Leveraging social capital for destination promotion in the metaverse: The Enoverse case
通过意大利酒庄联盟的Enoverse项目案例，研究元宇宙中社会资本如何促进乡村旅游目的地推广，发现元宇宙的复杂性需要并促进利益相关者凝聚与参与，从而提升旅游推广效果。
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.