Artificial Intelligence (AI) is emerging as a key enabler of sustainable tourism, particularly in fragile ecosystems such as the Alpine region. This paper explores how AI-driven solutions can optimize resource management, enhance visitor experiences, and support environmental conservation. By analyzing some case studies and innovative applications, it aims to highlight the potential of AI to balance tourism development with environmental sustainability in Alpine destinations.

Abstract Proposals for Intertwining Nature and Culture in Protected Areas: the Musica in Quota Festival In a context where nature and culture always appear separate, this contribution aims to overcome this dichotomy, proposing a musical festival as an example. Musica in Quota takes place among mountains and protected areas of the Verbano Cusio Ossola province, in the northwest of Piedmont. In the various events of the traveling exhibition, nature becomes the theatre of musical performances. The particular attention to the environmental, social, and economic needs of the local context makes it a virtuous case of programming able to promote the reappropriation of protected spaces through sustainable and participatory cultural practices that translate into active conservation.

Giardini e turismo, un binomio che riporta a una storia densa e articolata di relazioni ed esperienze che affondano le proprie radici in epoche lontane, secondo modalita di visita e fruizione che hanno sedimentato e definito i contorni del cosiddetto, e piu recente, garden tourism. Fenomeno noto e popolare in Europa, prodotto turistico consolidato in Inghilterra e Francia, trova ancora alcune resistenze in Italia in termini di proposte sistemiche e inte-grate a livello territoriale, rendendo i giardini delle "comparse", piuttosto che dei "prota-gonisti", nello scenario turistico delle destinazioni che cercano tempi e modi rinnovati per attrarre, depolarizzare, destagionalizzare i propri flussi.

This contribution is inspired by a current scenario regarding the city of Naples, Italy, where a strong popular uprising is underway against local institutions that are destroying the Camorra murals celebrating its “heroes” died in “war”. These events are very interesting to analyse the theme of the iconographic exploitation of urban space by the criminal part of society in order to amplify the identity symbols of a tribal structure such as the Camorra. While on the one hand the analysis aims to show the positive response of civil society and institutions in eradicating these celebratory icons of evil, on the other hand the research intends to emphasise the profound and worrying systemic modification of public space according to subjective and negative canons that, however, are also shared by some intellectuals and even an administrative court.

Giardini e turismo, un binomio che riporta a una storia densa e articolata di relazioni ed esperienze che affondano le proprie radici in epoche lontane, secondo modalità di visita e fruizione che hanno sedimentato e definito i contorni del cosiddetto, e più recente, garden tourism. Fenomeno noto e popolare in Europa, prodotto turistico consolidato in Inghilterra e Francia, trova ancora alcune resistenze in Italia in termini di proposte sistemiche e integrate a livello territoriale, rendendo i giardini delle “comparse”, piuttosto che dei “protagonisti”, nello scenario turistico delle destinazioni che cercano tempi e modi rinnovati per attrarre, depolarizzare, destagionalizzare i propri flussi. In questa cornice, il presente contributo si interroga sulla capacità attrattiva e motivazionale dei giardini, eleggendo il caso di studio del Cusio, in Piemonte, quale campo di indagine condotta mediante un sondaggio creato ad hoc. Ciò consente di individuare richieste e percezioni dal lato della domanda turistica e possibili indicazioni da quello dell’offerta, al fine di declinare e promuovere il garden tourism nel contesto del Lago d’Orta, oggetto di indagine. Ne discende che le proposte di turismo dei giardini debbano basarsi su dati e necessità reali, che ne misurino la sostenibilità, ed essere correlate alle aspettative dei visitatori e alle potenzialità delle “risorse verdi” locali, che ne valorizzino il patrimonio. Gardens and tourism, a combinational pairing that brings back to a dense and articulated history of relationships and experiences rooted in distant epochs, according to visiting and fruition modalities that have sedimented and defined the outlines of the so-called, and more recent, garden tourism. A well-known and popular phenomenon in Europe, a consolidated tourist product in England and France, it still finds some resistance in Italy in terms of systemic and integrated proposals at a territorial level, making gardens “extras” rather than “protagonists” in the tourist scenario of that destinations looking for renewed steps and ways to attract, depolarise and de-seasonalise their flows. In this framework, the paper aims at questioning the attractiveness and motivational capacity of gardens, choosing the case study of Cusio, in Piedmont region, as the field of geographical investigation developed through a survey created ad hoc. This makes it possible to identify requests and perceptions on the tourist demand side and possible suggestions on the supply side, in order to promote the garden tourism in the context of Lake Orta, subject of the survey. It follows that garden tourism proposals have here to be based on real data and needs, which measure their sustainability, and correlate with the expectations of visitors and the potential of local “green resources”, which enhance their heritage.

The traceability of what we eat is a lingering issue. Blockchain enables transparency across the value chain as it tracks a product's origin, location, and history. In this work we adopt a mix-method approach - experiment plus qualitative evidence - to understand why consumers consider the traceability offered by blockchain important and what are the barriers that suppliers face when considering blockchain adoption. Our findings show that, when the food is local, blockchain increases consumers' trust and, in turn, attitudes and behaviors toward the sharing experience. On the supply side, we find that, while operators see key benefits in blockchain adoption – including enhanced trust, they are still hesitant in using the technology because of a greater need for intra-organizational support and a concern in data sharing. By looking at both consumers and suppliers, we offer a complete picture on the integration of blockchain technology in the food supply chain.

Book Review of Contemporary Christian Travel, Pilgrimage, Practice and Place, by Amos S. Ron and Dallen J. Timothy.

Il contributo è dedicato al turismo backpacker, considerato parte del più ampio segmento del turismo giovanile. L'origine e l'evoluzione di questa forma di viaggio sono presentati e discussi attraverso l'analisi di parte della letteratura sul tema del turismo "zaino in spalla"; emergono elementi e approcci definitori, ad oggi mescolati a motivazioni ed esperienze mutate e mutevoli. La logica orientata al mercato viene, infatti, arricchita da prospettive di natura geografica, sociologica e antropologica, capaci di far emergere caratteristiche e dinamiche backpacking di grande interesse. La ricerca condotta si propone di offrire un contributo al dibattito scientifico su questo filone di indagine, presentando dati e risultati di un caso studio italiano basato sulla domanda turistica backpacker di un campione di studenti universitari.

Within a context of a continuous and unpredictable crisis, operators need to adapt their strategies to maximize revenues. This article explores, through a mixed-method approach, how hoteliers re-arranged their supply management strategies during the crisis. Structured interviews show that the adoption of disruptive and dynamic strategies and the collaboration with different stakeholders are key factors for resilience. To investigate the collaboration trait, we conducted a field experiment with 134 hoteliers. Our results reveal that, with the presence of a significant quota of data disclosure, hoteliers will share their data as they feel a perceived benefit, which activates their contextual reciprocity. These findings support the implementation of successful collaboration strategies for revenue maximization.

In the complex frame of current changes and challenges, the paper aims at presenting the strategies and actions that the University of Piemonte Orientale is addressing to improve its training offer on the sustainability and environmental themes. Interdisciplinarity, territorial involvement, experiential learning are considered key factors to allow the shifting processes and projects towards sustainability on various levels, from civil society to the industrial context, from high schools to the non-profit and third sector.

Accessibility and sustainability have become two of the most contemporary issues in the tourism industry (Buhalis and Darcy, 2011; Edgell, 2019).The World Health Organization (WHO,2011) estimates that worldwide 1 billion people experience some form of disability, representing about 15% of the world’s population. Adding spouses, children and caregivers of persons with disabilities, more than 2 billion people, representing almost a third of the world’s population, are directly affected by disability(ibidem). This estimate is expected to increase due to population ageing, the spread of chronic diseases, and greater ease in identifying and measuring disabilities (ibidem).

The COVID-19 pandemic is an unprecedented global crisis. Many countries have implemented restrictions on population movement, instituting full or partial lockdowns in Spring 2020 as nowadays. The Coronavirus emergency has imposed the need to introduce restrictions that have also had a great impact on tourism. The interventions of the European Commission and the containment policies of the population adopted by different member States, as well as by those outside Europe, have resulted in the closure and crisis of the tourism sector in most of the destinations. What it can be observed it’s a sort of “low tide” of the tourist flows all around the world. Moving from these considerations, the paper aims at contributes to the debate on the binomial COVID-19 and tourism. After an introductory frame of the pandemic ongoing phenomenon, the paper focuses on the dynamics relating to the crucial sectors of air and cruise tourism, moving then to the analysis of the coastal and inland areas’ situation. The proposed analysis is developed through the consideration of three elements characterizing the current scenario: the relevance of the pandemic shock wave; the adaptability of companies and operators’ behaviour to changes and challenges; the unexpected and countertrend situation of arising positive externalities in some areas, such as the internal ones.

In the last few decades, the tourism sector in Europe is facing growing demands from travellers who want better access in hotels, at holiday destinations and tourist attractions. The number of European travellers in the 55+ age group is increasing and, together with disabled people and their families, these customers are looking for travel options where basic accessibility features are standard. The so-called accessible tourism for all is not about providing separated services for separated targets or niche tourist markets. It aims at full integration or rather inclusion of people with special needs (age, size, disability) in the tourism sector. Its long-term goal is the creation of a tourist environment in which all tourists can participate actively. Viewed from the perspective of accessible tourism for all, tourism policy in the European Union can be said to unite accessibility targets that are part of the otherwise trade-related aspects of tourism policy and a disability policy that, based on the United Nations’ Standard Rules, support goals and specific measures at various levels that are designed to enhance accessibility in connection with tourism policy. Within this framework, the main purpose of this research is to investigate strategies and actions in which the European Commission is committed to increase accessibility in tourism. Using a qualitative methodology, the paper explores objectives and activities of some initiatives that are helping to make travel and tourism accessible for all. Therefore, it offers an overview on some projects and good practices taking place in European countries.

italianoPartecipo dunque sono, un rimando cartesiano che in molti contesti italiani sembra essere diventato l'elemento-chiave di numerose iniziative. Cosi e accaduto per Comuniterrae, progetto avviato nel 2017 da dieci piccoli Comuni del Parco Nazionale Valgrande in Piemonte, adottato come caso di studio dal contributo per indagare il ruolo che le comunita assumono nella proposta e presa in carico delle iniziative di recupero e messa in valore delle risorse locali. Due Valli, dieci comunita, una fitta rete di nuclei abitati compongono le cosiddette Terre di Mezzo. 250 abitanti hanno contribuito a definirne l'identita, mediante un percorso partecipato che ha portato alla realizzazione delle mappe di comunita, da cui il progetto Comuniterrae e partito: le azioni che ne fanno parte mirano a definire sempre meglio questo nuovo paesaggio culturale che, al di la dei confini comunali, raccoglie e indirizza le energie delle comunita verso dinamiche condivise di sviluppo locale e turismo sostenibile. Processi in fieri, testimoni di una fattiva volonta di narrare il quotidiano di ieri e di oggi su cui intessere quello di domani in modo collaborativo e partecipato. EnglishLost geographies, rediscovered stories: participation and local development in the Terre di mezzo (Middle Lands) - participate, therefore I am, a Cartesian reference that in many Italian contexts seems to have become the key element of numerous initiatives. So it happened for Comuniterrae, a project launched in 2017 by ten small Municipalities of the Valgrande National Park in Piedmont, adopted as a case study to investigate, in a geographical perspective, the role of local communities. A collaborative planning allowed 250 inhabitants of the so-called Terre di Mezzo (Middle Lands) to define their identity and to create the community maps. The actions of the Comuniterrae project aim to define this new cultural landscape that collects and focus the energies of the communities towards shared dynamics of local development and sustainable tourism.

This chapter focuses on the main concepts and models of destination governance. Then, it explores the role of destination governance in the management of religious tourism destinations.

Cultural events have become a significant component within the strategies of destination branding of a place. Territories are increasingly using events and cultural festivals to enhance their image and boost tourism development. Many destinations worldwide have built events portfolios as a strategic initiative to attract visitors and to develop their own brand. A destination brand represents a dynamic interaction between the destination’s core assets and the way in which potential visitors perceive them. Thus, the visitor perspective is considered as fundamental in triggering processes of destination branding. This paper investigates how the visitors assess the impact of cultural events and festivals in enhancing the image of a tourist destination. The Stresa Festival (Stresa, Lake Maggiore, Italy) has been selected as a case study. Stresa Festival is undoubtedly one of the best-known European classical music festivals that every year offers performances by internationally famous artists to its audiences. Structured questionnaires have been used as the methodology to carry out the research. Online questionnaires have been handed out to residents and non-resident visitors to the Stresa Festival to extract the opinions and experience from the public on the image effects of this festival. Findings reveal that there is a positive relationship between this cultural event and the enhancement of the city image and its territory.

Over the last few decades, tourism has faced several challenges and opportunities mostly related to the tremendous rise of online social networks and tourist platforms (e.g. Facebook, Twitter, TripAdvisor, etc.). The revolution brought about by Web 2.0 (or Travel 2.0) has radically changed the behaviour of tourists, who are now able to access information rapidly and to contribute in generating information to share with other users. The advent of the Internet has forced destinations to transform themselves to be more interactive, innovative and efficient as the online consumer is more active, demanding and in control. As a consequence, online reviews are becoming increasingly important, as they represent a significant information source both for the tourists and for the local management of tourism destinations. In this new scenario, religious tourism destinations should make an effort to manage tourists’ feedback, in order to adapt their offer to the needs expressed by their visitors. The aim of this research is to assess: how the ‘Sacred Mount of Oropa’ and ‘Sacred Mount of Orta’ (Piedmont Region, Italy) are perceived as religious destinations by tourists and; how local management should improve the quality of the offered experience based on this analysisrch is to assess: how the ‘Sacred Mount of Oropa’ and ‘Sacred Mount of Orta’ (Piedmont Region, Italy) are perceived as religious destinations by tourists and; how local management should improve the quality of the offered experience based on this analysis. The methodology consists of a qualitative content analysis of a sample of reviews on TripAdvisor (www.tripadvisor.com) - 237 and 243 reviews respectively. TripAdvisor provides detailed, rich and relevant data which includes information about the visitors of the Sacred Mounts and information about their beliefs and expectations within their comments. In accordance with content analysis methodology, the study selected a manual coding process in order to transform non-structured information into a format that allows analysis, which is possible due to the nature of the reviews. This paper presents empirical findings on the importance of online feedback for a religious destination.