Enhancing Rural Tourism Competitiveness in Latvia Through Digital Tools: Insights from Consumer Survey

This research explores the perceptions and expectations of consumers regarding the use of digital tools in rural tourism businesses in Latvia. A large-scale CATI population survey was conducted with 1004 respondents to gather insights into consumer priorities and the perceived technological readiness of rural tourism providers. Both closed-and open-ended questions were analyzed using quantitative and qualitative methods. The survey was conducted between February and April 2025. Results indicate that consumers highly value technological innovations such as online booking systems, digital payment options, virtual tours, and e-guides. Respondents emphasized the importance of digital accessibility, user-friendly information platforms, and environmental sustainability. However, key barriers identified include high implementation costs, limited financial resources, lack of state support, digital skill gaps, and resistance to change. Consumers also expressed a strong interest in supporting environmentally conscious businesses and expected rural enterprises to adapt to modern technological standards. Many believe that government assistance, clear digital platforms, and educational programs could significantly support rural businesses in adopting sustainable and digital practices. This research provides valuable consumer-driven insights that can inform both policy development and strategic planning for rural tourism businesses aiming to enhance competitiveness in a digital economy.