This study investigates the dynamics of digital transformation in rural cultural tourism. It explores how rural territories can engage with digital innovation through context-specific strategies that enhance cultural heritage, territorial identity, and stakeholder collaboration.
The research adopts a qualitative methodology based on a SWOT analysis, drawing from semi structured interviews, participatory workshops, field observations, and desk research. This approach allows for a critical assessment of internal and external factors influencing digital transformation processes in rural tourism areas.
The analysis highlights a series of structural challenges, including limited digital infrastructure and skills gaps, but also identifies unique opportunities tied to community cohesion, authentic local narratives, and the potential for slow, sustainable tourism models. The findings emphasize the importance of bottom-up approaches and multi-actor engagement in shaping digital strategies that are both place-sensitive and innovation-oriented.
The paper contributes both to literature and to managerial and policy practices by offering a grounded perspective on rural digital transformation, moving beyond generalized frameworks to focus on localized innovation pathways. It positions cultural heritage not as a constraint but as a resource for co-creating digital solutions tailored to rural tourism contexts.