structure of the gross agricultural production ......................................................... 19
5.2.1 Livestock farming ............................................................................................... 19
5.2.2 Milk .................................................................................................................... 19
5.2.3 Crop production ................................................................................................. 19
5.2.4 Fruit and berries ................................................................................................. 20
5.2.5 Fishing ................................................................................................................ 20
Marketing ............................................................................................................................. 21
5.2.6 Lithuanian food supply chain ............................................................................. 21
5.3 The main distribution channels of local and regional food ...................................... 21
5.4 Cultural identity in marketing ................................................................................... 22
6 How gastronomy could be used as a marketing tool in promoting local and
international tourism developing new tourism products ....................................................... 24
6.1 Gastronomy in marketing ......................................................................................... 24
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6.2 Using the experience triangle when developing a product ...................................... 25
7 Use of E-commerce and digital marketing in tourism ..................................................... 27
7.1 INNOVATIVE MARKETING ......................................................................................... 27
7.2 Tourism marketing mix ............................................................................................. 28
7.2.1 Product ............................................................................................................... 28
7.2.2 Price ................................................................................................................... 28
7.2.3 Place ................................................................................................................... 28
7.2.4 Promotion .......................................................................................................... 29
7.2.5 People ................................................................................................................ 29
7.2.6 Process ............................................................................................................... 30
7.2.7 Physical evidence ............................................................................................... 30
7.3 Competitive strategies .............................................................................................. 30
7.3.1 Product differentiation ...................................................................................... 31
7.3.1.2 Marketing Strategy ........................................................................................ 31
7.3.2 Technology and Manufacturing ......................................................................... 31
7.3.3 E-commerce ....................................................................................................... 32
7.3.4 Applications........................................................................................................ 33
7.3.5 Translations ........................................................................................................ 33
7.3.6 Discounts and coupons ...................................................................................... 34
7.3.7 Events and festivals ............................................................................................ 34
8 Entrepreneurship and business development in gastronomic and heritage tourism ..... 36
8.1 Entrepreneurship and business development .......................................................... 36
8.2 Use of Local produce in business development ........................................................ 37
8.3 Entrepreneurship in rural tourism ............................................................................ 37
9 Conclusion and Recommendations ................................................................................. 39
9.1 Gastronomic Tourism ................................................................................................ 39
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9.2 Attitude and Service Culture ..................................................................................... 39
9.3 Language barriers ...................................................................................................... 40
9.4 Recommendations .................................................................................................... 40
10 References ....................................................................................................................... 41


List of Appendices
Tour 1
Tour 2
Tour 3 -

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1 Introduction
This paper is a part of the final assignment of the Intensive Erasmus Programme
Gastronomic Heritage Tourism Entrepreneurship and Innovative Marketing. It was found
that Vilnius (Lithuania) has a lot of gastronomic options for both locals and visitors alike.
However, these options are not always included in the tourist product. Thus, the aim of this
paper is to provide a theoretical background of the issue and practical solutions including
development of three different gastronomic routes in Vilnius.

Key words: Vilnius, Gastronomy, Heritage tourism, Gastronomic routes, Marketing, E-
commerce

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2 How gastronomy plays an important role in the preservation and
enhancement of cultural and heritage tourism

Gastronomy, heritage and tourism are old friends; the relationship between them is
mutually parasitic. (Westing,2007). Gastronomy is a cultural force in developing and
sustaining heritage tourism, and it plays a role of stimulant in enhancing the quality of the
tourist experience. It is argued (Dieke,2011) that gastronomy brings culture and cultures
together, represents an opportunity to revitalize and diversify tourism, promotes local
economic development, involves different professional sectors (producers, chefs, markets,
etc.) and brings new uses to the primary sector.

Food can contribute to regional attractiveness, sustain the local environment and cultural
heritage, strengthens local identities and a sense of community. Thus, gastronomy has a
direct influence on the development of cultural and heritage tourism in a given territory as it
plays a major role in the way tourists experience the destination. It also suggests that some
travellers would return to the same destination to savour its unique gastronomy on another
occasion (Crotts et al., 2013). In addition, as the competition between tourism destinations
increases, local culture is becoming an even more important source of new products and
activities to attract and amuse tourists.

Gastronomy has a particularly important role to play in this, not only because food is central
in the tourist experience and tourists need to eat to survive, but also because gastronomy
has become an important source of identity formation in post-modern societies (Richards,
G., 2001). For most cultural/heritage travellers, who want to enrich their lives with new
travel experiences, a vacation or leisure trip is not complete without visiting ethnographic,
ethnological, folklore, cultural events and food tasting (Cultural and Heritage Tourism,
2010).

Food has gained recognition by governments, business and academics as an integral part of
the tourism product and as a means of differentiation for destinations. According to various
literatures there are many benefits in linking food and heritage tourism for all stakeholders
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concerned (Hall and Mitchell, 2006 cited by Steimenz, 2010). Firstly, gastronomy adds
authenticity to the tourist experience and provides motivation for visitors to come to a
location (Sim, 2009). Visitors may even be tempted to stay for a while longer in one place
because of the availability of food products and related activities (Hall and Mitchell, 2006).
Food fulfils a functional need of tourists; hence it consists of a considerable part of tourism
expenditure. Wolf (2006, p. 19) states that nearly 100% of tourists dine out while travelling,
and food and beverage consistently rank first in visitor spending. In a study of rural tourism
in the UK it was revealed that as much as 40% of tourist expenditure is spent on food (Boyne
& Hall, 2004). Thus, in linking regional food with cultural tourism, there is strong potential
for local economic development. Increased revenues from food tourism will lead to higher
long-term investments for preservation cultural and heritage destinations.

The social and cultural significance of gastronomy in preservation of heritage and cultural
tourism has also gained recognition. Jones and Jenkins (2002: ) noted that gastronomy is
now used as a means of developing new niche markets, supporting regional identities,
developing quality tourism and sustainable tourism. Food has therefore developed from
being a basic necessity for tourist consumption to being regarded as an essential element of
regional culture. There are only a small number of tourists who will travel purely for
reasons of food, but otherwise food is perceived like other groups of factors such as
transport, accommodation, attractions, activities, etc. Jones and Jenkins (2002) point out
that gastronomy is becoming an important means of providing new tourism products that
sell the distinct character and culture of a destination. For that reason many countries
and regions around the world are focussing on using gastronomy as a point of competitive
advantage and as a means of destination differentiation. For example, every Australian state
and territory has a wine and food tourism strategy and a body in place to coordinate wine
and food tourism (Mitchell and Hall, 2001). Other countries that have incorporated the use
of food in cultural tourism as an important component of their tourism strategies include
United Kingdom (Scotland, Wales) and Germany. France, Italy and Spain use their wine
reputation to promote their cultural and heritage tourism (du Rand and Heath, 2006). For
the two weeks of discovering Lithuania (particularly Vilnius) it was determined that the
country is not an exception and has a potential to develop its own gastronomic tourism
routes.
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3 Historical/cultural overview of gastronomy at the destination

A lot of people are travelling not just to see other countries architecture and historical
sights, but also to taste traditional dishes. In earlier times all Lithuanian, Russian, Belarusian
and Polish culinary traditions were mixed together. However, Jewish and Tartar traditions
stayed authentic. An example of a traditional dish given to the Lithuanians was originally
produced by The Karaims kibinais. This is a crescent shaped savoury pastry filled with a
variety of different fillings, including meat, chicken or vegetables. The dish is still the most
popular in Trakai.

Other authentic dishes which are part of the gastronomic heritage in Vilnius are: koldunai,
(dumplings) potato ,babka, stewed sour cabbage with Lithuanian kindziukas, Jewish
pike, Tartar, beliasas.

The most popular dish by far in Vilnius is dumplings. This dish means the same in Lithuanian,
Russian, Polish and Belarusian, but it comes from the Tartars. In the past it was
recommended to combine it with the Lithuanian drink three nines. There is a legend
about the three nines which says that it was the successful invention of pharmacist
Palanga (XIX century). However, Vilnius became more famous for Midus, a honey-based
drink (fifteenth century).

Nowadays there is more fast food and less healthy food on the markets which include
pizzas, hamburgers, McDonalds, kebabs, sushi and Chinese food.

Traditional food preparation in families is less popular than before, no longer going from
generation to generation like in the past. Those moving abroad or away from their families
generally tend to forget Lithuanian food traditions.

When moving to another country you are supposed to try out the local products and adapt
to a new lifestyle. However, sometimes the food that which you are used to, is also available
at the new location.
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Those that stay in Lithuania tend to choose other cuisines apart from the Lithuanian one.
More recently a lot of Asian restaurants appeared in Lithuania, for example sushi, with it
even being sold in supermarkets. Traditional Lithuanian food is not that popular nowadays
particular with younger people who tend to choose exotic cuisine, although those over 30
years old are more likely to eat traditional foods.

Their history has had a big impact on Vilnius regarding their cultural heritage, because of a
lot of nations who live in Vilnius. The traditional food, created in the past, is still eaten
nowadays and it is part of the cultural heritage of Lithuania.

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4 SWOT analysis of gastronomic tourism business in Vilnius

4.1 Analysis of Vilnius as a Tourist Destination
4.1.1 Background
Lithuania has a history of civil unrest and therefore during earlier times constructed a
number of castles such as Trakai, with the remains of another, Gediminas Tower, to be
found in the centre of Vilnius. This, together with the countrys religious background, and
the proliferation of churches give a number of beautiful, historical buildings to see whilst
wandering through the streets of Vilnius itself.
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4.1.2 Strengths
4.1.2.1 Historical sites and open areas
A tour around Vilnius and the local area would show a number of historical sites which
provide the opportunity for gastronomic tourism as discussed earlier. The Bernardin Sodas
(Sereikiki Parkas) which has recently been revitalised, has a caf at its entrance, with a
number of other venues within a few minutes walk providing local and international
cuisine, and fast-food. Another more recent development is Belmontas which provides a
number of eating venues. They have strategically placed themselves to attract those
wishing to host an event, or alternatively those wishing to have a walk over relatively easy
land, with access for pushchairs; although it could prove problematic for wheel-chair access.
Whilst Quan and Wang (2004:299) cite McCabes research (2002) that eating is a merely one
of a number of supporting experience[s] they also argue that the complete experience can
be disappointing if each aspect does not satisfy.
4.1.2.2 Transport system
The road system around Vilnius is extensive with reasonable signage. There is sufficient
parking (generally underground) in the town centre of Vilnius, and for those wishing to use
public transport, there is access to a bus and tram system which can be used by those
wishing to stay at more affordable accommodation than that to be found in the town
centre. The centre itself can be walked around with relative ease.
4.1.2.3 Variety of types of food outlets including traditional foods
Vilnius boasts a wide variety of culinary experiences covering all price-ranges from the
kibinais savoury pasty and snack bars, to international cuisine in five-star hotels and even a
palace The Palace of the Grand Dukes of Lithuania, although this is currently being
reconstructed (Vilnius City Municipal Government, 2013). This gives the consumer, both
local and international, options although food choices do not just have positive
connotations.

This is extended by Wijaya, King et al. (2013), who discuss research (Larsen, 2007) relating to
the concept of various levels of attracting visitors to a destination planning for, during and
after the trip, including expectations, perceptions and finally experiences and memories,
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which highlights that culinary aspects to a trip can have significant effect on how successful
it is considered to be.
4.1.2.4 Exchange rate
The current exchange rate together with the low food costs within Lithuania make it an
ideal destination for a short trip, particularly given the research (by Quan and Wang, 2004)
cited by Herrera, Herranz, and Arrila (2012) who note that one-third of the tourist spend is
consumed by food. Whilst Lithuania maintains its own currency (until 2015) this will aid the
visitor to keep lower costs for a holiday despite recent significant increases in food costs in
Lithuania (C. Brebbia, Personal Communication, 8/4/14), and perhaps be able to extend the
length of their trip; this will propably change when the Euro is introduced.

4.1.2.5 Cheap accommodation and food
The prices of food in Lithuania are generally very competitive compared to the rest of the
EU for example, consumer prices in the UK, Finland or Belgium, are approximately double
than those in Vilnius (Numbeo.com) with restaurant meals for 2, at a mid-range restaurant,
being approximately one third of the price of the UK, Finland or Belgium. This is partially
due to the exchange rate, discussed above, and also relates to the low salaries and
minimum wage rates paid to employees. When reviewing travel guides, these prices are not
reflected in publications, for example in Eyewitness Travel - Estonia, Latvia and Lithuania
(2013), the minimum restaurant price discussed is Lt55, which does not reflect the price or
the general availability of competitively priced food in Vilnius and elsewhere in Lithuania.
This is a matter for consideration by those wishing to market tourism in the area.
4.1.2.6 Festivals
Vilnius has around 90 festivals taking place in 2014 (Vilnius Tourist Board, 2014) including a
wine fair, although surprisingly there are none relatedly purely to food; which given the
variety of food types, and interest in cuisine is surprising. It is assumed that most of the
current festivals will have some sort of food aspect to them, probably finger food such as
kibinais, potato-based products or similar. This could be a further marketing opportunity for
the area, which could perhaps follow the format of the Bulgarian Zimnitza festival which
highlights traditional dishes.
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4.1.2.7 Entrepreneurial spirit
Entrepreneurship has been described as the pursuit of opportunity beyond the resources
you currently control (Stevenson, 2000), however with the caveat that it needs to be
contextualised to ensure that the opportunity may no longer be available. Since the
independence of Lithuania in 1990, Lithuanian businesses have invested significant amounts
in the local tourist industry, with destinations such as Karpyne (near to Gabia) - which is a
restaurant/ accommodation/sauna/conference/activity complex, and Belmontas near to
Vilnius, a variety of eating venues aiming for various market types including weddings and
walk-in business.
4.1.2.8 Quality produce fish/meats/wines
Quan and Wang (2004) argue that food consumption allows local food producers to add
value to their products by creating a tourist experience around the raw materials (Hjalager
& Richards, 2002a), such as the Arklio Museum of Bread, near Anyksciai. These methods of
adding value can promote both the raw materials, and give additional benefit to the
consumer which provides a greater understanding of culture and heritage, and hence the
people of Lithuania themselves. Whilst in Revnave (35km from Vilnius) it is possible to learn
how to make pancakes, there are limited options, with the exception of wine-tastings in
Vilnius by Aranas Starkus (and Klaipda).
4.1.2.9 Dark tourism Jewish holocaust
There are a variety of museums related to the Jewish religion and the holocausts which took
place during the Second World War and by the Soviets (Eyewitness Travel - Estonia, Latvia
and Lithuania, 2013), reducing the Jewish population to a small fraction of their former
numbers. These bring a variety of tourists, whether for personal reasons, or for historical
ones; due to the number of sites, these visitors are likely to stay for more than one day and
therefore consume gastronomy from the area. Wight and Lennon (2007) suggest that whilst
12,500 visitors attended in 2003 from 44 countries, there was a noticeable lack of local
tourists to the venue. This could be due to the need for interpretation and local education,
to ensure that the past is considered.
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4.1.3 Weaknesses
4.1.3.1 Language skills/ Front of house staff attitude/ different service culture
Whilst Lithuanian and Russian are commonly spoken in Lithuania, there are a limited
number of English speakers within the tourist industry in Vilnius, English being a common
language spoken (to some extent) by a significant amount of the European population. A
study by Semone (2012) with the Laos National Tourism Administration and the
Luxembourg Development Cooperation found that investment in people is likely to increase
overall profitability as service quality improves. Laos has similarities to Vilnius in that the
tourist industry is only recent, and that tourists from countries beyond the immediate
vicinity are unusual, and are likely to stay for a shorter duration. Research by the authors
has noted that whilst some front of house staff are welcoming, there have been difficulties
with communication which have affected the perceived service quality, which will limit
visitor numbers and profitability.
4.1.3.2 Health and Safety/Food Safety
There may be negative perceptions such as hygiene standards, health considerations
whether a cuisine is fatty, or too salty, communication gaps, or even simply the limited
knowledge of local cuisine by tourists (Cohen and Avieli, 2004) which may need to be
addressed in marketing for the area. Food does not necessarily need to reflect the tastes of
visitors, however a greater understanding of how it is prepared, and what flavours are used,
could be advantageous.
4.1.3.3 Infrastructure - airport connectivity/ road/rail
The current infrastructure is focussed mainly on Lithuanian speakers, which might
discourage those not confident with the language. Road signage, railway and flight
information is generally displayed in Lithuanian which has various letters which are
unfamiliar to the Western European reader; this can lead to complications when asking for
directions or finding out where to go.
4.1.3.4 Understanding of external market
Whilst Lithuanias State Department of Tourism wishes to increase both local and
international tourism (State Department of Tourism, 2014) and do so using various
marketing methods, there does not appear to be any research into what the tourists
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themselves need or want. This is particularly important as the visitors from each country
have different requirements, such as food safety, health and safety issues.
4.1.3.5 Historical background - desire to change?
Lithuania only gained independence from Russia in 1990, following lengthy negotiations and
public demonstrations; this was followed by a number of years of economic hardship, and
little international tourism. It may well be that there continues to be a slight distrust of the
western culture and peoples, which needs to break down, in order for the local government
and businesses to understand and therefore cater to some extent to foreign visitors which
again relates to the research by Cohen and Avieli (2004).
4.1.4 Opportunities
4.1.4.1 Under-utilised resources such as historical sites
Whilst there are some beautiful historical tourist sites there appears to be limited food-
based tourist venues nearby, or at the venue itself. For example Trakai Castle had very
limited facilities for food-based tourism; there were no samples of food to purchase in the
Castle itself either to eat on site or local produce to take away. With the exception of
Kibinais, there were no facilities immediately available to purchase medus or other food or
drink items, either at the two restaurants, or at the tourist shops outside the castle. Within
the UK sites owned by the National Trust all venues have eating and shopping areas, for
example Lyme Park, near to Manchester has a restaurant and shop which sells local produce
and their own brand of food and drinks (National Trust, 2014). Such an option could provide
additional customer satisfaction, together with additional income to the area. This could
potentially increase the types and volume of local produce available to tourists or people
who live in the area. What marketing that is currently available simply lists the names and
contact details of various hotels and restaurants, limiting sales opportunities.
4.1.4.2 Alcohol-based tourism
Whilst beer, fruit and honey based drinks are readily available in shops and supermarkets
locally, from the information gained to date there is very little alcohol-based tourism in the
Vilnius area. The exception to this is the wine shop Vynoteka in the outskirts of Vilnius (they
have another shop in Klaipeda), which besides providing various fruit-based and other
wines, there appears to be few venues which provide added value to their products such a
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brewery tours and wine-tastings. There is only one festival advertised in Vilnius marketing
relating to alcohol-based tourism, namely a Wine Exhibition in May. Given the wide variety
of Lithuanian beers (and vodkas) available, this market could be extended perhaps
following the lines of the Whisky Exchange Whisky Show in London (October each year) and
the various beef festivals such as those in Belgium, and example being the Belgian Beer
Weekend held in Brussels (February), and organised by their Brewer's Association. If similar
festivals were organised by the local associations this would provide a structure and assist
with marketing as each organisation would have contacts where the shows could be
advertised.
4.1.4.3 Food based tourism e.g. honey/ fishing/food festivals
Okumus, Okumus and McKercher (2007) found that in order to market local venues, it is
advisable to also have a good understanding of the target audiences own cuisine and the
international market as a whole. This, together with knowing the social-cultural
characteristics of, say, Western Europe, would better aid the destinations to differentiate
their products and services, yet widen their audience by highlighting the particular
characteristics of their cuisine which a particular culture would prefer. For example
marketing food to a Muslim area would not mention pork or alcohol-based produce.

Although there is a herbs market in Vilnius in June (Vilnius Tourist Board, 2014), there do
not appear to be other food-related markets as a tourist exercise. In most Western
European countries there are weekly markets where locals and visitors alike can purchase
different types of local and specialised produce. Whilst the weather obviously makes this
unfeasible during the majority of the year, it would still be possible to plan markets during
the more pleasant weather, during the tourist season, perhaps in association with another
event until it is established. A possible event would be the Bike Marathon in Vilnius in
August, which could allow non-competitors to purchase goods, whilst waiting for
competitors to complete the circuit, to consume immediately or to take home.
4.1.4.4 Beautiful scenery and outdoor areas/ Traditional heritage facilities
Whilst there are significant amounts of outdoor areas, which are relatively flat, and an
interest in cycling within Vilnius, there does not appear to be marketing relating to the
same. Within the events calendar there is a cycling marathon in August which would
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indicate that there is an interest in cycling, as would the facility in Vilnius to hire bicycles.
After research there would appear to be a number of cycling holidays available which
include Lithuania, however these generally only include two or three days in Vilnius. It
might be an option to extend the length of time spent in Vilnius, use or alternatively include
a cycling aspect to one of a number of different types of tours, particularly a gastronomic
one which would give the tourist the feeling of having worked for their food. Alternatively a
two centre holiday to include Vilnius and the coastline round Klaipeda with suitable
marketing could increase the volume of tourists to the area. Vilnius has a number of sites to
visit, which could be increased by food-related tourism, such as honey-production (and
related products), or visiting traditional heritage areas suitable for children similar to those
at the Bread and Horse Museum near Anyksciai. Both of these could be sited in areas
similar to Belmontas, which are near to the centre of Vilnius.
4.1.4.5 Artistry variety of sculpture
Whilst not quite so prolific as Klaipeda, Vilnius boasts a wide variety of sculptures and
artistic areas which could be included in a tour of Vilnius artwork. These would be best
included with a tour of eateries, or child-friendly areas such as play-grounds, to widen the
audience.
4.1.4.6 Easier for tourists with Euro
Once the Euro is introduced in 2015, this could make the travelling process easier for visitors
from the rest of the EU, as currency exchange will not be required, making the decision
process more simple for mainland Europeans.
4.1.4.7 Increased local tourism
Any increase to the types of tourism available such as food festivals relating to
gastronomic heritage or cultural tourism, has the potential to increase local tourism,
particularly in the short-term. The distances required to visit the venue are shorter, and
local tourism may be more connected to the area by social media.
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4.1.5 Threats
4.1.5.1 Language difficulties feeling unwelcome/ Other countries more tourist
friendly
Whilst there is a Russian heritage in Lithuania which might affect the behaviour of the local
community, there are also language and cultural barriers which need to be overcome in
order that they do not threaten the gastronomic tourism in the area. Food-related tourism
invariably includes interaction between suppliers front-of-house staff and customers.
Roux (2000) stated that As any restaurant aspiring to stardom knows when you arrive, [if]
you notice a chilly atmosphere No matter how excellent the food, it will be difficult to relax,
and fully enjoy the occasion. This highlighted the issues that the researchers have found
that in general Western European customers appreciate more friendly staff than they
generally found in Lithuanian restaurants; additionally any language issues could worsen
customer satisfaction. Gillespie and Cousins (2006) note the five different satisfactions that
a customer generally considers, of which one is the social aspect, which could be considered
the most important, as a customer is more likely to put up with mediocre food, rather than
mediocre service levels. Changing the style of service culture is more likely to increase the
customer satisfaction and hence encourage gastronomic tourism. This has been highlighted
by Klapeidas city guide Klapeida In Your Pocket (June 2013-May 2014: p3) - which actually
apologises for the service levels and expresses concern about Lithuanias insouciance.
Additionally the Guide discusses access for the disabled, which it considers difficult due to
cobbled streets, high kerbs and stairs. It was noted that hotels did not appear to consider
the health and safety aspects of those in wheelchairs, as there were no safe areas in the
case of fire. Some wheelchair access was very steep (dangerously) and often made of
marble which is a very slippery surface.
4.1.5.2 Limited international marketing
Whilst Vilnius has paper pamphlets containing cultural tourism routes, a map and timetable
of events in English, there was a distinct lack of food-related ideas and activities in these.
This, together with the information found in Tourist Guides, was limited to the more
expensive restaurants and cafes in the area. Information on-line is more useful relating to
where to eat, including Vilnius In Your Pocket (2014) who generally complement food
eateries within Vilnius. Unfortunately there was again little relating to other types of
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gastronomic tourism limiting up-selling which could increase profitability. This is a
significant gap in the market.

It would be advisable to contact Guide Book publishers to give them more up-to-date and
cost-effective eateries which would be more likely to encourage visitors to take longer trips
to Vilnius. There also appeared to be very little information on food related issues and sites
such as the Bread and Horse Museum discussed earlier.
4.1.5.3 Local tourists are interested in foreign travel/ International travel more
fashionable
The increased interest in foreign travel by local tourists is reducing the footfall to Vilnius.
This reduces the amount of sales in food outlets, and any associated tourism; this could
potentially be reversed if more interesting gastronomic (and other) tourism were available
to them. Whilst the entrepreneurship discussed earlier is beginning to provide further local
tourist destinations, this needs to be increased to ensure that volumes of local tourism does
not fall further.
4.1.5.4 Increased costs in Lithuania when Euro introduced
Whilst the introduction of the Euro simplifies matters for mainland Europeans, there appear
to be significant changes already to the pricing structure within Lithuania as a whole, with
food prices increasing by approximately 20% over the past few months (C. Brebbia, Personal
Communication, 8/4/14). This makes the prices in Vilnius less competitive than previously,
although Vilnius is still a very competitively priced city.

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5 Use of local produce, seasonality and cultural identity in
marketing
5.1 Land use in Lithuania
According to the European Union Farm Structure Survey (FSS) of 2010 arable land accounts
for 77.1% of the total utilised agricultural area in Lithuania. The other 22.9% are permanent
grasslands and meadows.

The arable land is mainly used for the production of cereals with 38% of the utilised
agricultural area. Second is fodder crops like corn, beets and turnips with 20.6%; and in third
place are industrial crops like flax, hemp and cotton with 9.6% of arable land.

Permanent grasslands and meadows are also extremely important to Lithuania since dairy
products account for 23% of the gross agricultural product, and is therefore the biggest.
Livestock accounts for 20.4% of the Lithuanian gross agricultural production and mainly
consists of 64% of cattle, 22% of pigs, 10% of chickens and 1.3% of goats and horses.
5.2 Structure of the gross agricultural production
5.2.1 Livestock farming
This sector of farming is very important to provide the inhabitants of Lithuania with
different livestock products. These livestock products account for half of the agricultural
output. They are almost equally divided between dairy and meat products.
5.2.2 Milk
Milk is the largest segment of the countrys economy. Almost all milk in Lithuania is
gathered from cows.
5.2.3 Crop production
5.2.3.1 Cereals
Soils in Lithuania are reasonably fertile and the climate is favourable. These are ideal
conditions for growing cereal crops.
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5.2.3.2 Potatoes
In Lithuania average consumption per capita was about 92 kilograms of potatoes in 2011.
Lithuanians consume about 26% more potatoes than the EU average.
5.2.3.3 Other vegetables
Root vegetables like carrots, onions, beets and other accounted for 52.3% and white
cabbage for 23% of total crop production.
5.2.4 Fruit and berries
The gardening and berry sector is very much affected by the weather conditions. Amounts
of yield have decreased over the last years. More than 81% of the fruits that are harvested
in Lithuania are apples, other fruits are pears, strawberries, raspberries, black currants and
other.
5.2.5 Fishing
Lithuania is very rich in suitable water reservoirs. The Baltic Sea creates good conditions for
fishing in fishy pools. The main fish species that are caught by Lithuania are cod, flounder,
Baltic herring and sprat.

Aquaculture in Lithuania is rapidly expanding in the last few years. About 95% of the
production consist of carp. Other species of fish grown in aquaculture companies are torut,
sturgeon, catfish, pike and bream.
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Marketing
5.2.6 Lithuanian food supply chain


The Lithuanian food supply chain starts with agricultural production and is split up in large,
medium and small farms. Large farms can sell their produce to large enterprises or export
them. Medium-sized farms can sell their produce to small enterprises and cooperatives.
Small farms can sell their goods to small enterprises, cooperatives, sell them on the local
market or directly to customers.
5.3 The main distribution channels of local and regional food
Local food producers can distribute their production locally in several ways:
Sell production in the market
Provide the production to supermarkets
Sell production directly to customers, people, families
Provide production directly to restaurants/cafes
Sell production to food processing companies

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There are created opportunities for rural communities to participate in the food supply
chain in Lithuania as:
using a variety of market channels, such as marketed directly from the farm shops,
farmers'
markets and through the Internet, using the developed supply schemes;
a mix of new commercial opportunities;
selected shorter transportation distances to the point of sale.

Local food supply chain are often actively involved not only in one, but also in several
chains. Farmers are proud of, even with a philosophical interest are looking at the eco-
friendly products and are often themselves involved in the processing and marketing of
their grown organic produce. This usually means that the farmers can directly tell the
customers about the products they buy, as well as familiarize consumers about how the
food they buy was produced and the benefits of sustainable food production. This is how
awareness among consumers is increasing and helps to choose which food and drink
consume.

5.4 Cultural identity in marketing
First of all, one could say that Lithuanian people really love to eat potatoes, with their
national dish, the cepelinai, made of potato. Lithuanian eat 26% more potatoes than the EU
average - the potato has become part of their cultural identity.

Furthermore they also love to produce and consume a wide array of dairy products. They
make a sour milk drink out of it, that is called kefir. They also make their own curd cheese,
sour cream and lots of other artisanal products.

Although Vilnian citizens live in an urban jungle, they still love their traditional Lithuanian
cultural heritage. Vilnians go out to eat in traditional restaurants for fun quite often and
enjoy the atmosphere that is present in a traditional setting.

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But the busy and stressful life in a city causes time management issues and often press
people towards a quick and unhealthy meal that is fast food.

The potato processing company McCain has found an ideal answer to this growing market.
With its potato-mobile McCain offers a variety of potato products to passers-by. This mobile
food truck has known great success in France, where it originated from.

Marketing-wise this product could also know great success in Lithuania if it used local
produce like potatoes, dairy, cabbage and onions in its offer. Employees serving the McCain
potato products can wear traditional Lithuanian clothing to give a more artisanal feel to the
product.



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6 How gastronomy could be used as a marketing tool in promoting
local and international tourism developing new tourism products
6.1 Gastronomy in marketing
Currently marketing for Lithuania and for Vilnius as tourist destinations is not very visible;
there is information about historical and cultural sites on various websites, but little on
gastronomic locations and activities. For example, In Your Pocket (www.inyourpocket.com)
contains lots of different categories where you can get the information from, however
searching for the information requires a great amount of work. In addition to which, the
customer needs to know what they are looking for before they start the search. Expanding
the official Vilnius tourist information sites would help with this.

Increasing the knowledge of tourists requires more marketing information. Gastronomy,
local dishes and tastings are emerging trends and can be useful in marketing the touristic
locations and products. Famous restaurants, gastronomic tours and events are luring people
and at the same time they increase the tourism in the country and city itself. For example
the Michelin guide is known worldwide, and even when a restaurant gets one star it brings
publicity to the whole city and country where it is located. Developing new products and
events would be a good tool to attract tourists attention.

There are many possibilities in Vilnius that could be used when marketing the city and
developing new touristic attractions. It has a historical Old Town which is a great setting to
create new selling items, events and tours. Right now there is variety of historical and
cultural tours available but none include gastronomy. So developing a tour where tourists
could get to know the local cuisine, dishes and drinks would be a new item on the market.
Co-operation between producers and companies would also give the opportunity to create
new events and tours in the city. For example in Tampere (Finland) ten local restaurants
joined a group called Food is Art (www.foodisart.fi). They have had restaurant weeks and
events that gather several local restaurants under one theme. Those events lure many
customers to the different restaurants that are involved and by that of course increase
sales. Using similar tactics the local restaurants in Vilnius could work together to advertise
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themselves through common events, thus reducing marketing costs for participating
restaurants, and bigger events will get more attention in the market.

6.2 Using the experience triangle when developing a product
The experience triangle is a model made by Laplands Marketing Center, LEO, to help
entrepreneurs to improve of touristic products and services. (Leo Lapland,
www.leofinland.fi.)


The five levels of the experience triangle are shown in the following table. It mentions the
following levels: motivation, physical level, cognitive level, emotional level and mental level.
The experience has six elements: individuality, authenticity, story, contrast, interactivity and
being able to use multiple senses. All these are parts of the whole experience. When
developing a product it is possible to use this chart to develop each aspect of the product,
and also to evaluate products that are already on sale.

Each of the elements is a small part which affects the entire experience for the customer.
Interactivity and individuality of the product make the customer feel that they can
participate in the action, whilst the authentic surrounding and known tales from peoples
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lives and customs make you feel like you are part of the history and the story. Learning new
things and experiencing something that is completely different from what you are used to,
can make the experience special and memorable.

For example, the Bread and Horse Museum in Ankyksciai offers its customers a unique
experience by showing them how people lived in the old days and letting them make their
own bread. The tour takes place in traditional old houses where the making and baking of
the bread also happens. During the tour customers can really use all their senses and
experience the history kneading the bread, smelling the spices and so forth. By giving
customers such positive and different memories they are more likely to give positive
feedback through different media, which could increase the visibility of the location for
other tourists.

By using the experience triangle you can divide the experience a tourist would have at the
Bread and Horse museum.
Level in diagram Meaning Bread and horse museum
Level of motivation Waking customers interest to
purchase
Making your own bread as a
part of the tour
Historical buildings and
techniques
Marketing tactics
Physical level Use of all five senses to
experience event or meal
Making, smelling and tasting
your own bread
Seeing the location
Hearing the tour guide
Cognitive level Learning new facts and skills Seeing and learning how people
lived in old days
Making the bread
Learning the technique
Emotional level Combination of whole
experience
Experiencing how people lived
in old days
Mental level Changing the way you see the
world
Memories from the trip
Changing habits
Appreciate how things are at
home



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7 Use of E-commerce and digital marketing in tourism
7.1 INNOVATIVE MARKETING
"Marketing is the management process responsible for identifying, anticipating and
satisfying customer requirements profitably." (Chartered Institute of Marketing, 2014a).

Producers must:
Have a clear message: Lithuanians love to use the slogan Taste it! Love it! - the aim is
to get people to try their food.
Know their targets: a recreational park close to Vilnius, named Belmontas, organises
weddings and events. However, there are additional facilities for exercising, relaxing and
playing which allow them to widen their audience and attract people from different age
groups and different interests.
An option for museums in Vilnius would be to make them more interactive for children;
for example in Ghent, Belgium, the Gravensteen Castle encourages children to look
around by placing Playmobil toys for them to find, which helps to tell the Castles
history.
Add value to the actual product: The Arklio Bread Museum near Anyksciai has increased
their footfall to the Museum by including interactive options, in addition to written and
spoken information. Amongst other options, The Bread Museum allows you to bake
your own bread and chose entertainment and food.

Vyno Klubas (www.vynoklubas.lt) offers wine tastings and several events that would be
very interesting to include in a tour or just to market as itself. Tasting local fruit and
berry wines could be a new experience for a tourist. There is also a shop where they sell
the wines that are in the tastings, so by luring more tourists to the tastings, they could
be able to increase the sales of local wine producers.

Interact with the consumers: the Vynoteka Wine shop hosts wine tastings, giving
examples of different styles of production and types of wine. The owner, Aranas
Starkus, is involved in a Wine Festival which increases the options for gastronomic
tourism and gives consumers advice about matching wines with food.
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Have a marketing plan: which is The process of developing and maintaining a strategic
fit between the organisations goals and capabilities and its changing marketing
opportunities (Kotler et al., 2008), which should include:
1. Situation analysis
2. Target audience
3. Goals
4. Strategies and tactics
5. Budget breakdown
7.2 Tourism marketing mix
This is the combination of activities under a company's control that can be manipulated to
achieve marketing objectives. (Chartered Institute of Marketing, 2014b).

7.2.1 Product
In Vilnius there are numerous restaurants that serve a variety of international and original
Lithuanian cuisine.

7.2.2 Price
Food and culture are very cheap in the city. The prices of different meals in different
restaurants around the city vary between 5 and 150 litas. The prices of the restaurants
mentioned in the popular travel guides start at about 50 litas, which far exceeds that usually
paid an average meal in Vilnius. The Tourist Information Board should consider highlighting
the competitive prices more with the publishers, ensuring tourists are better informed
about how much food costs in Vilnius.

7.2.3 Place
Vilnius is divided into two parts: the historical and the modern, and has a strong restaurant
industry in place; there is potential for extending gastronomic culture by including food-
related tourism such as tastings and interactive options at museums and other sites, and
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including food-items in shops and tourist sites. There is a strong transport system around
Vilnius which includes buses and trams.

7.2.4 Promotion
Vilnius advertises itself through an official website, and pamphlets and maps which a tourist
can buy or get at the tourist information centre including short programmes for tourists,
event promotions and specialised information for people with disabilities and those wishing
to be more active.

Gaztelumendi (2012) shows the percentages of food tourism marketing activities on an
international scale, including which marketing tools are used to promote a product or
service with events and publicity being the most frequently used, with brochures and
website also having a large share. A more recent trend is blogging which has a large
influence on the marketing of a product.


7.2.5 People
People have a serious impact on how a city is perceived, and a multi-lingual culture should
be considered of paramount importance when marketing to an international audience. The
authors found a member of staff of the Tourist Information Centre required a translator,
and beyond the paper handouts, brought no presentation either in Lithuanian or English.
Despite her obvious understanding of the areas tourism, this did not encourage
international visitors.

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Friendly and approachable staff is a major consideration when trying to promote a
restaurant or city. It was noted that the staff at hotels, restaurants and bars seldom smiled
at non-Lithuanian or non-Russian speakers, which contrasts to how they wish to be served.
Serving- and waiting-on styles are also different to Western European habits; whilst this is
not considered a problem, it would be advisable to highlight this with consumers.
7.2.6 Process
The process can be described as the way how food is served, prepared and sourced - the
serving method used in Lithuania differ to those used in Western Europe.
7.2.7 Physical evidence
The official website provides good examples of professional photographs of the city which
can be used for press-related publications, and some of the marketing provides information
in Lithuanian, English and other languages which are helpful for an international market.

7.3 Competitive strategies
In order for restaurants to differentiate themselves from the others, most will use a
marketing strategy. If profit is the main consideration, then profit per customer and footfall
must be reviewed.

As discussed earlier, Vilnius provides different types of restaurants including fish, meat,
traditional or international cuisine at various price points, with varying quality. Interior
design or friendly staff can attract consumers and so can the quality of the food. Price will
obviously affect footfall, with lower prices usually increasing customer numbers and vice
versa. However, if they have a good strategy mapped out, they will be able to get their
share of consumers.

A useful tool to analyse the companys position in current market is a SWOT-analysis, which
notes the current strengths and weaknesses of the business, and potential opportunities
and threats, by comparing businesses and the environment.
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7.3.1 Product differentiation
7.3.1.1 Product Line
Specialisation: along such dimensions as line width/breadth, variety of segments served,
application areas, geographic scope this is shown well by the Arklio Bread Museum.

Quality: including basic value position, perceived and conformance quality, relative
performance emphasis there are a variety of quality restaurants in Vilnius including the
fish restaurant, uvin.

Offer breadth: Lokys offers a wide variety of traditional foods to tempt the consumer.
Other restaurants provide Italian and local cuisine to cater to more customers.
7.3.1.2 Marketing Strategy

Branding: focusing on the choice of generic versus branded promotion and the mix of
personal selling and advertising. Each restaurant brands themself differently, however
museums and other sites rarely consider the food-aspect of their customer relationship.

customer-focused: the consumer is at the centre of every decision made by the business.

7.3.2 Technology and Manufacturing

Leadership: market leaders such as uvin use innovative processes, such as sous vide in
order to prepare food to the high standard expected of them.

Vertical integration: choice of position along entire value chain from basic in raw materials
through to retail of end-user; it is not known whether any restaurants use their own farms
or gardens; if so this would be an effective method of market differentiation. This is
currently being used by Chocolate Naive a premium chocolate manufacturer, who are
planning to farm their own cacao beans to ensure that they have full control over the
quality of their product.
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Cost and responsiveness: trade-offs made between cost minimization, product variety and
quality and the speed of manufacturing responsiveness to market changes. Again this is
being considered by Chocolate Naive who within three years of starting production, are
developing a new factory to complete international orders.
7.3.3 E-commerce

Website and newsletter: Vilnius has a well-maintained and easy-to-use website with lots of
information, which is available in other languages, which simplifies the process for tourists.

The English version of the website does not include all of the information, which could be an
aspect to consider. If they are wishing to encourage international travellers, it might be
helpful for the website to automatically default to English, which is available on websites of
other capital cities such as Berlin.

Social media Facebook: two posts are uploaded around twice a week, giving information
to interested parties, however none of the posts are in English, which means that most
tourists cannot understand what is being posted.

Social media - Twitter: is another social medium used, targeting a different audience to
Facebook to promote the city, but with the same information. The table below shows
Vilnius currently has a very limited number of followers, compared to other capital cities in
Europe. Another Baltic state, Riga, only has 77, so it may be that the inhabitants of the
Baltic states do not currently use social media.

CITY ACCOUNT AMOUNT OF FOLLOWERS
Riga @visitriga 77
Vilnius @visitvilnius 1255
Berlin @visitberlin 7506
Brussels @visitbrussels 7301
Madrid @Visita_Madrid 8483
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Copenhagen @VisitCopenhagen 8473

Social media RSS-feed: Vilnius helps tourists to stay up-to-date with all of the information
that is put on the website, once they subscribe to it.

A more traditional method of staying up-to-date is the use of a newsletter. The Vilnius
Tourism newsletter is provided by the Vilnius Tourist Information Centre & Convention
Bureau.
7.3.4 Applications
Vilnius has some services that can help tourists to explore the city.

Tourism App: the Vilnius Tourism App contains information about sightseeing, attractions,
activities, restaurants, hotels, shopping, nightlife etc. The guide is 100% offline, avoiding
WiFi or any other internet connection costs.

Online Timetables: three sorts of buses can be found on the website. There is only one
thing missing: the actual time of arriving. In Belgium there is a website called railtime
where travellers can check when their train will arrive. In that way it is easier to know if you
will be able to catch your connection.

Audioguide: there also is an app with an audioguide available for iPhone users available in
English, Lithuanian, Polish, German and Russian.

Personalised Itinerary: on the website called my Vilnius it is possible to create your own
itinerary for a trip to the capital city; simply browse the website and click the like-button
when desired. When all options have been chosen, print and use the itinerary.
7.3.5 Translations
A significant number of tour guides do not speak English or at least not confidently enough
to talk to an audience, therefore they use their own language, Lithuanian. It would promote
tourism further if English was spoken more often, in all kinds of situations, to attract more
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tourists. There are some concerns that the Lithuanian language would become less
important if another language were to become more popular.
7.3.6 Discounts and coupons
Discounts and coupons are a successful way of promoting a product or service. They draw
attention to a place or event, and may be used by consumers. Available discount packages
include bongobon (a Belgian initiative), vivabox and Groupon. Options to purchase trips to
Vilnius are available on Groupon, which heavily discounts packages. Whilst not always
profitable, these sites can help market accommodation or areas which would like to become
more well known.

Further participation in these kind of programmes could attract more tourists and promote
the city further. It is also a chance for smaller retailers and producers to become more
widely known and increase profitability in the long-run.
7.3.7 Events and festivals
Events and festivals are one of the best ways to attract an enormous amount of visitors, and
if well-organised can be profitable. Vilnius organises a lot of festivals, mainly music-related,
during the year (see below).

2014 MUSIC FESTIVAL DATES
Vilnius festival 2 21 June
Sirenoso 25 September 5 October
Gaida 17-25 October
New Baltic Dance 8-15 May
Christopher Summer Festival 29-31 June
Vilnius Mama Jazz 12-16 November
Vilnius Jazz 16-19 October
Kino Pavasaris 20 March 3 April
Banchetto Musicale 13-30 September
Vilnius City Fiesta 5-7 September
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Food and drink festivals and events in Vilnius:
2014 FOOD AND DRINK FESTIVALS DATES
International wine exhibition wine days 23-24 May
Herbs market 21 June
Coffee Culture Days April


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8 Entrepreneurship and business development in gastronomic and
heritage tourism
8.1 Entrepreneurship and business development

Businesses like restaurants and cafs are usually quite successful because a lot of tourists
like culinary tourism, and locals may prefer to eat out rather than prepare their own meals.
However, other types of gastronomic heritage tourism should be considered in order to help
the tourist industry in Vilnius grow further.

Particularly since Lithuanias independence in 1990, various entrepreneurs have invested
significant amounts of time and money into the hospitality industry in Vilnius, in order to
grow tourism and widen the available choices for the consumer.

Dinner in the Sky is a restaurant service on a platform raised 150 feet into the air. It is one of
the world's ten most unusual types of restaurants. Dinner in the Sky has mobile services
available in 15 nations and appears in various cities including Paris, Bruges, Riga, Helsinki,
Vilnius and many more. This year it takes place from 27th May until 1st of June in Vilnius.

Another example of this is a premium chocolate producer called Chocolate Nave, which
started when one of the founders ordered 1 ton of cacao, and they just delivered that in his
backyard. Then he asked a friend to help him out and to try to finding a solution. They
thought about it together and came up with the idea of making chocolate.

Chocolate Nave is a bean-to-bar chocolate and ice cream manufacturer producing in
Lithuania which sources their dried cacao bean from the best farmers, which are then
transported via the old seaways to Europe. They market their chocolate as having premium
ingredients, and they aspire to become the best in the world in their area. Whilst there are
currently no stores in Vilnius, this is likely to happen in the near future. In the meantime
they provide chocolate tastings, and other gastronomic tourism from their factory which
feeds the desire of consumers to be closer to the source of their purchases. Despite having
only been in production for three years, the company sells internationally as far as Japan.
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Another example: Vyno Klubas was the first specialized wine shop and tasting centre in
Lithuania. In 2004 they started to import wines that were missing in the Lithuanian market:
Austria, Alsace, Germany, Bordeaux, Portugal, many more. In 2005 they started the first
Lithuanian wine fair Vyno Dienos as well as launched a dedicated wine magazine Vyno
Zurnalas. In 2006 they opened the second retail shop and initiated the formation of the
Lithuanian Sommelier association.

Vyno Klubas also founded Sommelier School - the main wine education centre in Lithuania.
Despite such a broad public activity, they still continue to position themselves as the main
retailer of fine wines in Lithuania, offering the biggest collection of Bordeaux, Burgundian,
Alsace, Loire Valley, Rioja, Tuscany, Port and Champagne wines. Their team of wine experts
routinely holds wine tasting seminars all around Lithuania. In their Wine Centre at Stumbrai
Street you can find great assortment of fine wines and spirits, gourmet products as well.

8.2 Use of Local produce in business development
There are many local wholesale stores in Vilnius located in different areas of the city, which
provide to the catering industry. They sell products that are commonly eaten in Lithuania,
such as:
- Vegetables
- Potatoes
- Mushrooms
- Cereals
8.3 Entrepreneurship in rural tourism
Rural tourism in Lithuania started in 1997 with only seventeen accommodations, but by
2012 there were 615 providers with a capacity of over 1,300 beds.

A great percentage of the country consists of protected territories and yet investment in
properties related to rural tourism is flourishing. The Government contributed significantly
to promoting this type of business among local tourists through campaigns and financial
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assistance and while doing this kind of tourism, the tourists can still enjoy the gastronomy of
the country.

Lithuania is still a relatively cheap investment destination by Western European standards.
The price for a square meter of land for rural tourism may vary from LTL20 up to LTL200,
depending on how close the plot is to a body of water or a major city.










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9 Conclusion and Recommendations
The tourism industry in Vilnius has a good foundation with historic sites, parks and
shopping, however there are a number of limitations to the current gastronomic tourism
available. There would also appear to be a strong culture relating to the promotion of local
tourism, with information available through a number of media, but the availability of
information in languages other than Lithuanian is likely to limit the number of international
visitors. Travellers are more likely to visit elsewhere if they can find the relevant travel and
tourist information more easily.
9.1 Gastronomic Tourism
Some entrepreneurs have realised that there are areas for development in the gastronomic
tourism industry and are starting new businesses to plug those gaps, such as:
Chocolate Nave for premium chocolate;
Vyno Klubas for wine drinkers;
The Arklio Bread Museum which gives tourists a greater understanding of the
countrys history through interactive opportunities; and
Belmontas catering to events, social walkers and those wishing to have a day out
with options for eating.
However there is still a surprising lack of ongoing gastronomic tourism with few boutique
food shops or opportunities to purchase food-related items in the majority of tourist outlets
which could bring extra income to the business.
9.2 Attitude and Service Culture
The differences in behaviour and service culture between Western Europe and Lithuania
have been noticeable, particularly when aggravated by language issues, discussed below.
Western European culture promotes smiling and proactive behaviour from service staff
which has been found in limited amounts by the researchers; this may relate to the venues
visited, or the price range, however even Belmontas which is a new site had limited positive
interaction between the Lithuanian students and staff at Belmontas.
Although not an issue generally, it was noted that food was served and plates were
removed separately from each person, rather than as a table.
Food safety and health and safety would appear to be considered less within Lithuania.
Health and safety considerations such as open manholes without barriers, dangerously
steep (marble) ramp access were noted. Staff in a hotel were surprised that food left out
overnight should be thrown away; a basic understanding in the UK.
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9.3 Language barriers
There are currently limitations to the information available relating to Vilnius in languages
other than Lithuanian. Websites and social media are much more effective marketing tools
if they can be read and used easily, with English being an internationally recognised business
language. Additionally, there was a surprising lack of English in the front of house staff in
restaurants, given that Vilnius is marketing itself as a tourist destination. This may well ease
as more young people join the industry (post-independence).
9.4 Recommendations
To better integrate Vilnius and Lithuania into the Western European tourist destinations,
primarily there needs to be:
more marketing in English with tourist staff not reliant on translators;
an awareness of Western European culture and preferences with service staff;
an understanding of Health and Safety from a tourist perspective there were
various health and safety issues noted;
increased focus on gastronomic tourism such as:
o integrate food sales into tourist sites such as honey, Midus etc.
o extend the options available to the tourist for gastronomy visits to factories,
tours of chocolate shops, themed tours, class etc.
o further large events such as food festivals, exhibitions or markets during the
main tourist season.
In the twenty-four years since Lithuania became independent there has been a change in
attitude to foreign travellers, and options available to them. If they are to be encouraged to
visit and spend their time and money in Vilnius it is paramount that they are given
information in English so that they can plan their time in Vilnius accordingly.
Visitor number can be increased significantly by providing bigger events such as festivals,
markets and exhibitions related to gastronomic tourism such as a Honey Festival, Dairy
Festival or Vodka of Vilnius which would need to be carefully planned with pre-purchased
tickets. The latter could take place in autumn or winter, hence extending the tourist season.

Page 41 of 43

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