MODERNIZATION OF THE DEMAND AND SUPPLY SIDES FOR GASTRONOMIC CULTURAL HERITAGE

Gastronomic cultural heritage is part of cultural heritage. Under globalisation, individuals become increasingly interested not only in cultural heritage as a whole but also in its components, e.g. gastronomic heritage. Nowadays individuals are interested in such things as traditional foods, the techniques of preparing the foods and the traditions of consuming them. Individuals wish to see gastronomic traditions not only on a national scale but also a regional and even a local scale. Previous research studies conducted in Latvia focused on the progress of cultural heritage products as value and the introduction of such products by businesses in the rural areas of Latvia. Scientific cooperation opened up opportunities to study the phenomenon of a wider geographical space covering four countries-Poland, Lithuania, Romania and Latvia. The aim of this research stage: to identify an impact of information on the demand-supply balance of gastronomic heritage as a product in the market. The method of the research: a sociological survey (n = 1000 from Poland, Lithuania, Romania and Latvia; 285 men and 715 women) that was carried out during 2016. Despite the fact that the sample groups were not representative (did not reflect the views of the entire population), the obtained data and results of this analysis provided insight into the cultural issues under today's circumstances through the population's views. The results of the study strengthen the need for the modernization of the information system in order to promote rural viability.