Building on a previously developed Digital Maturity Model (DMM) tailored for cultural tourism, this paper explores the application of the model in rural tourism contexts. While digital transformation (DT) is widely recognized as a strategic imperative, rural areas often face unique barriers—including limited infrastructure, digital skill gaps, and organizational inertia—that hinder their digital evolution. This study aims to assess the digital maturity of rural tourism operators in selected pilot areas in the Basilicata region, offering insights to guide targeted DT strategies.
The research adopts an empirical approach by applying the seven-dimensional DMM—comprising Strategy, Organization, Culture, Employee, Tourists, Technology, and Operations—to a sample of rural tourism and cultural operators. Data were collected through surveys and interviews conducted within pilot areas engaged in the Tech4You PNRR initiative.
The assessment reveals heterogeneous levels of digital maturity across rural operators. While strengths emerged in cultural orientation and visitor engagement, significant gaps were observed in areas such as strategic planning, technological infrastructure, and operational data use. These findings suggest a need for differentiated support policies and context-sensitive digital transformation roadmaps.
This paper extends the applicability of the DMM to rural tourism ecosystems, demonstrating its relevance beyond urban or institutionalized cultural tourism settings. It contributes empirical evidence to the literature on digital transformation in marginal areas, helping bridge the gap between maturity models and real-world application.
The study provides a diagnostic tool for local authorities, innovation agencies, and tourism stakeholders to map digital readiness, prioritize interventions, and co-design tailored DT strategies in rural contexts. It also opens pathways for replicability in other regions with similar territorial challenges.