Bridging tradition and innovation: social capital as a catalyst for sustainable cultural governance and tourism in rural Italy

Purpose. This study examines how GAL Meridaunia, a Local Action Group operating in the Monti Dauni region of Apulia, uses Social Capital Theory to support cultural heritage preservation and sustainable tourism. The research emphasizes the role of bonding, bridging, and linking social capital in network governance in a rural context. Methodological approach. A qualitative case study approach is adopted, relying solely on desk-based research using publicly available online sources. This method provides insights into GAL Meridaunia’s governance strategies and initiatives, without fieldwork or primary data collection. Findings. The findings reveal that GAL Meridaunia effectively enhances bonding social capital by reinforcing local identity and traditions, while promoting bridging social capital through stakeholder collaboration and thematic tourism campaigns. Linking social capital is evidenced by the organizations success in securing external resources and policy support, such as EU grants and regional development programs. Managerial implications. The study underscores the importance of a trust-based, transparent, and participatory approach to territorial governance. Managers in cultural and tourism organizations can draw on these insights to design strategies that integrate community engagement and sustainable practices while preserving cultural authenticity. Originality of the study. By focusing on the intersection of social capital and rural governance, this study contributes novel insights into the management of cultural and tourism sectors. It highlights the potential of social capital as a foundation for inclusive, community-driven growth in resource-constrained settings, and offers valuable lessons for cultural managers and policymakers.