Innovation through tradition in hospitality. The Italian case of Albergo Diffuso

The role of tradition in developing innovations in the hospitality industry is examined within the context of a new and emerging form of accommodation called Albergo Diffuso. We describe and discuss the different impacts of tangible and intangible sources of tradition on the development and unique positioning of this emerging form of accommodation. The data used are based on a qualitative analysis of 100 Albergo Diffuso websites and in-depth interviews with eleven owner/operators. The findings indicate that identifying and combining tangible and intangible attributes of tradition from various time periods may improve the value of an innovation, especially when it is perceived to enhance the authenticity of the experience for guests. Tradition-based strategies are shown to have multiple possible paths leading to innovation and development-a result that is relevant both for scholars and practitioners.