The literature emphasizes the importance of tourism linked to agriculture and nature in mature economies. The models that are highlighted consider the application of the logic of environmental sustainability, without tying it, at the same time, to the economic and social ones. At the same time, the managerial disciplines are led to rethink old business models, towards a greater importance of relationships between stakeholders. Therefore, the most recent research shows that a “circular” cooperation among players in the same system increases mutual well-being and shared value creation. The case of Podere ai Valloni, producer of Nebbiolo wines on a land of volcanic origin in Piedmont, demonstrates how the innovation of managerial processes, both agricultural and tourist activities, starts from tradition to redesign an offer able to enhance the power of the ecosystem resources. This model is also able to bring the actors of the territory to greater economic, social and environmental well-being.

BETWEEN HERITAGE AND INNOVATION: HOW TO CREATE AN EFFECTIVE BUSINESS MODEL THE PODERE AI VALLONI CASE

Candelo E.;Casalegno C.;
2020

Abstract

The literature emphasizes the importance of tourism linked to agriculture and nature in mature economies. The models that are highlighted consider the application of the logic of environmental sustainability, without tying it, at the same time, to the economic and social ones. At the same time, the managerial disciplines are led to rethink old business models, towards a greater importance of relationships between stakeholders. Therefore, the most recent research shows that a “circular” cooperation among players in the same system increases mutual well-being and shared value creation. The case of Podere ai Valloni, producer of Nebbiolo wines on a land of volcanic origin in Piedmont, demonstrates how the innovation of managerial processes, both agricultural and tourist activities, starts from tradition to redesign an offer able to enhance the power of the ecosystem resources. This model is also able to bring the actors of the territory to greater economic, social and environmental well-being.
XVII Convegno Annuale della Società Italiana Marketing - Il Marketing per una Società MiglioreIl Marketing per una Società Migliore
Liuc Università Cattaneo di Castellanza
20-30 ottobre 2020
Il Marketing per una Società Migliore
SIMktg Socità Italiana marketing
1
8
978-88-943918-4-8
Eco-tourism, rural tourism, experience economy, sustainable innovation, value co creation, wine market
Candelo E., Casalegno C., Sertorio A.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/2318/1768924
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