The global tourism marketwitnesses the increasingly intensifying processes of altering competition andcustomer needs. Competition is taking place not only among tourism serviceproviders, but also among other participants in the leisure services market –entertainment business organizations, trade and leisure centres. Within the European tourismsystem the highest potential to increase the market share currently belongs tothe Central and Eastern European states, which include Lithuania as well. Seeking to makeuse of these opportunities, it is indispensable not only to create tourisminfrastructure, but also to search for other ways of representing uniquetourism services. World Tourism Organization experts carried out a number ofsurveys, the goal of which was to determine the aims and presumptions of atouristic travel. It was established that even in the presence of changingleisure and holiday habits and fashions, one of the most important factors forchoosing a target travel destination remains the touristic attractiveness ofplaces of interest.
The article deals with the problem of “ultra small region”, which being the independent subject of the West European countries, istheir territorial, political and economic part, possessing constitutional independence. The initial factors of such regions special statusare national-cultural ethos type and geopolitical position. The goal of the article is the identification of ultra-small territories, revealingfeatures of their economic development and the modern trade status in a world and European trade system context. Ultra-smalltrade is diversified geographically and the main trading partners of these autonomous areas are the large highly developed countries,except for the four neighboring countries of Northern Europe. The main summing up conclusion is that Ålands and Faeroes island’sultra-small autonomous territories are converting nowadays into the business bridges between different European regions and countries,into the “competitive sub-peripheries” areas and points out the role of their trade in this conversion.
Changes caused by globalization changed consumer behaviour. It is passed from the era of items to the era of services causingemotions. On the other hand, it’s still a speculation, whether globalization affects the behaviour of Lithuanian people in choosingtourism. The research found that the Lithuanian residents still live in the era of items. For them is most important material safetyand image through items. To meet these needs Lithuanian residents prefer traveling abroad. Outbound tourism is attractive for thepopulation of Lithuania, but they frequently travel in Lithuanian territory. Lithuanian tourists are planning travel usually by themselves;this process is combined with rational. Economic, demographic and cultural factors have the greatest influence on the choiceof Lithuanians to make trips. Social, psychological and situational factors in the marketing mix have less impact.