PROMOTION OF SUSTAINABLE TOURISM IN MARGINAL RURAL AREAS: A GIS DATABASE FOR THE PLANNING AND THE DEVELOPMENT OF EQUESTRIAN TOURISM (CASE OF STUDY IN TUSCANY - ITALY)

A form of rural tourism in expansion is horse tourism. Equitourism is a form of hiking that allows for an intimate and natural use of landscapes and local territories. Equestrian tourism today no longer represents a small elite market niche, as it has become a true form of pastime for an increasing number of users. Trail planning and management need to consider the changes that are already occurring, as well as those that are predicted to lie ahead. The key trends that are expected to have an impact on recreational horse trail planning and management are highlighted in this research. Many of these trends have been emerging over decades and have rapidly increased due to the impacts of the COVID-19 pandemic. In recent years, in many Italian regions, especially in Tuscany, thanks to the enhancement of the Tuscan equestrian routes, projects for the promotion of equestrian tourism have been developed. In this work the methodology applied was based on the identification of an appropriate database created in the GIS context and specifically coded for equestrian tourism. The aim is to guarantee the creation of an innovative and functional product to meet the needs of this sustainable tourism sector, providing information capable of facilitating the end user, who, through their GPS, georeferenced images and maps, will have the possibility of planning and traveling the horse trail in complete safety. The final result of this research (the first case study in Italy) is the creation of a modern and complete information database of a horse trail that can be managed using GIS.