Digital technology and risk management in rural tourism : insights from Langhe, Roero and Monferrato

In an increasingly volatile and uncertain world, rural tourism faces mounting challenges stemming from environmental degradation, market fluctuations, and climate-related risks. These pressures have intensified in the aftermath of the COVID-19 pandemic, which exposed the vulnerability of rural destinations while simultaneously accelerating their digital transformation. This study investigates how rural tourism systems respond to such complexity through the dual lenses of risk management and digital innovation. Focusing on Italy's UNESCO-listed Langhe, Roero, and Monferrato areas, it explores how local tourism actors, ranging from small entrepreneurs to institutional stakeholders, adapt to global disruptions while safeguarding cultural identity and territorial authenticity. Drawing on qualitative evidence, the research identifies key categories of risks affecting rural tourism and examines how digital tools, such as data analytics, online marketing, and platform-based collaboration, are being used to

anticipate, mitigate, and manage them. The study offers both theoretical insights and practical guidance for policymakers and destination managers, contributing to the broader debate on resilience and sustainability in rural development. Ultimately, it highlights how digitalization, when strategically aligned with risk management, can enhance competitiveness, foster innovation, and ensure the long-term sustainability of rural destinations. [Publisher's text]