Self-Commodification and Spatial Friction: An Ethnographic Analysis of Rural Overtourism in Northwestern Italy

This study examines the socio-spatial dynamics of rural overtourism and landscape commodification in a peripheral municipality in Northwestern Italy. Employing a qualitative, longitudinal ethnographic design, data were collected between May 2020 and October 2021 in San Giovanni (Piedmont). The methodology combined extensive participant observation in public, commercial, and agricultural spaces with ethnographic interviews with six stakeholder groups: local promoters, municipal administrators, professional farmers, long-term residents, shopkeepers, and visiting tourists. Qualitative data were processed using inductive thematic analysis. The results indicate that visitor surges were initiated endogenously by local promoters through the installation of an open-access, gamified “Big Bench” attraction designed to counter long-term demographic and economic contraction. The influx of day-trippers generated localized spatial intrusion, traffic congestion, and physical disruptions to agricultural operations during peak harvest periods, as well as to residents’ daily activities. Rather than driving generalized economic revitalization, the intervention produced host–visitor friction and intra-community polarization between local promoters seeking external visibility and residents experiencing spatial disruptions and loss of privacy. The study demonstrates that overtourism can develop endogenously through promoter-led self-commodification and provides a three-tiered governance framework encompassing policy, destination management, and community-level strategies for fragile rural territories.