V. Jureniene, S. Jurene 468 ISSN 1648-4460 Trends and Impact of Services Sector Development

------TRANSFORMATIONS IN ------Jureniene, V., Jurene, S. (2019), “Impact of on National Soft BUSINESS & ECONOMICS Power”, Transformations in Business & Economics, Vol. 18, No 3C (48C), pp.468-484. © University, 2002-2019 © Brno University of Technology, 2002-2019 © University of , 2002-2019

IMPACT OF TOURISM ON NATIONAL SOFT POWER

1Virginija Jureniene 2Skaiste Jurene Institute of Social Sciences and Institute of Social Sciences and Applied Informatics Applied Informatics Faculty Kaunas Faculty Vilnius University Vilnius University Muitinės Str. 8 Muitinės Str. 8 LT-44280 Kaunas LT-44280 Kaunas Lithuania E-mail:[email protected] E-mail: [email protected]

1Virginija Jureniene, PhD, is a professor at the Department of Philosophy and Cultural Studies at Kaunas Faculty, Vilnius University. Her areas of research include: culture management, culture/creative tourism and gender issues.

2Skaiste Jurene, MBA, works at the Department of Business Economics and Management at Kaunas Faculty, Vilnius University. Her main research areas: creative industries, culture management, creative clusters, creative economy. Received: September, 2018 ABSTRACT. The article presents and analysis of the concept of st 1 Revision: January, 2019 soft powerand cultural tourism and Lithuania tourism situation in nd 2 Revision: April, 2019 2017-2018. In order to analyse the influence of tourism on soft Accepted: August, 2019 power in the case of Lithuania, a comparative statistical analysis method and qualitative research (interview) was carried out. Results shows that Lithuania carries out the following three types of cultural tourism: local, inbound and outbound. All these three types of tourism are seen as growing throughout the period of 2014-2016. Hovewer, the research did not reveal the fact that cultural tourism had a direct impact as art on the country’s soft power. But, cultural tourism uses cultural heritage, cultural events (festivals), art exhibitions, etc., by creating tourism products; therefore, it can be stated that cultural tourism can be a channel (carrier) of the country’s soft power. Thus, tourism has an indirect impact on the country’s soft power.

KEYWORDS: impact, tourism, soft power, values, Lithuania.

JEL classification: Z3.

TRANSFORMATIONS IN BUSINESS & ECONOMICS, Vol. 18, No 3C (48C), 2019 V. Jureniene, S. Jurene 469 ISSN 1648-4460 Trends and Impact of Services Sector Development

Introduction

In this age of globalisation, recreational and cognitive travelling is becoming an inseparable part of human existence. There is a diversity of travelling goals, duration and destinations. In the 21st century, cultural tourism is defined as one of the most rapidly growing areas of tourism (Holloway, Humphreys, 2012, p.283; Blagojevic et al., 2018). However, there are arguments that make one question the prosperity period of cultural tourism, and human desire to travel using non-traditional motifs is explained in the context of “post-modernism”: Reasoning that cultural tourism is a growing market is based on speculation and indirect indexes rather than direct proof; there are not systemic analyses in this area. The situation is usually explained in terms of “post-modernism” which, from the sociological point of view, is particular of societal democratisation, growing education, authenticity, search and other features rather than specific numbers (Armaitienė, 2006). Armaitienė (2006) agrees with Wynne (1992) that during the post-modernist period, the differences between not only elite and mass culture, but also between the concepts of “culture”, “tourism” and “daily life” become vague. Nevertheless, according to Dapkus (2008), in the beginning of the 21st century, cultural tourism takes up one fifth of the entire new tourism market (Dapkus, 2008; Yalçinkaya et al., 2018). Agreeing with Dapkus’ statement it is important to see whether tourism can be a channel of transferring soft power into another culture. In scientific literature, this is a new and unexplored topic. There are studies on the power of art (music) in the end of the “”. Problem of the research: Is cultural tourism a channel for the spread of soft power into other cultures/societies? Aim of the article: to analyse the impact of cultural tourism on national soft power. Methods: Secondary data collection and systematisation, analysis of scientific literature, synthesis and comparative methods were used to implement the research.

1. The Concept of Soft Power

In the beginning of the 20th century, politics and academic works began facing increasing discussions on the difference between hard power and soft power. In the last two decades, Joseph S. Nye has been the main advocate for the definition of soft power. According to him, hard power encompasses military and economic potential, whereas soft power includes other, less tangible dimensions of power. Nye (2004, p.1) defines soft power as “the ability to shape the preferences of others”. This ability is directly dependent on the attractiveness of that which holds the power. According to Nye, a country can achieve its goals in global politics when other countries want to follow its example, admire its values and want to copy it in order to achieve the same level of prosperity and openness. This means that to create an agenda in global politics an attract others is as important as making others change by using threats or military and economic weapons. An aspect of this power it to make others want the same things (Nye, 2002, p.9). One of the main aspects of soft power is attractiveness; however, this is not a new idea. In his analysis of power in global politics, Edward E. Carr claims that power over opinion including military and economic types of power is one of the main forms of power (Carr, 1946, p.132). However, Nye and Carr disagree on whether propaganda can be an efficient instrument to ensure power over opinion. Nye denies efficiency of propaganda, whereas Carr claims that propaganda can be an effective tool of governance, at least for a

TRANSFORMATIONS IN BUSINESS & ECONOMICS, Vol. 18, No 3C (48C), 2019 V. Jureniene, S. Jurene 470 ISSN 1648-4460 Trends and Impact of Services Sector Development period of time (Carr, 1946, p.145). Even though soft power has caused considerable amount of discussions, researchers and decision makers have started treating it more favourably. Even though soft power became an especially important aspect of discussions on the power of of USA after the Cold War, the conception of soft power has recently been used more in China and (Nye, 2013, p.1). Due to this reason, Nye criticised the ability of these countries to increase and demonstrate soft power because of unattractiveness of these countries to liberal democracies. Nye finds the definition of hard power similar to the initial expression of power (threats and inducement, military and economic potential). Also, an important element of power is the ability to shape the preferences of others (Nye, 2002, p.9). Meanwhile, Lake (2010) focuses on the similarities between soft power and charismatic authority. Lake (2010, p.6) points out that soft power is an alternative for charismatic authority. It can be said that this argument is based on the thought that soft power is mostly based on the attractiveness of a country. For example, cultural attractiveness can significantly increase general attractiveness of a country, which allows shaping preferences of others and increases the desire to follow the example of that country whose culture is attractive to others (Nye, 2011, p.43). The last aspect also emphasises the ability of a government to generate and manage soft power. Even though Nye (2004, p.8) admits that it is often difficult for a government to control and apply soft power, few would have doubts that a government increasingly tries to create its image in its own country and abroad. The European Union is described as a foreign policy agent that lacks hard power. As a consequence of this, theoretical tests that represent the EU external actions have often paved the path in foreign policy with the help of such concepts of non-power as “soft power”, “normative power” or “civil power”. Most of these “ES - adjective plus power” measures represent the EU as a certain agent in international relations. On the other hand, analysis of the EU foreign policy often emphasises the aspect of values. According to this text, as a consequence of European integration factors due to the European history and inherent mixed nationhood, the EU has developed a normative difference, i.e. centrality of peace, freedom, democracy, legal norms and human rights, plus a set of “smaller norms” such as solidarity, anti-discrimination, sustainable government and effective management have structured its internal and external activities together with its specific identity (Lang, 2015, p.33; Eslami et al., 2018, p.183). Therefore, the essential peculiarity that distinguishes the EU from other merely “civil” powers aims at not only its pragmatic interests by non-military means, but also includes normative or even moral aspects in its goals. Using its institutional and procedural tools as well as financial and economic resources, the EU attempts to form an international field, especially its direct environment, on the basis of its axiomatic assumptions. Templates and mechanisms used for this encompass various forms of diffusion, “infection”, persuasion, discourse-forming or example power. While much attention has been paid to make these diffusion and shift channels to work, it is also important to note various inclusion and activity levels that are expressed by these mechanisms to the European Union as a broadcaster of soft power. With regard to this, there are active projections of soft power forms that are based on inducement, conditions, obedience and awarding with games. Passive soft power measures such as attractiveness due to possession of certain skills, success or solutions. This draws near to relatively ontological concept of normative power as an agent that can influence not only with “what it says, but also with what it is”. These different levels of soft power intensity can be similarly observed in the relations of the EU with its Eastern neighbours.

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At least two aspects of the EU soft power are controversial. The first one is the inherent tendency of the EU to define and understand itself as a “force for good in the world” (as it was written in the 2003 European Security Strategy), which stands for a better international agent. This, of course, is the consequence of the EU normative identity. However, this value is based on the sense of internal superiority that leads to moral universality and diminishes partners’ normative differences. Another important aspect of the EU soft power is whether external actions of the EU are as soft as they are presented to be. The Lithuanian is an example of soft power. Despite absolute importance of the Singing Revolution to Lithuania when aiming for independence, Lithuanian academic and political institutions did not devote enough effort to analyse these phenomena and repertoires. Furthermore, there were few attempts to promote it academically on the international scale; they usually ended in international incompetence and misunderstandings. “The Singing Revolution” is a conventional title for a series of events that occurred from 1988 to 1991 and related to the independence movement in , Latvia and Lithuania. This term was coined by the Estonian artist Heinz Valk who used this expression for the first time when reviewing the spontaneous mass singing of Estonian songs during the Song Festival Grounds in 1988. During those years, music became the main form of expression that helped to carry the message of supporters of independence and nationalists in at least the following three ways: 1) certain music was recorded with a specific (or metaphoric) political importance; 2) traditional music was performed only because it was “national” (as opposed to “Soviet” or “Russian”) with no regard to its content; 3) despite everything, banned music was sung and performed as the essential act of disobedience (e.g., rock music had been despised by the Soviet government). This phenomenon did not obtain a unified form throughout the three Baltic States; rather, it was time for such a phenomenon to spontaneously erupt in a few places with similar cultural background and political conditions. Despite everything, the last few events (directly or indirectly related with the Singing Revolution) were organised as a common activity. Surely, the so-called “” occupies a special position: on 23 August 1989, a chain of almost two million people joined their hands and formed a chain spanning 675.5 km from Vilnius to Tallinn commemorating the 50th anniversary of the Molotov-Ribbentrop Pact between the Soviet Union and Nazi . The so-called Movement (Lith. Sąjūdis) was related to the Singing Revolution the most; it consisted of a group of 35 intellectuals and artists established in 1988 in order to support Perestroika and the Glasnost process. These principles were seen as a way to modernise the USSR and soften its strategies. These strategies evoked national awareness of many Soviet countries and became the main catalyst of various independence movements in the Soviet Union. Music was an exceptionally central force during this process. The Singing Revolution was one of the most important resources of soft power in Lithuania that, in its classical sense, promoted the country as such (not as the Soviet Union) with all its values, features, customs and solutions. Despite what it was (i.e. a music-related phenomenon), the Singing Revolution was especially effective in attracting international sympathy. The Revolution was “played”. A different strategy would probably not have been this successful with regard to the fact that two countries - one with three million citizens and a 260 larger one with 50 times the number of citizens - are compared (Martinelli, 2014, pp.89-120). Summing up, it can be said that popular music is an important part of a country’s soft power not only in the politics of Lithuania but also other countries.

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2. The Concept of Cultural Tourism

Generally, cultural tourism is classified according to motivational factors that indicate the dominating motif which promotes travelling. Based on the literature, the following six types of tourism are distinguished with regard to the goal of a trip: business tourism, professional tourism, leisure and entertainment tourism, cognitive-cultural tourism, sports tourism, rural tourism and wellbeing tourism (Grecevičius et al., 2002; Pjerotic, 2017). Cultural tourism is especially closely related with special demands of tourists because the desire to explore, “test out” other authentic cultures, explore artefacts of extinct cultures, and the goal to familiarise with “other” cultures are an especially important motif (Cros, 2002). This encourages developers of heritage tourism and heritage to create a complex outlook towards cultural artefacts: an object itself cannot function without its target environment because together they form cultural landscape (e.g. the urbanist landscape of (Lithuania). In 2009, it was included into the UNESCO heritage list. The Kernavė (Lithuania) archaeological site is a unique territorial complex of archaeological and historical values (194.4 hectares) included in the UNESCO heritage lists in 2004. Cultural tourism is equally important in aiming to preserve cultural and historical heritage: the higher number of tourists interested in cultural heritage, the more financial support it attracts. Cultural tourism remains important in creating a positive image of a country or city on a global scale. Culture has always been the main goal of any trip since the Great Travels in the 16th century. In the 20th century, a notion that culture was no longer the goal of tourism appeared. In any case, however, cultural values play a very important role on the scale of both heritage tourism and the entire tourism industry. Over a certain period of time, the types of tourism became more concentrated and oriented towards a certain area. Traditional mass tourism which Hall (1991) describes as a temporary, short-term trip to and from a certain place where the traveller does not live faces an alternative - tourism that satisfies specific needs of travellers, i.e. cultural, educational and other. According to McKercher (2002), cultural tourism is undoubtedly the oldest type of the ‘most modern’ types of tourism: people have been travelling for the so-called cultural reasons from the Roman times; the difference is that they were not treated as exceptional travellers until today. Pilgrim travels, visits to historical locations, special events, festivals, rituals have been known for ages. Benefit of cultural tourism Cultural tourism provides a sense of discovery, intercultural understanding, and enriches a personality. Cultural tourism helps to know the world, familiarise with the cultural diversity, traditions, customs, find out about different lifestyles, etc. Feeling, interacting, tasting, discovering, travelling, meeting, participating and finding out - all these elements comprise simple human well-being. UNESCO supports cultural tourism as a measure to preserve cultural values. In a world of conflicts, cultural tourism for people divided by distrust and xenophobia may often help to communicate, and lead to mutual understanding. Cultural tourism thus adds to the dialogue between cultures. Miscellaneous experience enriches an individual’s perception and educates their ability to understand and feel for others. People learn from one another and thus acquire diverse skills to solve their own problems. This at the same time promotes communication and integration. In localities that are frequently visited by tourists, employment of residents increases, and it becomes easier to keep people in the region, which has a positive effect on the

TRANSFORMATIONS IN BUSINESS & ECONOMICS, Vol. 18, No 3C (48C), 2019 V. Jureniene, S. Jurene 473 ISSN 1648-4460 Trends and Impact of Services Sector Development development of the country and the region. This improves the demographic situation because the youth are provided with more opportunities. This type of tourism provides many opportunities for not only tourists, but also the hosts of a country for better life conditions, and its activities encompass the entire target territory. Moreover, cultural tourism helps to create new ideas and invites local residents to cooperate, which in its turn encourages economic and social development of a country (UNESCO, 2003). Tourism is one of the channels via which countries may reveal their identity to the international society. The European Commission supports cultural tourism as the main branch of industry that brings economic profit. Tourists tend to buy more local production. Moreover, ‘cultural’ tourists travel longer than local tourists and spend more money; thus, cultural tourism creates income for culture itself and supports it. Cultural tourism becomes the source of seeking income. With regard to all these benefits of cultural tourism, it can be said that all of this cannot be achieved without management. Therefore, every country must invest large amounts of money into cultural tourism management. The aim of cultural tourism management is to create and introduce a unique product, and offer a consumer tourist an experience which would catch their attention on the basis of the following three main principles: preservation, utilisation, promotion. According to them, the society can achieve other goals. First of all, it can encourage conservative use of values and develop and improve a personality, i.e. a new tourist who belongs to the postmodern, consumerist society and must understand that cultural values should not only be consumed, but also preserved for future generations.

3. Tourism in Lithuania in 2017-2018

In Lithuania, tourism is a growing industry that is described in the National Progress Strategy Lithuania 2030 (State Progress Council, 2012), as one of the priority implementation directions along with culture, education, business, environmental protection, etc. It describes national opportunities in tourism development and using it as a soft power instrument at the same time: „An active promotion of the positive image of Lithuania in the world and its use for securing the interests of Lithuania. A vigorous and open culture of Lithuania cherishing the traditional values and the contributing to the linguistic and cultural diversity of Europe and the world; an successful development of professional art and regional culture” ( of the Republic of Lithuania, 2002) Factors of cultural tourism development are presented in Table 1. The Table 1 shows that the factors that determine tourism are closely related with national strategic goals of Lithuania. State Department of Tourism under the Ministry of Economy points out that travel within Lithuania as actively as foreigners. Local tourism increased by 7.9 per cent in 2017. State accommodation establishments including rural tourism houses were accommodated for at least one night by 122.8 thousand more Lithuanian residents than in 2016. Table 2 presents the number of tourists in 2014-2016 and their distribution according to sex.

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Table 1. Factors and objectives of cultural tourism development

FACTORS DETERMINING OBJECTIVES OF LITHUANIAN CULTURAL TOURISM CULTURAL TOURISM DEVELOPMENT To develop the infrastructure of cultural tourism, improve service quality, Growth of national economy develop new tourism route, create new products of cultural tourism and preserve potential objects of cultural heritage. To increase popularity of Lithuania as a tourist country and improve its image (e-marketing; complex marketing implementation in priority markets of cultural Development of national image and tourism; improvement of the labelling system of creative tourism locations; promotion of self-expression implementation of international tourism projects; initiation of common creative tourism projects in the public and private sectors). To decrease the seasonality of tourism services (supply of cultural events and Developed business in the area of entertainment; supply of rural tourism services; winter recreation tourism cultural tourism and related services), to increase cooperation of institutions that provide these services and economic sectors form a creative tourism industry cluster integrated into international relations. Preservation of cultural and To fully implement recommendations provided by UNESCO and international heritage values responsibilities in the areas of culture and heritage protection and development. Rationally using national and European Union funds, to create innovative and Involvement in the European Union unique creative tourism products, to develop human resources, to develop the economic, political and cultural creative tourism infrastructure base thus increasing international attractiveness spaces of the creative tourism sector as well as integrity within the EU space in order to achieve competitive advantages in the context of globalisation processes. Source: created on the basis of the 12/03/2014 Resolution No. 238 of the Government of the Republic of Lithuania.

Table 2. Number and trips of domestic same-day visitors and tourists

Domestic same-day visitors Domestic tourists 2014 2015 2016 2014 2015 2016 Number of same-day visitors/tourists, thous. Total 1551.8 1535.9 1560.7 839.2 857.5 827.5 Males 741.8 718.1 759.7 399.6 406.1 394.2 Females 809.9 817.8 801.0 439.6 451.4 433.3 Source: Lithuanian Statistical department (2017), Tourism in Lithuania, p.61.

As the presented data shows, local tourism slightly decreased in 2016 in comparison with 2015. An interesting fact that women tend to travel more than men can be observed. According to the data presented by the State Department of Tourism, it is evident that Lithuanians prefer recreation in rural tourism housing: last year local tourists spent as many as half a million nights in such places. In total, rural tourism housing accommodated 324.6 thousand tourists in 2017; 90 per cent of them were Lithuanian. Towns favoured by Lithuanian residents, i. e. and , welcomed the highest number of local tourists in 2017: Palanga welcomed 245 thousand tourists, whereas Druskininkai - 215 thousand. Considering major cities, accommodation of tourists underwent the most rapid increase in the number of local tourists in Klaipėda (+19.8 per cent), Kaunas (+9.9 per cent) and Vilnius (+2.7 per cent). Popularity of the port city benefited from it being declared the Lithuanian capital of culture of 2017 and abundance of cultural events; much of the attention was dedicated to the Klaipėda Sea Festival. It has been forecast that in 2018, the centre of attraction will be the newly renovated Lithuanian Sea Museum (Klaipėda) that people queued at even in winter, as well as the Manor of Pakruojis that earned the title of the most attractive cultural tourism place EDEN of 2017. Also, the interactive museum “39/45” in the site of an ancient castle. However, the biggest tourist (both local and foreign) attractions in 2018 are the following events: Centenary Song Celebration (Vilnius), Sea Festival (Klaipėda), street art

TRANSFORMATIONS IN BUSINESS & ECONOMICS, Vol. 18, No 3C (48C), 2019 V. Jureniene, S. Jurene 475 ISSN 1648-4460 Trends and Impact of Services Sector Development festival Malonny (Marijampolė), action Open Days in Countryside. The most successful product of local tourism were marches such as “The Way of Radvilos”. Summing up, it can be stated that Lithuania is becoming an attractive centre of tourism and investment. According to the 2017 statistics of accommodation institutions including rural tourism, the number of local tourists increased by 7.9 per cent, and foreign tourists - by 4.3 per cent. The general increase is 6.2 per cent. According to investment data and EU project applications, investment grants for regions increase with each year. The forecasts are positive: An acknowledged travel journal Wanderlust (United Kingdom) states that Lithuania is in the list of recommended destinations published by The New York Times. Lithuania, Latvia and Estonia celebrate their Centennial of Restored States and thus are the hottest destinations of this year. Lithuania as the most desired destination of 2018 was selected by the largest Finnish travel journal Mondo and one of the most popular French journals Telerama (Lithuanian State Department of Tourism, 2018). Along with local tourism, outbound tourism is also an important instrument of soft power. Table 3 presents data of The Lithuanian State Department of Tourism on how many tourists left the country for one day in 2014-2016.

Table 3. Number of trips of one-day outbound visitors by country of destination, 2014-2016 (in thousands)

Year Total Russia Belarus Latvia Other countries 2014 2503.0 379.4 622.0 699.7 7 93.7 8.1 2015 2121.2 165.1 623.9 494.7 819.8 17.6 2016 2190.5 173.3 663.3 478.8 855.5 19.7 Source: created by the authors.

The Table 3 shows that most of the one-day trips where made to neighbouring countries, i. e., Poland, Belarus. The number of trips to Latvia increased from 2015 as well. This is related to shopping tourism because with the increase of food product prices, especially alcoholic beverages and their stricter buying times, citizens can satisfy their shopping habits and desires in neighbouring countries where prices of not only food products, but also other secondary commodities are significantly lower. This undermines the Lithuanian state budget on the one hand, but improves the country’s image in the international arena and increases curiosity of foreigners. This in its turn may have promoted inbound tourism (Table 4).

Table 4. Main indicators of inbound tourism, 2015-2016

Period Number of Number of Nights Expenditure, Average Average daily trips, visitors/ tourists, spent, thous. EUR, mil. expenditure expenditure per thous. thous. per trip, EUR trip, EUR Trips of same-day visitors 2015 2977.3 922.8 - 284.8 95.7 - 2016 3025.9 964.0 - 288.6 95.4 - Trips of tourists (overnight visitors) 2015 2071.3 1133.3 9141.5 767.8 370.7 84.0 2016 2295.9 1245.5 9961.7 806.4 351.2 81.0 Source: Lithuanian Statistical department (2017), Tourism in Lithuania, p.103.

Tourists’ evaluation during trips is also important. It has impact on the message about the country, its security and the level of hospitality and culture. As is has already been

TRANSFORMATIONS IN BUSINESS & ECONOMICS, Vol. 18, No 3C (48C), 2019 V. Jureniene, S. Jurene 476 ISSN 1648-4460 Trends and Impact of Services Sector Development mentioned, this is important for soft power. Table 5 presents tourists’ evaluation of outbound tourism.

Table 5. Evaluation of trips by outbound tourists, 2016 (Per cent)

Very good Good Satisfactory Bad Very bad Total 43.0 54.9 1.8 0.2 0.1 By sex Males 42.2 55.7 1.8 0.3 0.0 Females 44.0 54.0 1.7 0.1 0.1 Source: created by the authors.

As the data shows, both sexes evaluated trips to other countries as good or very good; however, men tended to be more critical than women. Which sex is more active in outbound tourism is also important (Table 6).

Table 6. Number of Lithuanian tourists, trips and nights spent

2014 2015 2016 Growth, drop (-), % in 2015, Growth, drop (-), % in 2016, compared to 2014 compared to 2015 Number of tourists, thous. Total 885.1 861.0 856.6 -2.7 -0.5 Males 466.6 451.3 437.8 -3.3 -3.0 Females 418.5 409.8 418.8 -2.1 -2.2 Source: Lithuanian Statistical department (2017), Tourism in Lithuania 2016, p.89.

The data shows that men are more active in taking part in outbound tourism. Statistical data shows that men aged 25-44 tend to travel the most, and the goal of their trips is business- related (Tourism in Lithuania, p.91). Inbound tourism is developed in Lithuania. In 2016, compared to 2015, the number of same-day trips (including those of cruise ship passengers) increased by 1.6 per cent. In 2016, most same-day visitors arrived from Latvia (34 per cent), Poland (19 per cent), Belarus (17 per cent), Russia (15 per cent), and Estonia (7 per cent). Foreigners usually went on same-day trips for shopping (32 per cent) or for business purposes (25 per cent). In 2016, same-day visitors spent 288.6 million EUR in Lithuania, which is 1.3 per cent more than in 2015. Half (50 per cent) of expenditure consisted of expenditure on shopping. Average expenditure per same-day trip of a foreigner totalled 95 EUR (in 2015, 96 EUR). In 2016, compared to 2015, the number of foreigners’ trips with one or more overnight stays increased by 10.8 per cent. Most foreign visitors (72 per cent) arrived in Lithuania for one or more overnight stays for personal, 28 per cent – for business purposes. In 2016, most overnight visitors arrived from Belarus (17 per cent), Latvia (12 per cent), Russia (9 per cent), Germany (9 per cent), and Poland (9 per cent). In 2016, compared to 2015, the number of overnight trips from Latvia increased by 7.8 per cent, from Estonia – by 8.9 per cent. The number of trips to Lithuania from the EU countries increased by 12.3, from other countries – by 9 per cent. Trips from the EU countries accounted for 57.1 per cent (Tourism in Lithuania, pp.100-102). In 2016, the average duration of a foreigner’s stay in Lithuania was 4.3 nights (in 2015, 4.4 nights) (Tourism in Lithuania, p.102). What concerns soft power of a state, it is especially important to discuss how incoming tourists evaluate their time in Lithuania (Table 7).

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Table 7. Evaluation of trips by inbound tourists, 2016 (Per cent)

Total Very good Good Satisfactory Bad Very bad Total 100 67.1 29.7 2.2 0.1 0.0 By sex Males 100 67.9 29.7 2.2 0.1 0.0 Females 100 65.9 32.1 1.9 0.1 0.0 Source: Lithuanian Statistical department (2017), Tourism in Lithuania, 2016, p.114.

As the data shows, over 90 per cent of tourists evaluated their trips in Lithuania as good or very good. This means that such tourists are going to be not only carriers of positive image of the country, but also spreaders of soft power by forming and sharing information about Lithuania. Every government that understands the impact and importance of soft power in international relations has this objective. It is important to note that both sexes evaluated trips as good or very good; however, men tended to be more critical. Comparing evaluations of outbound and inbound tourists, it can be states that they were satisfied with the received tourism services and had a good or very good attitude towards the destination country. This fully complies with the impact of soft power on another nation and society. Moreover, it became evident that men were more critical towards a received tourism service in both inbound and outbound tourism. Therefore, it can be assumed that women tend to be bigger consumers of not only cultural outbound, but also inbound tourism as well as spreaders of soft power.

4. Research Strategy

In order to reveal the peculiarities of the relation between soft power, soft security and tourism, an instrumental collective case study shall be carried out. According to Gerrings (2011) a case study is a type of research which includes analysis of social issues by investigating only one of a few cases of their manifestation. An instrumental case study includes an analysis of a specific more widespread issue, and the chosen object of such case study illustrates the manifestation of the issue in question. Collective analysis is applied in order to perform a broader analysis; thus, not one, but a few cases are chosen (Morkevičius et al., 2008, pp.28-29). The cases of study shall include two tourism agencies, two tourist information centres and one cultural tourism guide. Respondents and their selection. The sample of this study includes organisations and persons related to the development of tourism and formation of soft power policies. Non- probability sampling method shall be used, i. e., an expert sampling when selection of respondents is carried out using target sampling based on criteria. This is a strategy based on which persons from a certain environment are selected with intention in order to obtain important information that cannot be accessed otherwise (Valackienė, Mikėnė, 2010, p.42). These are respondents that have known or demonstrated experience and expert knowledge in a certain area. They are selected based on the following criteria: these are persons that have purposefully required information; respondents that are experts in the area in question. Data collection methods and instruments. To collect research data, a semi- structured standardised individual interview. An interview in social studies is a discussion with the respondent in order to collect research information (Morkevičius et al., 2008, p.95). In terms of procedural flexibility or strictness, interviews may be divided into strictly structured, semi-structured and unstructured. During a semi-structured interview, the researcher uses a pre-determined plan that includes formulated questions and order; however, the researcher may give additional questions during the process. Additional questions may be TRANSFORMATIONS IN BUSINESS & ECONOMICS, Vol. 18, No 3C (48C), 2019 V. Jureniene, S. Jurene 478 ISSN 1648-4460 Trends and Impact of Services Sector Development asked if the questions do not encompass the topics of the research; if more detailed and accurate information is needed; if it comes to the attention that the respondent is uncomfortable or unwilling to answer certain questions (Luobikienė, 2003). In this study, a semi-structured standardised interview is used. According to Rupšienė, (2007, pp.63-68), this is an intermediate approach between the inflexible structured and unstructured interview. A semi-structured standardised interview provides a more flexible approach to carry out an interview and increase the depth of knowledge because the number of questions and the form of answers are not limited Kardelis (2007, pp.197-198). The study includes pre-determined main questions and order; however, depending on the interview process, the researcher may ask additional questions. The main advantage of the interview method is that the researcher has an opportunity to interact with the respondent in his/her natural manner of communication using usual concepts as well as explain questions if they should be unclear to the respondent. Furthermore, this method alow recording the content of the respondent’s answers, directly observing his/her reactions and obtaining rich information without any special conditions and funds (Butkevičienė, 2007, p.6). The respondents are persons that work in the field of tourism. In order to structure and compare the data, the same data collection instrument shall be used in all the interviews. The research instrument is a semi-structured questionnaire of 5 blocks of questions. Data processing and analysis methods. Since qualitative data is collected during the study, a qualitative data analysis shall be used to process the data. According to Kardelis (2002, p.66), a qualitative data analysis are typical features of collected data based on which the data is grouped. A qualitative analysis includes structuring, classification and analysis of causal, functional and structural relations. In this study, data structuring, i. e. data grouping within each group based on division of features into essential and non-essential, shall be used to process and analyse the data (Kardelis, 2002, p.66). Case study process. The study began on 10 January 2018 by sending e-mails to the respondents that included a presentation of the study and an inquiry about willingness to participate in it. Managers of two tourism agencies, manager of two tourist information centres and one tourist guide agreed to participate in the research. The research ended on 15 March 2018. In order to ensure research ethics, the respondents shall not be made publically known.

5. Study Results. Tendencies of Outbound Tourism in Lithuania

Lithuanians tend to spend their holidays abroad: “There is an increasing number of travellers. Maybe this has to do with an increase in supply because most organisations constantly look for new destinations. And when there are new flight directions from Lithuania, there are opportunities for new destinations”. According to Respondent 1, the increase in the number of tourists travelling abroad is influenced by increase in pay, friends, acquaintances, social networks, expanding attitude towards money and its use: “Many people come to us because they hear stories from friends about their holidays <...>, they know the sum of money they need to spend and book everything <...> Maybe there is also a need to show it, and maybe social networks have a subconscious impact on people because everyone seems to live nicely and travel, so why can’t I? The money made or saved will still be spent on something. It is a questions of having priorities”. Other two respondents from peripheral tourist centres state that they implement and develop local and inbound tourism.

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According to the data provided by the respondents, it can be said that most of the tourists come to Lithuania from Poland, USA, Germany, and Latvia. Respondent 3 points out why foreigners travel to the periphery of Lithuania: “Tourists are not that picky when they come to Lithuania. They do not ask for 5-star accommodation because they say they know why they have come. They have heard stories about the beauty of Lithuania and therefore are eager to go on excursions around Lithuania. I have heard that many tourists come here to visit relatives, or to look for their roots, to be more exact. <...> And, of course, the most popular are cognitive trips around Lithuania” (Respondent 3). It is important to note that usual tourist objects change, i. e., natural and religious objects are being replaced by gastro-tourism (culinary heritage) during which tourists get to know traditional regional culinary customs: “I believe that tourists usually visit natural objects such as mounds, oaks, boulders, etc. <...>. Then we have popular religious objects that have a historical background such as the , churches, chapels, etc. However, the current new and developing type that we plan to work at soon is traditional cooking education. Tourists gladly choose food tasting or cooking because it is an unexplored challenge in Lithuania that turns into a long-lasting memory” (Respondent 3). Summing up the answers of the respondents, an assumption can be made that tourism agencies develop inbound tourism and thus introduce Lithuanian culture, history to tourists by developing cultural, historical and culinary tourism. Does it add to the goal of soft power? The following block of research questions will help to answer this question: how do tourism organisers understand “soft power”? How does tourism influence soft power? Respondent 1 and Respondent 2 understand soft power and soft security as follows: “Culture and tourism are spending leisure. It is an activity that is attractive and creates an impression that, for instance, it is necessary to do something like travel to another country or visit a specific object. This gives impetus to make decisions because those soft things have an impact”. Respondent 3 points out the impact that arises from a position one occupies: “Soft power stands for using your position because you can influence hierarchically lower institutions and people where management is involved, but rather than using force, you use your human characteristics. And soft security respectively is, one could say, a consequence of that human influence on your opponents in order to achieve your goals, and this is their response to your impact that helps you to reach your goal” (Respondent 3). However, the respondent, even without using the concepts of soft power and soft security, attributes negative associations to them that have a political component: “In my opinion, the aforementioned concepts relate to the aggression of Russia... military and cultural...” (Respondent 3). Respondent 4 seems to have described it more accurately: “I believe that it stands for sustaining peace and calm without forceful action” (Respondent 4). Contrary to the latter respondents, Respondent 5 points out that soft power and soft security associate with team abilities: “It is our team ability to communicate, use modern means to attract people to excursions, events; our team youthfulness. I think that we are young and courageous; we attract people’s trust and attention” (Respondent 2). It can be said that soft power is seen by all the respondents as a means of impact in order to influence others. Only one respondent related it with tourism using modern marketing means.

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How does soft power relate to tourism? Cultural tourism and soft power have influence on each other and intertwine because travelling abroad forms tourist attitudes towards the destination country chosen by them with the help of tourism organisations: “I think they interact. They help to create a positive impression about a country, activities, objects. Our tourists abroad communicate with foreigners and can also create an image of how our people live, what they are interested in, etc.” Therefore, culture and tourism have impact on soft security and, vice versa, soft security has impact on them, according to respondents 1 and 2. Respondent 3 distinguishes soft power as a means that influences the sector of tourism: “Tourism and your choices have impact. They always relate to changes of tourism, i. e., tourism has impact on changes, and you influence decisions that determine improvement of the impact received. In other words, this is more of a feedback. When there is a wish to attract tourism, personal wish is in operation here” (Respondent 3). Respondent 4 adds to the aforementioned statements on soft power as a constituent of the actions made by the cultural tourism sector: “Soft power is related to cultural tourism. For instance, when there is a certain cultural object and we want to carry out activities there but we do not have experience, as an executives we talk to the employees that we need to gain experience and that it would be purposeful to gain it from where work is already being carried out. The employees who travel to gain experience someplace else automatically become tourists. Therefore, the executive who does not give direct orders to travel yet only mentions it creates a premise for action. Another example: if an unknown town becomes very popular (culturally), then it respectively becomes an example to other towns that would like to revive their cultural live, and a town thus becomes a centre of attraction” (Respondent 4). The respondent provides the following example: “A large portion of sceptical tourists start admiring how Lithuanians cherish traditions of other cultures when they see it. E. g., they visit an orthodox church that has been renovated by the Lithuanian government, even though the orthodox community is very small. This convinces a tourist that Lithuanians are tolerant towards different religions and helps their believers” (Respondents 4). Therefore, it can be said that the attitude and image formed are very important in order to develop inbound tourism as verbal information is the most important informational channel of tourism objects. However, any promotion is good because even negative opinion/feedback on a certain object makes a person want to make sure, i. e., to feel and see for themselves, because in this case an individual relation is created. Since respondents understand soft power as a diplomatic instrument, propaganda is thus related with spread: “Art helps to communicate ideas. They can be represented persuasively. Also, there are different possible interpretations of art by creating a favourable or unfavourable opinion about the author, country, etc. Therefore, propaganda becomes an instrument to spread a formed idea” (Respondent 1). Another respondent has similar thoughts: “Influence, attempts to influence and propagation of certain things can be called white propaganda. For instance, in our case, we propagate the region of Raseiniai using strategic and artistic means; we try to solve problems related to objects of tourism but we do not promote those problems. We only show the good and the nice. Therefore, I think that art can be attributed to propaganda” (Respondent 2).

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Considering the current structure in the tourism sector and the situation in Lithuania, the emphasis is put on existing competencies, funds and governmental attention that presents Lithuania or any city as attractive to foreigners: “There should be more activities that would include tourists. Also, excursion guides, hotel sector employees should be prepared for it, etc. Currently, as far as my knowledge goes, these specialists have no idea what impact they could have in this field. Either they are incompetent or there is a lack of information” (Respondent 1). However, funding is not the only obstacle: “Inbound tourism should be organised in such a way that it would encourage people’s desire to receive a service and information, etc. They should want to get something new, unexplored, etc. It is necessary to try and improve, provide more services, more interesting solutions. It is necessary to coordinate work, and all institutions that are directly related to tourism should be synchronised” (Information 4). One of the most important and visible problems is inappropriate attention to the sector of tourism because there is no understanding of what impact there is on soft power and vice versa. The importance of the sector of tourism as an opportunity is not promoted: “Because there is no understanding of what impact tourism has. Also, there are no institutions that would do it” (Respondent 1). “We do not have a developed tourism sector. First of all, there are no efforts to attract tourists. When tourism is not developed enough, it is pointless to talk about analyses. It is necessary to form a different outlook on the possibilities of inbound tourism so that interested organisations would start working. Also, it is necessary to ensure funding, and when the desired flow is achieved, then we can carry out the required analyses” (Respondent 3). The political aspect is seen as a means to form the spread of art or propaganda that is related to impact, government, power and control: “It is difficult to say but I think that it is determined by the understanding of politicians that a product of art is an instrument of propaganda. Especially in terms of other nations. In fact, this activity is more evident than other activities, which is why it is widely discussed” (Respondent 1). “Instruments of propaganda are closely related with politics. If politics is involved, then there is a supposed enemy, because every propaganda involves an enemy when it is clearly defined, and only then does it become active. When politics and culture mix, culture becomes political. As a consequence, carriers of culture become carriers of propaganda because the culture of the antagonistic politicised state becomes negative. If there was no political aspects, I think that propaganda in culture would not be spread because propaganda is supported by state structures that are politicised” (Respondent 3). Therefore, it can be said that the respondents, even though not able to directly define the concept of soft power, perceive it in inbound and outbound cultural tourism.

Conclusions

Soft general power is as important as hard imperative power. If a country can make its power seem appropriate in others’ eyes, it evokes lesser opposition. If its culture and ideology are attractive, others want to follow it. This requires certain preparation, structure and plan. If a country is successful at creating consistent international norms about its society, the probability that the norms will change is lesser. If a country can support those institutions that have influence on other countries that want to direct or limit its activities in the context of the dominating country, expensive force or hard power may not be necessary. In general, power

TRANSFORMATIONS IN BUSINESS & ECONOMICS, Vol. 18, No 3C (48C), 2019 V. Jureniene, S. Jurene 482 ISSN 1648-4460 Trends and Impact of Services Sector Development becomes less transferable, requires less force and is less tangible. Modern tendencies and changes in political issues have impact on natural power, its resources and operation. Cultural tourism may be defined as inclusive, motivating for tourists, or as special interest tourism when the fundamental goal of the consumer is the objective to see various forms of culture. Cultural tourism in its entire system may be defined as tourism that includes relations between people, places and cultural heritage; it describes it as temporary movement of people. Cultural tourism may also be conceptualised from a business perspective as tourism that includes development and promotion of many places and types of recreation for both foreigners and local tourists. The statistical data analysis revealed that Lithuania carries out the following three types of cultural tourism: local, inbound and outbound. All these three types of tourism are seen as growing throughout the period of 2014-2016. The statistical data of the State Department of Tourism shows that the number of local tourists decreased and the number of outbound tourists increased in 2016. The research also revealed that respondents also carried out cultural tourism of all three types. Even though not all of them could discuss what soft power was, they related cultural tourism with culture, cultural heritage and cultural events and correctly pointed out that if culture (art) could be used as a means to spread own country’s indirect power and impact on another country as well as a measure of propaganda against another country, cultural tourism could primarily be seen as a channel of its spread. Therefore, it can be said that the respondents see a possible impact of soft power on another country in the context of carrying out inbound and outbound cultural tourism. The research did not reveal the fact that cultural tourism had a direct impact as art on the country’s soft power. However, cultural tourism uses cultural heritage, cultural events (festivals), art exhibitions, etc., by creating tourism products; therefore, it can be stated that cultural tourism can be a channel (carrier) of the country’s soft power. Thus, tourism has an indirect impact on the country’s soft power.

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TURIZMO POVEIKIS NACIONALINEI ŠVELNIAJAI GALIAI

Virginija Jurėnienė, Skaistė Jurėnė

SANTRAUKA

Straipsnyje pateikiama švelniosios galios sampratos ir kultūrinio turizmo bei Lietuvos turizmo situacijos 2017–2018 metais analizė. Siekiant išanalizuoti turizmo įtaką švelniajai galiai Lietuvos atveju, buvo pritaikytas lyginamosios statistinės analizės metodas ir atliktas kokybinis tyrimas (interviu). Rezultatai rodo, kad Lietuvoje yra vykdomos šios trys kultūrinio turizmo rūšys: vietinis, atvykstamasis ir išvykstamasis. Visos šios trys turizmo rūšys augo 2014–2016 m. laikotarpiu. Tyrimas taip pat atskleidė, kad respondentai vykdė visų trijų rūšių kultūrinį turizmą. Tačiau tyrimas neatskleidė fakto, kad kultūrinis turizmas turėjo tokį pat tiesioginį poveikį šalies švelniajai galiai, kaip ir menas. Atkreiptinas dėmesys, kad kultūrinis turizmas, kurdamas turizmo produktus, naudoja kultūros paveldą, kultūrinius renginius (festivalius), meno parodas ir kt., todėl galima teigti, kad kultūrinis turizmas gali būti švelniosios šalies galios kanalas (nešėjas). Taigi turizmas daro netiesioginį poveikį švelniajai šalies galiai.

REIKŠMINIAI ŽODŽIAI: poveikis, turizmas, švelnioji galia, vertybės.

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