Factors affecting the use of cultural ecosystem services in Lithuanian coastal area.

Abstract

Assessing motivations and preferences related to cultural ecosystem services (CES) is essential, especially in areas with conflicting interests. The Lithuanian coast has a major international port, protected areas, and tourist demand, and it is a place with several conflicts regarding land use planning. In this study, we surveyed users' motivations and preferences to identify (1) preferred CES-related activities, (2) socio-demographic and recreational motivations, (3) composite variables for CES-related activities, and (4) propose relevant measures promoting sustainable development and supporting current policy and management goals for the coastal area of Lithuania. The results showed that experiential activities are the most preferred (81.6%) and aesthetic activities are the least preferred (0.2%). Among the experiential activities, tours were the most frequent (56.2%). There is a preference for tours and wellness activities, short trips (3–5 days), and staying with family and friends. The principal component analysis identified five groups. The first component is tourists’ motivations, and the other four are tourist type and visit characteristics, gender, duration of stay and accommodation type, and age group and distance to the coast. Interventions and measures need to be established by engaging all local stakeholders. They include soft mobility, tourism segmentation, promoting traditional activities, providing new experiences, and supporting a circular economy. These results are relevant for coastal management in the tourism context.