Abstract
This study examined the decision variables used by German travel consumers when making certain travel decisions. Data were gathered in March 2000 at the International Tourism Exchange (ITB) in Berlin. ITB is the leading trade fair for the global tourism industry. The authors investigated Lithuania as a potential travel destination. As a result of this research, the authors recommend that the Lithuanian Tourist Board allocate more resources to informing potential tourists about Lithuania and to the development of a relationship marketing program with past visitors because this segment was found to be more predisposed to visiting Lithuania than the average German. Overall, Germans were found to have favorable tourist consumers' perceptions of Lithuania as a tourist destination and as a safe place to visit.
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