IMPROVEMENT OF RURAL TOURISM SERVICE QUALITY MANAGEMENT IN LITHUANIA

One of the main assumptions for the development of rural tourism is meeting consumer's needs and expectations, by increasing quality of offered services. Rural tourism service providers may achieve better results in service quality field by developing business management and implementing quality management system. The article analyzes possibilities of diversification of rural tourism services along with increasing their quality. Rural tourism service providers are recommended to follow standards of service quality. They need to prepare criteria for offered service quality and follow the procedures of rural tourism services supply. Rural tourism service providers need to adapt service supply organization structure to quality requirements and to foreseen recourses to ensure an effective process.