Travel Reference
In-Depth Information
habitats would be to consider them not only for
their ecological value, but also for their economic
and social potential. To achieve this requires the
application of biodiversity protection policies
through top-down regulation and voluntary
incentive-based ones (Breber, 1995; Hurni,
2000; Doremus, 2003; Shogren
et al
., 2003).
Without a determined local collaborative net-
work, which involves all relevant stakeholders,
including owners of recreational amenities, hunters
and anglers, any top-down conservation system
fails to prevent poaching and misuse of the
resources. To achieve environmental, economic
and social sustainability of rural tourism requires
the empowerment of local communities to effec-
tively exploit the natural resources whilst also
conserving them (Deinoravi
E
ius
et al
., 1999;
Bridgewater, 2002).
The emerging trend of urban-to-rural
in-migration in both developed and transition
countries (Stockdale
et al
., 2000; Brown and
Schafft, 2002; Paquette and Domon, 2003) and
the strong emotional attachment of Lithuanians
to the coast provides an opportunity to foster a
robust local identity based on the sustainable
use of diverse natural resources and conserva-
tion of valuable habitats. The three case studies
presented in this chapter illustrate that Lithuania
has a strong policy framework to support sus-
tainable rural tourism development, which is
vertically and horizontally integrated. Financial
incentives are used variably between districts to
orchestrate tourism product development in line
with policy objectives. The continued balancing
of the environmental, economic and social agen-
das will require the ongoing resolution of con-
flict between the conservation and commercial
agendas. The key to resolving such conflict might
lie in anticipated shifts in the European Union's
Common Agricultural Policy towards increasing
support for environmentally friendly farming,
sustainable rural tourism development and
maintenance of biological diversity (Donald
et al
., 2002). Certainly the National Tourism
Development Plan (2003) emphasizes the impor-
tance of opening up the eligibility of investment
support for tourism-related activity from wider
funding posts, e.g. the Rural Support Fund.
Such changes would enhance the horizontal
integration of tourism development with wider
economic development strategies at a local,
regional and national level. There is good
vertical integration from country to regional to
local level. It is clear that tourism is firmly
on the economic development agenda in
Lithuania and is recognized as an industry
sector with important implications for Lithuanian
prosperity. Lithuania has warmly embraced the
sustainability agenda and has strongly integrated
sustainability
into
the
wider
development
strategies.
The three case studies evidence the impor-
tance of tourism in providing sustainable devel-
opment opportunities in Lithuanian rural/coastal
areas. Each case study provides evidence of the
understanding of the opportunities afforded to
rural coastal areas of repackaging traditional
industries and cultures into a new range of lei-
sure and tourism products. Income streams for
rural inhabitants can be derived from servicing
leisure and tourism opportunities for city dwellers
using traditional skills. Each of the case studies
has a strong regulatory framework to minimize
environmental impact, with the most fragile eco-
systems having the strictest regulations. However,
the importance of a high quality environment in
sustaining tourism activity and the increasing
environmental pressure resulting from increased
tourism activity has led to a search for national
and international funding to enhance the envi-
ronmental quality. The case studies exemplify
the importance of partnerships of key stake-
holders in protecting these fragile ecosystems
whilst providing development opportunities for
local people, thus balancing the conservation
and commercial agendas.
Lithuania has made very effective use of EU
funding to support marketing and promotion
activities, which has enabled a major shift
from declining ex-Soviet markets to improving
European markets. This has required a paradigm
shift in terms of the quality of provision and in
this context rural tourism is an important issue
providing an effective platform for incoming
tourism building on domestic tourism demand.
The domestic market is important in contributing
to the critical mass of demand that will encour-
age public-sector response to the tourism pro-
duct quality issue and develop the infrastructure
to meet the needs of incoming tourism markets.
