Literary tourism in rural areas and small towns: development and governance of destinations associated with children's literature

European rural areas face several significant challenges, including depopulation, ageing population, limited services and infrastructure, restricted economic opportunities, and geographic remoteness. Cultural heritage, particularly literary heritage, is often overlooked in rural development strategies. However, its protection and valorisation can play a pivotal role in rural regeneration, helping to counteract these negative trends. This research first undertakes a comprehensive exploration of how rurality is defined, analysing key European strategies and policies related to rural development, with a particular focus on how culture is framed within these contexts. Secondly, it investigates how literary heritage is preserved and promoted by international organizations, particularly the Council of Europe and the United Nations Educational, Scientific and Cultural Organization (UNESCO). Furthermore, it reviews the current state of research on literary tourism, with special emphasis on literary tourism associated with children's literature. In addition to academic sources, it also considers non-scientific publications to reflect broader societal interest in the topic. Thirdly, the research introduces an analytical framework to examine the development and governance of literary destinations in rural areas. Through four case studies, this thesis explores how literary heritage is managed and valorised at the local level, demonstrating that the effective utilisation of literary resources can contribute to the economic, social, and cultural development of certain rural areas and small towns. The thesis focuses specifically on children's literature, analysing the following case studies: (1) Sarmede (Italy), associated with the writer, painter, and illustrator Štěpán Zavřel, (2) Collodi (Pescia, Italy), linked to Carlo Lorenzini, better known by his pen name Carlo Collodi, author of Pinocchio, (3) Near Sawrey and the Lake District (United Kingdom), connected with Beatrix Potter, whose The Tale of Peter Rabbit is among her most famous works, and (4) Hartfield (United Kingdom), associated with Alan Alexander Milne, creator of Winnie-the-Pooh. Finally, through a comparative analysis of these case studies, this thesis identifies common challenges and opportunities, highlights best practices, and uncovers unique approaches across the different literary destinations. In conclusion, this thesis aims to provide practical recommendations for local stakeholders, offering a roadmap for leveraging literary heritage as a catalyst for rural regeneration. Through its comprehensive analysis and detailed case studies, this 6 research contributes to have a better understanding on how the enhancement of literary heritage can contribute to sustainable development of rural areas and small towns thereby promoting Europe's cultural heritage.