Rural communities often struggle to adapt to societal and economic changes, but their cultural heritage can play a pivotal role in tourism development and establishing expectations for future development. Drawing upon community-based tourism theory, this study offers a fresh perspective on the untapped value in rural areas by considering the unique cultural identity and culinary heritage of Basilicata, Italy. It investigates the facilitators and inhibitors of social and economic progress as perceived by tourism vendors and tourists, examines how tourism contributes to the development of the rural web, and explores the uncaptured value between entrepreneurial activities in culinary tourism and political, governmental, and administrative measures. Aligning with the heritage areas movement, this study draws attention to the importance of preserving landscapes, local identities, and common goods. The results clarify the impact of tourism's localness on rural regions, particularly through tourism activities and local sourcing practices, and aim to inform strategies for employing tourism to develop rural areas.