The preservation of cultural heritage has become an important component of government policies of the EU and, of course, Latvia. Along with the preservation of cultural heritage, the use of it is also important. The aim of the research is to choose the best scenario for the use of cultural heritage in developing rural tourism in Latvia. The paper focuses on the problem of use of cultural heritage in the rural tourism development. The paper defined three scenarios for the use of cultural heritage in developing rural tourism: the initiative of entrepreneurs, public organisations and residents; the programme funded by national and regional institutions; the EU fund for the preservation of cultural heritage. A decision on the choice of the most appropriate scenario was made based on an expert decision-making method – the Analytic Hierarchy Process (AHP). Out of the three scenarios seven experts: rural craftsmen, a municipality vice leader, a civil servant from the Latvia Ministry of Finance, representatives from rural tourism organisations and the Association of Rural Female organisations, chose the third scenario – the EU fund for the preservation of cultural heritage.

The paper presents theoretical and practical aspects of content marketing decision application for rural tourism development using a case of a farmstead ʻĮlankos sodybaʼ. The first part of the article deals with theoretical insights into content marketing ability to stimulate rural tourism development. Results of literature review reveal that there are connections between elements of the content marketing and rural tourism development, which means that the use of content marketing can be economically valuable for the wider range of the farmsteads. The second part of the paper focuses on the case analysis of the farmstead ‘Įlankos sodybaʼ. In order to explore how the application of content marketing decisions can impact rural tourism development, an experiment of content marketing usage in search advertisement of selected farmstead was carried out. Separate content marketing elements were involved in search advertisement and changes of advertisement effect upon the customers were measured. The given results show that content marketing elements can improve the chosen advertisement effect upon the customers. This leads to presumption that the wider use of content marketing can improve not only the effect of separate marketing tool, but also can contribute to the development of rural tourism. The paper concludes with findings and discussion; limitations and future research possibilities are given as well.

Consumer decision making is one of the most relevant topics in marketing. Therefore, organizations endeavour to create products in a way that correspond to their customers’ needs and preferences. The emerging worldwide interest in healthy lifestyle and organic products could become the key success factor for food producing organizations. The article aims to determine the product attributes affecting consumer’s choice of a milk product in Lithuania. The method of Conjoint analysis was chosen for the research. The research was provided as a repetition of the same research, done in 2009. According to the principles of the Conjoint analysis, six attributes of milk were named: ‘Country of origin’, ‘Naturalness’, ‘Package size’, ‘Package type’, ‘Richness’, and ‘Price’. Each of the attributes was divided into several levels. While analyzing the structure of milk market in 2014, four market segments were distinguished: ‘Irrationally price concerned’, ‘Rationally price concerned’, ‘Ethnocentric ecologists’, and ‘Richness concerned’. Such segments like ‘Ethnocentric’, ‘Price-and-Richness concerned’ or ‘Ethnocentric price-concerned’ have disappeared from the market during the five-year period. According to research results, following suggestions were made for the companies dealing with the milk market in Lithuania: first of all, a company has to make a decision about the segment to work with; afterwards, based on the results of conjoint analysis (conditional utilities of attributes levels), optimal propositions for every particular segment have to be composed.

Self-government as representing the interests of the local population, social and political life organizing structure, occupies an important place in the political system of most of the countries. It is perceived as the lowest level of territorial division but as the closest one to civil society. Local self-government, in order to adapt to the changes, should focus on the investigation of the specific community issues, opportunities and needs of the development of the area. Currently, more and more relevant for district development stakeholders are becoming local authorities. The relevance of the topic is signified by the fact that the ever-changing environment provides people with new opportunities, but also causes a lot of problems. European district development policy provides new features for countryside areas, such as economic, social, environmental and territorial ones. The changes radically change the concept of local development and activities: from a centralized model of transition to exogenous and endogenous decentralized model, the latter based on local initiatives and resources, and innovations. The research objective is to single out theoretical possibilities for the application of the institutional dependency model in order to ensure the harmonious governance of Lithuanian local authorities. An assumption is made that this is a new opportunity for improving the governance process of territorial self-government. The research is based on the scientific literature, document analysis and synthesis, systematization, case studies, comparative analysis and visualization methods.

In a landscape of increasing customer/firm interactions in digital space, content marketing, which aims to generate prospects and sales to foster customers’ brand engagement, brand awareness and trust, is on the rise. Notwithstanding, despite significant marketing specialist interest, scientific content marketing research is not widely developed. Therefore, it encourages the need for new studies in the content marketing field. This paper introduces theoretical and practical aspects of content marketing decisions for the creation of desired customer value in the tourism sector. The aim of the presented research is to determine which combinations of content marketing decisions could create the desired value for the customer in the tourism sector. Understanding the content marketing decisions that create the desired value for customers could lead to a proper implementation of content marketing in the tourism sector. The presented results of q-sort study indicate twelve different combinations of content marketing decisions which could be used by tourism organizations in order to create desired value for their customer. Thus, it means that increasement of desired customer value can be made in the light of content marketing usage. The paper ends with insights, conclusions, limitations and future research possibilities.

Professional self-determination is an important issue for anyone in the course of a lifetime. The dynamic nature of modern social and economic circumstances makes the issue even more topical. It determines the necessity to improve the career development support system currently existing in the field of education, where various specialists, by purposeful and systematic cooperation, help students in setting their career goals, understating the changeable working environment, seeing various alternatives and making deliberate career decisions. The career support is important as it helps learners choose a suitable professional sphere, profession and educational institution for continuation of their self-improvement upon acquiring of general secondary education. The aim of the research is to provide a scientific basis for topicality of career guidance implementation in school educational environment in order to promote the students’ professional self-determination. In Latvia, a number of career development guidance systems, including counselling and student career support methods and forms are being created and approbated in the educational environment, focusing on the career support curriculum and principles, which would ensure a purposeful implementation of students’ professional self-determination at schools.

This article presents theoretical and practical aspects of content marketing decisions for the customer value creation in social networks by using the case of the organic farm ʻIlzenberg manor’. Focus of this paper is to determine which content marketing decisions create the biggest value for the customer in social networks. The first part of the paper deals with theoretical insights into the content marketing decisions and their ability to create the customer value in social networks. Findings of theoretical analysis disclose that there are interfaces between content marketing, separate content marketing decisions and the customer value in the context of social networks. Respectively, it leads to an assumption that the usage of content marketing decisions can be valuable for the customer value creation in social networks. The second part of the paper focuses on the case analysis of the organic farm ‘Ilzenberg manor’. In order to determine which content marketing decisions create value for the customer in social networks, authors examine a correlation between separate content marketing decisions and consumer value indicators by using data from ʻIlzenberg manor’ Facebook page. The obtained results expose that not all content marketing decisions create value for the customer in social networks. Hence, it means that a selection of separate content marketing decisions in social networks can be made through the customer value perspective. The article ends with insights, conclusions, limitations and future research possibilities.

In the realm of innovative product development, a multidisciplinary and scientifically grounded approach plays a pivotal role in shaping the creation of novel solutions. As society faces complex problems and rapidly evolving needs, understanding the scientific methodologies and theories underpinning innovative product development is crucial. Research aim is to comprehensively analyse and synthesize the diverse theoretical foundations from various scientific disciplines that influence the process of innovative product development. Research methods include literature review, content analysis, and expert interviews were employed to identify and categorize relevant theoretical frameworks from various disciplines. The studyʼs key findings emphasize the importance of a multidisciplinary approach in innovative product development. The study highlights the roles of creativity, economics, and psychology in product development, stressing the need to weave diverse scientific theories into a systematic approach for user-centric solutions. The study highlights the integrative nature of innovation by elucidating the diverse theoretical foundations underpinning product development, enhancing understanding of how various scientific theories converge to drive innovation systematically. The findings underscore the importance of a multidisciplinary approach in guiding real-world product development, offering practical insights for innovators, educators, and professionals seeking to optimize the innovation process and create user-centric solutions.

The society has changed its habits, and public demand requires a more extensive offer of environmentally friendly goods and services on the market, including more products of plant origin. New plant-based products continuously appear on the market. As competition in the segment of plant-based beverages intensifies, brands are forced into differentiating their products by including elements of sustainable marketing in their marketing materials to induce consumers into making purchase decisions and purchases. This study aims to find out which sustainable marketing elements contribute to consumer decisions to purchase and consume plant-based beverages. The article presents the results and trends based on the 1st stage of the study – a pilot survey and structured in-depth expert interviews. The pilot survey identified the key sustainable marketing elements in consumer decisions to purchase plant-based beverages: product availability at food supermarkets; advertising at point of sale indicating price discounts; healthy product composition and raw materials; convenient in-store placement, price discounts and natural raw materials, etc. Based on the results of the pilot survey, there were changes made in the consumer questionnaire, and the 2nd stage of the study – a survey of the Latvian population to find out the complex factors affecting consumer buying decisions – was launched in February 2024.