The Role of Sustainable Leadership in Promoting the Visibility of the Territories Represented by the Tourism Information Centres of Latvian State Cities

Abstract

The aim of this study is to carry out an analysis on the implementation of the principles of sustainable leadership in the tourism information centres of Latvian State cities in order to promote the visibility of the territory they represent. This article presents an analysis of the literature on sustainable leadership and visibility of the territories, and provides characteristics of the sector represented by the tourism information centres of Latvian State cities. To identify the possible solutions to the improvement of sustainable leadership principles in the tourism information centres of Latvian State cities, we analysed the following: the implementation of sustainable leadership principles; and the views of the cooperation partners on the visibility of the tourism information centres in their areas, and the promotion of the territory they represent. The results of the study indicate that, based on the assessment of the cooperation partners, the principles of sustainable leadership are generally applied in only three (out of ten) tourism information centres. It was concluded that the application of sustainable leadership principles in the tourism information centres would promote smooth entry into priority target markets and the fastest possible initiation of promotion activities in secondary target markets, which soon could potentially rank on the list of priority target markets, in order to replace one audience with another due to the changing geopolitical situation in the world.