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Tūrisms Latvijā Cauri Gadsimtiem TŪRISMS LATVIJĀ CAURI GADSIMTIEM Vēsture, attīstība un perspektīva Rīga 2021 Saturs UDK 338.48(474.3) Tu666 AutoruTŪRISMS kolektīvs LATVIJĀ CAURI GADSIMTIEM. Vēsture, attīstība un perspektīva Ceļavārdi .........................................................................................................................................................5 Par autoriem .................................................................................................................................................8 Saīsinājumi ................................................................................................................................................. 10 GrāmatasAira Andriksone, autori Kristīne Bērziņa, Artis Gustovskis, Dace Kaufmane, Andris Klepers, 1. nodaļa. Tūrisma attīstība Latvijā līdz 1991. gadam ..............................................13 Līga Kondrāte, Ēriks Lingebērziņš, Agita Līviņa, Ilze Medne, Maija Rozīte, Maija Rozīte Juris Smaļinskis, Normunds Smaļinskis, Aija van der Steina, Daina Vinklere Maija Rozīte 1.1. Ceļošanas pirmsākumi.Daina Vinklere .................................................................................15 1.2. Tūrisms Latvijas pirmās brīvvalsts laikā. .............................................24 Lilita Vaingārdnere 2. 1.3.nodaļa. Padomju Valsts periods. tūrisma pārvaldes veidošana ....................................................................................... no 1991. gada ...............................6741 Redaktore Una Spektore Artis Gustovskis LNDB kolekcija “Zudusī Latvija” Aira Andriksone, Agita Līviņa Vāka dizains 2.1. Institucionālais ietvars un pārvaldība, galvenās tūrisma attīstības Vāka foto , aktualitātes.Aira Andriksone, Agita Līviņa .....................................................................69 2.2. Tiesiskais pamats un tūrismaAira Andriksone,politikas plānošanas Agita Līviņa dokumenti. ..............................................................................................Daina Vinklere 95 2.3. Starptautiskā sadarbība. Aija van der ......................................... Steina 105 2.4. Profesionālās tūrisma organizācijas. ............................................. 124 3. 2.5.nodaļa. Latvijas Latvijas tūrisma iedzīvotāju zīmolvedība ceļojumi un mārketings. un starptautiskais tūrisms ..................... ................. 207171 Artis Gustovskis Grāmatas izdošanu atbalsta LIAA Juris Smaļinskis 3.1. Vietējais tūrisms. Ilze Medne, Kristīne ................................................................................... Bērziņa 209 3.2. Lauku tūrisms. ........................................................................................Aija van der Steina 235 3.3. Izejošais tūrisms. Normunds Smaļinskis .......................................................... 247 Latvijas Investīciju un attīstības aģentūras (LIAA) mērķis ir palīdzēt augt uzņēmumiem, sākot no 3.4. Uzņemošais tūrisms: ārvalstu tūristi Latvijā. .................... 277 labas un perspektīvas idejas līdz pat pasaules līmeņa atpazīstamībai eksporta tirgos, un vairot 3.5. Neformālās ceļotāju grupas. ................................................. 308 pievilcību Latvijai kā lieliskam tūrisma galamērķim. Ienākošais tūrisms ir viena no Latvijas 4. nodaļa. Tūrisma attīstība Latvijas reģionos ....................................................... 327 eksporta nozarēm, kura veido līdz pat 4 % no kopējās tautsaimniecības. LIAA atbildības lokā ir Andris Klepers rūpēties par šīs nozares attīstību, sniedzot uzņēmējiem mārketinga, institucionālo un cita veida Maija Rozīte 4.1. Vēsturiskās tendences un kopsakarības. ....................................... 329 atbalstu. Maija Rozīte 4.2. Rīga. Artis Gustovskis ................................................................................................................... 338 4.3. Jūrmala.Līga Kondrāte ............................................................................................................ 356 4.4. Kurzeme. Andris Klepers ................................................................................................... 376 4.5. Latgale. .......................................................................................................... 401 ISBN-978-9934-543-31-9Turība Dace Kaufmane 4.6. Vidzeme. ....................................................................................................... 425 © Biznesa augstskola , 2021 5. 4.7.nodaļa. Zemgale Nākotnes un Sēlija. mērķi un izaicinājumi. .................................................................................. Ēriks Lingebērziņš .......................... 487452 © Latvijas Investīciju un attīstības aģentūra, 2021 Ceļavārdi ūrisma nozare Latvijā pēdējās desmitgadēs ir labi at- pazīstama un nozīmīga tautsaimniecības sastāvdaļa. Neskatoties uz pandēmijas radīto krīzi, gan iedzīvotāji, gan nozares uzņēmēji ar nepacietību gaida ceļojumu un ar to saistītās uzņēmējdarbības atjaunošanos. Par Tceļošanas aizsākumiem un ceļošanas tradīcijām senākā un tuvākā pagātnē ir saglabājies daudz liecību, tomēr tū- risma attīstība, to ietekmējošie faktori līdz šim nav tikuši sistemātiski analizēti un apkopoti. Latvijas valsts simtgades svinību laikā un tuvojoties Latvijas tūrisma simtgadei, kas, pēc Kārļa Vanaga, tūrisma entuziasta un propagandētā- ja uzskata, ir aizsākusies 1929. gada 14. septembrī, radās ideja par grāmatas izdošanu. Ideju atbalstīja gan augstskolu mācībspēki, gan tūrisma speciālisti, kuru vārdus redzat saturā pie viņu sagatavotajām nodaļām. Šīs grāmatas autori un intervētās personas ir daļa no Latvijas tūrisma vēstures – viņi ir bijuši aculiecinieki dažādām norisēm un procesiem, kas ietekmējušas lēmumu pieņemšanu. Šīs liecības, mainoties paaudzēm, jāsaglabā. Lielākais akcents grāmatā ir veltīts tūrisma kā jaunas nozares veidošanai kopš 20. gs. 90. gadiem. Tūrisma vēsture ļauj ne tikai sekot dažādiem faktiem un procesiem sabiedrībā, bet arī parāda dažādu iekšējo un ārējo faktoru lomu un nozīmi, tādējādi ļaujot arī vieglāk prognozēt procesu attīstību nākotnē, saskatīt kopsakarības un tendences. Grāmatas pirmajā nodaļā atradīsiet daudz interesantu un saistošu faktu no tūris- ma vēstures, lasīsiet par entuziastiem, personībām–dižgariem, kuras to veidojušas. Kļū- siet liecinieki, kā dažas no tūrisma tradīcijām ir saglabātas, pārmantotas un praktizētas arī mūsdienās. Uzzināsiet, kāda izdoma tika likta lietā, lai organizētu pārgājienus un ceļojumus preču un pakalpojumu deficīta apstākļos padomju laikā. Grāmatas otrā nodaļa ir vispilnīgākais avots, kurā atspoguļota jaunas, neatkarī- gas valsts tūrisma nozares institūciju rašanās, dažādu normatīvo dokumentu izveides un pieņemšanas vēsture, politisko, ekonomisko un arī subjektīvo faktoru loma tūris- ma politikas veidošanā, iesaistīšanās starptautiskajā apritē un procesos, sadarbība ar starptautiskajām institūcijām, Baltijas valstīm. Tajā atradīsiet liecības par pirmo Latvi- jas tūrisma biroju atvēršanu Londonā un Helsinkos, darbinieku atmiņas par situāciju 5 tūrisma nozarē, esot dažādu ministriju pakļautībā. Lai gan tūrisma politikas plānošana tūrisma attīstībā un popularizēšanā. Ierobežotā apjoma dēļ nevarējām pieminēt visus, tiek vērtēta kā stratēģiska, integrēta, uz ilgtspējību vērsta sistēma, tomēr tiek analizēti ne arī iekļaut visu savākto plašo fotomateriālu. No vienas puses, žēl. No otras, – ceram, arī tūrisma valsts politikas galvenie trūkumi, piemēram, nepietiekams gan valsts budže- ka šī grāmata iedvesmos jaunus entuziastus iesākto darbu turpināt. ta finansējums, gan pētnieciskā bāze, tūrisma lobiju trūkums. Ar interesi lasītājs vērs vaļā nodaļu par jaunās valsts tūrisma mārketinga idejām, aktivitātēm un sasniegumiem, Ceļakarti un ceļazīmes lasītājam esam iezīmējuši – laiks aizraujošam ceļojumam! Maija Rozīte, dalību starptautiskajās izstādēs, informatīvo materiālu sagatavošanu, pirmo valsts un Rīgas pilsētas tūrisma zīmolu radīšanu. Tūrisma attīstību raksturo tūristu apmeklētākās vietas un objekti, tūristu plūsmu profesore, Turība apjoms, to telpiskais izvietojums un dinamika. Šīs tēmas grāmatā ir aplūkotas trešajā Tūrisma un viesmīlības katedras vadītāja nodaļā, iekļaujot tā laika vēsturisko fonu – padomju laika tūrisma objektu un pieminekļu Biznesa augstskolā demontēšanu, mūsu piekrastes atvēršanu jebkuram ceļotājam, vīzu formēšanu un valū- tas ieguvi, iepirkšanās braucienu organizēšanu uz Lietuvu un Poliju un pat 90. gados piedzīvoto reketu. Publicētās atmiņas par pirmajiem ārzemju ceļojumiem var lasīt kā aizraujošu piedzīvojumu stāstus. Vēsturē saglabājamas atmiņas arī par grūtībām, kādas bija 90. gados, uzņemot ārvalstu tūristus, kad lidlauks bija pārāk grumbuļains, viesnīcu istabas par mazu, gultas par īsu, vannas istabas netīras un pat tualetes papīrs par cietu. Pievienotie statistikas dati ļaus pārliecināties, cik strauji mūsu valstī pēdējās desmit- gadēs ir attīstījies tūrisms, kā pieaudzis uzņēmēju un pakalpojumu skaits valstī, kā un kur mēs ceļojām, un cik viesu gadā uzņēmām. Saistoša ir sadaļa par ārzemju tūrismu Latvijā, par straujo ārvalstu tūristu pieredzes un iespaidu maiņu no pirmajiem, ne se- višķi glaimojošiem līdz sajūsmai par unikāliem tūrisma produktiem. Tūrisma raksturojumā neiztikt bez nozīmīgāko centru un reģionu apraksta, ko plaši atspoguļo ceturtās nodaļas saturs. Tikpat daudzveidīgi un krāšņi, cik mūsu novadu tautas tērpi, ir agrāk un salīdzinoši nesen veidotās tūrisma vietas, objekti, maršruti, da- bas takas. Ir pieejama informācija gan par Rīgas un Jūrmalas tūrisma produktiem, gan Kurzemes Šveici, Latvijas Holandi, Latvijas Venēciju vai Livonijas
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