To read this content please select one of the options below:

Synergy between rural and smart tourism: is it possible and necessary?

Anita Auzina (Faculty of Economics and Social Development, Latvia University of Life Sciences and Technologies, Jelgava, Latvia)
Andra Zvirbule (Faculty of Economics and Social Development, Latvia University of Life Sciences and Technologies, Jelgava, Latvia)
Liga Jankova (Faculty of Economics and Social Development, Latvia University of Life Sciences and Technologies, Jelgava, Latvia)

Worldwide Hospitality and Tourism Themes

ISSN: 1755-4217

Article publication date: 29 June 2023

Issue publication date: 12 October 2023

214

Abstract

Purpose

The study aims to identify the opinions of rural tourism service providers on synergy between rural and smart tourism in Latvia, Zemgale region.

Design/methodology/approach

The 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.

Findings

The 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/value

The 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.

Keywords

Citation

Auzina, A., Zvirbule, A. and Jankova, L. (2023), "Synergy between rural and smart tourism: is it possible and necessary?", Worldwide Hospitality and Tourism Themes, Vol. 15 No. 5, pp. 561-569. https://doi.org/10.1108/WHATT-06-2023-0081

Publisher

:

Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

Related articles