Sustainable tourism and Albergo Diffuso. A customer experience assessment

The albergo diffuso (AD) is considered a valid solution to develop the tourist offer in a sustainable way, typically in areas (village, borgo) where the risk of depopulation is high. This is linked to the growing demand by customers for authentic experiences in places outside the traditional tourist circuits, where they can be in close contact with the territory (nature, traditions, food, etc.) and its residents. This paper addresses the issue of the customer experience and presents the results of a qualitative analysis of the tourist's experience of staying in an AD, considering the specific characteristics of this innovative accommodation facility. To this end, an analysis and interpretation of the customer reviews of 10 ADs located in Italy was conducted, which allowed us to focus on the aspects that particularly influenced, positively or negatively, their experience. These aspects were then appropriately classified into 6 categories, including one related to sustainability. In addition, some managerial implications of allowing customers to have memorable experiences in an AD are presented. This is also in order to influence the rate of development of such ADs and to produce value effects on the territories in which they are located