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

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.

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.

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.

The purpose of the study is to examine opportunities for gastronomic tourism development and smart solutions in the regions of Latvia.

The 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.

An 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.

The 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).

This 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.

The 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.

The 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.

The 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.

Few 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.

This study aims to provide a summary of the key outcomes and reflections related to the theme issue question, “Smart tourism: what developments and issues are important to the Baltic states?”

This study utilizes a descriptive approach to summarize the key outcomes of the theme issue. The theme issue focuses on the problems, trends and developments of smart tourism in the Baltic states, namely, Latvia, Lithuania and Estonia.

The papers in the theme issue explore the emerging concept of smart tourism and the challenges associated with its implementation at the destination level. They also provide updated data on the adoption of smart tourism and aim to engage academics and industry professionals to identify future developments.

This theme issue provides unique perspectives from a variety of stakeholders, including academics, practitioners, industry professionals and policymakers on the key issues, trends and developments shaping the emergence of smart tourism in the Baltic states.

Provides an overview of the article collection in this theme issue that explores the concept of “smart tourism” and in particular, developments and issues that are important for the Baltic States.

The article applies a thematic approach to exploring the factors affecting the development of smart tourism, as well as the challenges and opportunities facing the Baltic region. Overall, the collection reviews the literature, provides an analysis of data and a survey of experts, including tourism service providers. This combines with the practical solutions given in the articles.

The findings and conclusions of this theme issue focus on the factors affecting the development of smart tourism and smart villages, digitalization and innovation opportunities in the Baltic regions, and it provides an insight on the current situation in the smart tourism industry, the possibilities for using digital technologies, and the practical applications.

This theme issue explores the factors influencing and challenges facing smart tourism in the Baltic region, given that all the stakeholders actively want more sustainable and balanced tourism, as well as opportunities to develop innovative, technologically advanced solutions to the development of smart tourism.