MIESTŲ TURISTINIO PATRAUKLUMO JAUNIMUI VEIKSNIAI IR STIPRINIMO GALIMYBĖS

Youth is one of the most active age groups traveling worldwide. Their travel style, goals, and criteria for choosing destinations differ significantly from those of other age groups. Domestic tourism is one of the most popular travel choices among young people. Local youth tourism invigorates the country’s tourism market, especially during the off-season. Therefore, positioning cities as attractive destinations for youth travel is a key objective for all major cities in Lithuania. The aim of the study: to determine how Lithuanian youth perceive the attractiveness of Vilnius, Kaunas, and Klaipėda in the local tourism market. When evaluating the components of tourist attractiveness for youth in Vilnius, Kaunas, and Klaipėda, respondents clearly differentiated the strengths of the analyzed cities. For Vilnius, the best-rated aspects were the overall atmosphere of the city, the general aesthetic appeal, the attractiveness of tourist sites, and the suitability of green spaces for visitors. In Kaunas, the highest ratings were given to cleanliness and order, the city's aesthetic appeal, and conditions for sports and active leisure. In Klaipėda, the top-rated factors were the city's safety, the appeal of the local community, and the transportation system within the city. On a ten-point scale, respondents rated Vilnius' attractiveness at an average of 8.45 points, Kaunas at 8.12 points, and Klaipėda at 6.74 points. The majority of respondents noted that youth from other cities would visit Vilnius, Kaunas, or Klaipėda more often if travel-related service prices were lower, if there were more events, more entertainment options, and more leisure venues.