This paper extends existing research on inclusive place marketing by advancing methodological reflections on how to rework research instruments toward greater inclusivity. Our methodological reflections intend to encourage the dialogue between place marketing theory and practice, as well as reflections on the role that academic researchers take on while co-creating territorial development and promotion projects with a variety of non-academic stakeholders. This is done in the form of a self-reflective account of the multi-disciplinary tourism research team engaged in “RECOLOR” (Reviving and EnhanCing artwOrks and Landscapes Of the adRiatic). This is an INTERREG project funded by the European Commission that aims to enhance the tourist potential of secondary urban and natural resources in Croatia and Italy, with a view to generating sustainable development. Academics and consultants can replicate the research methods suggested in this paper when conducting participatory audits in other destinations.

This paper explores the role of village tourism in promoting sustainable practices and enhancing destination branding, using the case study of Montegridolfo and Palazzo Viviani, a luxury hotel in Italy's Riviera Romagnola. Through ethnographic research, we investigate the motivations behind establishing a high-end hotel in a small,rich village far from mainstream tourist routes. The study examines how luxury tourism can foster sustainable development, support unique destination branding, and balance tourism growth with the preservation of cultural heritage and local identity. The case of Palazzo Viviani demonstrates the integration of eco-sustainable strategies within the luxury sector, highlighting the interplay between environmental responsibility, economic growth, and cultural revitalization. Our findings suggest that luxury tourism when properly managed, can provide ethical and economically sound development opportunities for rural destinations. The paper concludes by offering strategic insights for developing sustainable luxury tourism models in similar small village settings