Integrating territory regeneration, culture and sustainable tourism. The Italian Albergo Diffuso model of hospitality

The albergo diffuso (AD) model of hospitality was launched in Italy in the 1980s and has spread since then to in- clude other countries. Until now, the literature has mostly dealt with case studies, through which it has defined the characteristics of the model and examined the conditions for its creation, the services offered and aspects of sustainability. Our exploratory study, conducted by means of a survey, offers an overall analysis of the phenom- enon, with particular focus on how ADs are organised and managed. The results show that an AD is, to all effects, a company based on private initiative - and one that requires considerable investment for structural renovation. Our analysis also confirms the centrality of sustainability and of stakeholder relations, although some areas for improvement were found here. Lastly, Italian ADs are small and medium-sized structures that pay careful atten- tion to marketing policy and communications, with particular use of digital technology.