This study explores the role of models and tools in supporting innovation processes and digital transformation within cultural tourism ecosystems. It emphasizes the need for a shift for cultural tourism organizations towards digital innovation and innovation processes and highlights the importance of collaborative networks that actively engage stakeholders in the co-creation of smart tourism solutions. The research identifies participatory methodologies, particularly participatory events, as strategic levers to foster innovation and digital awareness in the sector.
A qualitative research design was adopted, combining desk-based analysis of existing literature with a multiple case study methodology. A series of thematic focus groups held in the Basilicata region provided empirical insights into how participatory formats can support digital transformation and innovation in cultural tourism.
The findings reveal key challenges and opportunities for fostering digital transformation and innovation in cultural tourism. The study outlines emerging models, tools, and participatory formats that enhance stakeholder engagement and co-design processes, while also identifying structural barriers and enablers critical to success.
The paper contributes to the literature by systematizing participatory practices as catalysts for digital transformation and innovation in cultural tourism. It offers practical guidelines and raises new questions for future research on innovation dynamics in rural tourism ecosystems.