PurposeThe purpose of the study is to examine opportunities for gastronomic tourism development and smart solutions in the regions of Latvia.Design/methodology/approachThe methodology is based on a qualitative approach applied to examine the theoretical and legal frameworks for gastronomic tourism, as well as on a case study based on mapping and a typology of gastronomic tourism.FindingsAn analysis of priorities for the Kurzeme planning region (including Talsi municipality) in tourism development revealed that digitalization, the introduction of smart solutions important for travellers and the integration of the digital environment and innovative solutions into tourism services are specified in policy documents. An examination of a mapping of tourist services supplied in the Talsi municipality and the role of gastronomic tourism therein showed that such a mapping can serve as a basis for developing targeted smart and digital tourism products for Talsi municipality, which involves both the target audience and the typology of food tourist behaviour.Research limitations/implicationsThe examination of smart solutions for the regions of Latvia represented an in-depth case study of one municipality – Talsi. Talsi municipality was selected as a typical gastronomic destination, which offers a wide range of gastronomic tourism opportunities, and this kind of tourism is also referred to in the tourism development strategy of the municipality (region).Originality/valueThis study's contribution is determined by the constantly changing dynamic environment that fosters the differentiation of supply of tourism products, as well as the integration of smart solutions into tourism products. Gastronomic tourism in Latvia and the Baltic states plays a steady role in contributing to the recognition of the cultural environment and regional traditions; therefore, the supply of smart solutions is essential and significant from the regional perspective. The originality of the research is also determined by an examination of smart solutions for gastronomic tourism in the tourism products supplied in the region.

In Latvia, de-institutionalization is gradually taking place, which is envisaged in the European Social Development Plan at the level of public policy. In Latvia, the non-governmental sector (NGO) sector is largely dependent on external funding. In addition, competition for external financing is increasing. One of the solutions to reduce the effect of external financing is to engage in economic activity. Social entrepreneurship is becoming increasingly popular in Latvia - a business model that allows economic activities to be carried out without losing the mission, goals and social impact of NGOs. Social entrepreneurship is a way of effectively addressing the concerns of different groups at risk of social exclusion, which can have a positive long-term impact on the development of both the city and society itself. Social entrepreneurship has the potential to solve various social problems, thus facilitating municipal work and reducing municipal budget expenditures. For municipalities, social enterprises are a tool for solving social problems, which allows them to solve social problems in the municipalities by using a trans-regional approach, without taking risks on investments, failure, changes in market demand. The aim of the study is to create scenarios for the development of NGO activities, using the example of Association “Oranzais stars” (Orange Ray). Main research methods used: monographic method, strategic analysis and planning methods - PEST, SWOT, VRIO matrix, scenario method. The main result of the methods applied in the thesis is the development of a suitable and sustainable business model as the society moves towards the implementation of social entrepreneurship.

PurposeThe aim is to analyse a regional cultural tourism object in Latvia, focusing on the elements of smart tourism as an indication of opportunities provided by digital technologies and its practical application.Design/methodology/approachThe research employed data from the Central Statistical Office of the Republic of Latvia (hereinafter CSB), publicly available reports by ministries of the Republic of Latvia (hereinafter RoL), the Organization for Economic Cooperation and Development (hereinafter OECD) etc., as well as summarized scientific findings on the research problem. Data on the use of smart technology elements at the Rundale Palace Museum were obtained in two ways: from public reports on the museum in 2016–2021 and additionally an expert interview was conducted with the deputy director of the museum. The expert interview questions were semi-structured.FindingsThe characteristics of cultural tourism indicate the use of ICT in destination management, marketing, planning, process organization and changes in organizational culture. The recognizable elements of smart cultural tourism are the smart travel destination, smart experiences and smart business. 4.0 G technologies are required to ensure the functioning of the elements: artificial intelligence, big data analytics, the Internet of things, blockchain, cloud computing, virtual and augmented reality. Smart cultural tourism is a unified system involving several levels of national and municipal institutions, organizations, entrepreneurs and NGOs. The implementation of smart cultural tourism requires centralized funding to implement and manage digital connectivity between the stakeholders. In the Latvian and Baltic context, the Rundale Palace Museum has been established as a cultural tourism object – a Renaissance palace museum, which is the second most visited museum in Latvia. The Rundale Palace Museum digitizes the services it provides within its financial possibilities, e.g. cloud data for remote purchase of visitor tickets, self-registration of visitors in the single visitor system, augmented reality and mobile applications. The Internet of things is not used, while artificial intelligence is partially used by the museum. At the Rundale Palace Museum as a smart tourist destination, the research did not identify the following features: a technological platform, a smart destination strategy and use of big data. Further, public-private consumer cooperation is not in place. The Rundale Palace Museum was not identified as an element of smart business, as a single smart business ecosystem for cultural tourism has not been created in the entirety of Latvia as yet nor in the Zemgale region in particular. Communication between cooperation partners occurred via telephone.Originality/valueFew research studies on digital solutions for cultural tourism in Latvia and in the region of Zemgale, where the largest Renaissance pearl in Latvia and the Baltic States – the Rundale Palace Museum – is located, have been conducted; hence, this study contributes to addressing the research gap.

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PurposeThe study aims to identify the opinions of rural tourism service providers on synergy between rural and smart tourism in Latvia, Zemgale region.Design/methodology/approachThe research is of a qualitative nature and it profiles possibilities for and the necessity of synergy between rural and smart tourism. As part of the study, a survey was conducted to identify the opinions of 63 rural tourism service providers from the Zemgale region.FindingsThe study found that rural tourism service providers use digital tools mainly for payment, communication with customers as well as marketing activities, which revealed that the level of digitalization of rural tourism in Latvia is low. The survey data indicates the respondents' dual vision of synergy between rural and smart tourism, recognizing that IT progress was rapid and its influence was inevitable, while at the same time emphasizing an argument for maintaining the basic value and nature of rural tourism.Originality/valueThe paper is an original study of the opinions of rural tourism service providers on synergy between rural and smart tourism in Latvia and specifically, the Zemgale region.