Proceedings: 3rd International Conference on Food and Agricultural Economics: BREAD-BAKING TRADITIONS INCORPORATED IN A RURAL TOURISM PRODUCT IN LATVIA

Nowadays, enjoying national dishes is considered an essential component of any kind of tourism, as it gives experiences specific to the nation. In tourism, dishes are important to any target audience. There are many nationalities in the world, and they differ from one another in their specific culture and national cuisine. Since ancient times, rye bread has been the main food for Latvians. Today too, rye bread is one of the symbols of Latvian identity and a treat for everyone wishing to get introduced to Latvian culture. Cultural heritage and cultural values are, to some extent, stagnant if not revived and cultivated. Cultural and historical heritage could be learnt through upbringing and education as well as its incorporation in a tourism product. Rye bread, the traditions of baking it, organic and natural foods and the setting – a rural farmstead, a festivity and a bakery where to taste the foods and participate in preparing the foods – could be referred to as the most significant resources with potential for development. Gastronomic tourism is promoted in rural areas, and small enterprises and local governments, considering the economic development of their administrative territories, are particularly interested in the growth of it. The research employed content analysis to analyse the incorporation of bread-baking traditions in rural tourism products in Latvia. An analysis of information available on the websites of municipalities and tourism associations give insight into the awareness and the ways of popularisation of gastronomic tourism. The research aim is to examine the ways how bread-baking traditions are incorporated in rural tourism products in Latvia. Bread baking traditions-related tourism services are created by entrepreneurs, while local governments and the national government and the non-governmental sector are involved in popularising the offers in the Internet environment. Activities of the private and public sectors aimed at popularising gastronomic tourism involve cooperation, as many websites are interlinked.