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

Rural tourism in UNESCO-listed regions can enhance competitiveness and sustainability through strategic digitalization aligned with risk management. A study on Italy's Langhe, Roero, and Monferrato vineyard landscapes reveals how local actors leverage digital tools—such as data analytics, online marketing, and platform-based collaboration—to mitigate environmental, market, and climate-related risks while preserving cultural identity. The research identifies key risk categories and demonstrates that digital innovation, when integrated with resilience strategies, fosters long-term adaptability in rural destinations. This approach offers practical insights for policymakers and destination managers to navigate post-pandemic challenges and ensure sustainable development.

Crocco, E., Giacosa, E., & Culasso, F. (2026). Digital technology and risk management in rural tourism: Insights from Langhe, Roero and Monferrato. Management Control, (1), 143–166. https://doi.org/10.3280/maco2026-001007