Residents’ perceptions of “sustainable hospitality” in rural destinations: Insights from Irpinia, Southern Italy

This study investigates whether and how sustainable forms of hospitality could affect the local community by generating socioeconomic benefits in rural and distressed areas. Focusing on the 'Albergo Diffuso', a unique form of sustainable accommodation that transforms rural villages into tourist destinations, this research analyzes its impact through semi-structured interviews in two communities in Irpinia, Southern Italy. Findings show that the Albergo Diffuso could be a territorial development tool; however, several factors contributed to its failure, resulting in a lack of social impact on the local community. Specifically, findings suggest that this sustainable hospitality model could positively influence destination promotion, community participation, place attachment, and even the future orientation of residents. Nonetheless, each of these outcomes faces specific barriers that hinder their achievement. This study offers valuable implications for practitioners and policymakers, emphasizing the need to foster relationships built on listening to and engaging local stakeholders, especially residents. Lastly, the study offers valuable insights for practitioners and policymakers in developing tourism in rural destinations.