ABSTRACT
Rural areas are often disadvantaged by their peripheral position, depopulation and the scarcity of primary services, but they also have specific characteristics, especially in terms of cultural capital, that can make them attractive as tourism destinations. Sustainable tourism paths can be developed through collaboration between various actors with complementary skills and areas of expertise, especially local cooperatives and associations. In this context, universities can have a crucial role in creating knowledge networks and enhancing “rural buzz” that is the flow of information and knowledge among the individuals, organizations, and businesses in a rural area through face-to-face interaction. This study focuses on an Italian case study from the Marche Region: the collaboration between the University of Macerata (UNIMC) and a local association, Agritur-Aso, has been chosen as an example of a network for the co-valorization of regional cultural capital.
