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In tourism, value co-creation is a joint process between hosts and guests, grounded in and enhanced by the principle that “when value is co-created, it should also be shared”. Some actors function as strategic bridges in marginal areas to develop new methods for producing social innovations. In this chapter, after establishing a conceptual model for stakeholders and travellers’ engagement in sustainable co-creation, we explore these themes in a rural area of Southern Italy through in-depth interviews and content analysis. We examined the processes involved in designing and developing the SponzFest in Calitri, a musical and anthropological event organised since 2013 with the collaboration of a renowned musician from Calitri. This event, aimed at reviving ancient traditions and nurturing a deep sense of community in 2023, allowed approximately 35,000 visitors to engage in experiences linked to local life.

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The Role of the Host–Guest Relationship in a Sustainable Tourism Model in Marginalised Areas: The Case Study of Calitri, Italy

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  • 发表日期：

    2025年

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  • Demetris Vrontis,
  • Gianpaolo Basile,
  • Mario Tani,
  • Maria Antonella Ferri

摘要

In tourism, value co-creation is a joint process between hosts and guests, grounded in and enhanced by the principle that “when value is co-created, it should also be shared”. Some actors function as strategic bridges in marginal areas to develop new methods for producing social innovations. In this chapter, after establishing a conceptual model for stakeholders and travellers’ engagement in sustainable co-creation, we explore these themes in a rural area of Southern Italy through in-depth interviews and content analysis. We examined the processes involved in designing and developing the SponzFest in Calitri, a musical and anthropological event organised since 2013 with the collaboration of a renowned musician from Calitri. This event, aimed at reviving ancient traditions and nurturing a deep sense of community in 2023, allowed approximately 35,000 visitors to engage in experiences linked to local life.