The Potential of Culinary Heritage in the Development of Tourism in Rural Areas: The Example of Thematic Villages
Purpose: The aim of this study is to assess the potential of culinary heritage for rural tourism development, using selected thematic villages in the Lubelskie Voivodeship as a case study. Design/Methodology/Approach: The research was conducted between 2022 and 2025 in five thematic villages in the Lubelskie Voivodeship, Poland. It included interviews with village leaders and local entrepreneurs, on-site observations, and a survey of 180 tourists and visitors. Discriminant function analysis was used to identify age-related differences in culinary tourism motivations. Findings: The use of culinary heritage varied considerably among the analysed villages. The most diversified culinary offer was found in the Chamomile Village in Hołowno, which also recorded the highest tourist traffic (approximately 40,000 visitors annually). Respondents under 35 were particularly interested in culinary workshops and leisure activities, those aged 35–50 in trying new flavours, and those over 50 in healthy and organic food. Practical Implications: Combining traditional food products with interactive culinary experiences and adapting the offer to different age groups may strengthen the tourism potential of thematic villages. Originality/Value: The study integrates supply- and demand-side perspectives on culinary tourism, supporting the development of targeted rural tourism products.