This study examines the challenges of metaverse-driven community innovation in the context of rural tourism. Through an in-depth case study, we analyse the social capital dynamics within an Italian winery consortium that ventured into the metaverse through a project called Enoverse to promote local wine and rural territory. The results show that the complexity and novelty inherent in the implementation of a presence in the metaverse to provide a consistent and authentic territorial and product experience requires and fosters stakeholder cohesion and participation. This promotes tourism by enhancing stakeholder engagement, inclusion, and satisfaction. Drawing on social capital theory, the establishment of network mechanisms and actor connectivity facilitates innovative promotion of rural destinations. This study contributes to the growing body of literature on the role of virtual environments in promoting tourism, specifically in the wine industry.

中文翻译：

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利用社会资本在元宇宙中推广目的地：Enoverse 案例


本研究探讨了在乡村旅游背景下元宇宙驱动的社区创新所面临的挑战。通过深入的案例研究，我们分析了一个意大利酿酒厂财团内部的社会资本动态，该财团通过一个名为 Enoverse 的项目涉足元宇宙，以推广当地葡萄酒和农村地区。结果表明，在元宇宙中实施存在以提供一致和真实的领土和产品体验所固有的复杂性和新颖性需要并促进利益相关者的凝聚力和参与。这通过提高利益相关者的参与度、包容性和满意度来促进旅游业。借鉴社会资本理论，网络机制的建立和参与者的联系促进了农村目的地的创新推广。这项研究为越来越多的关于虚拟环境在促进旅游业中的作用的文献做出了贡献，特别是在葡萄酒行业。