Enhancing the Competitiveness of Tourism Through Cultural Heritage as a Tourism Product

Tourism in Europe and worldwide has become one of the strategic directions of economic development and employment. Tourism business has expanded also in Latvia. The present trends raise questions: does tourism as an economic industry has growth prospects under the increasing competition and what are the most essential preconditions for reaching these prospects? The information obtained in the present research indicates that rural women see possibilities for further development of tourism as a diversification business and attach importance to cultural heritage in a tourism product.