Rural destinations and the technology-based induced tourism: A little community organizational case

Abstract

In light of persistent challenges such as climate change, food safety controversies, environmental degradation and occupational pressures linked to urban lifestyles, the tourism sector is experiencing a significant transformation, transcending traditional paradigms. Whereas exotic locales were the predominant preference for travelers in previous decades, there is now an increasing inclination towards remote and rural regions, which are progressively becoming more accessible and appealing. To leverage this trend, local authorities and event coordinators are formulating strategic initiatives aimed at enhancing the attractiveness of lesser-known destinations. This study, based on a previous one, produces insights in a longitudinal perspective, centering on the evaluation of semi-structured interviews and focus group, employing SWOT and perception analyses, to examine the effects of the event "Dream of a Night… to That Town", especially considering the evolutionary value of technology. The double cycle of investigation shows a longitudinal view on the whole time range of the festival series organization. The research advocates for a horizontal approach, presenting a replicable best practice for the rural tourism domain. This model is in accordance with state decentralization policies, highlighting community-driven engagement as a pivotal element for enhancing competitiveness. By questioning contemporary tourism trends and preferences for mass tourism, this investigation promotes a reevaluation of attractiveness criteria, emphasizing remote areas that offer unforgettable and immersive tourism experiences, depicting identity and authenticity. Traditions, myths and legends, in addition to the cultural heritage would create a perfect humus for a perspective landscape toward the future of alternative tourism also boosted by the possibilities created thanks to the technology advancement. Basilicata region, thanks to its traditions and rural-anchored life-style would strengthen and push best practices solution following bottom up and horizontal co-creative strategies for implementing and developing high impact sectors, still underestimated.