martedì 3 settembre 2019

ALBERGHI DIFFUSI: A STUDY FOR AN ALTERNATIVE ACCOMMODATION IN GREAT BRITAIN



ALBERGHI DIFFUSI: A STUDY FOR AN ALTERNATIVE ACCOMMODATION IN GREAT BRITAIN
Tesi di Laurea di Camilla Tamburini,
Coventry University of London, luglio 2019

Abstract
The purpose of this research is to explore the concept of AD and understand whether it can be applied to the British context as well. This paper is going to investigate so by answering to three main research questions: how ADs develop in Italy and what does this process entail; how would consumers perceive and feel about developing this new concept of hospitality in Great Britain; and what are the external factors affecting the development of an AD in Great Britain. By understanding how this hospitality model is being developed in Italy and the process involved, the findings can provide valuable insights that should be considered when developing the model in Great Britain, as well as issues that were not mentioned in the literature. To do so, the owner of the AD Le Case Antiche was interviewed providing relevant observations. Moreover, the research aims to consider the consumers’ point of view and whether they would endorse this concept. The results from an Internet questionnaire helped to do so, showing that consumers perceive positively the idea of developing an AD in Great Britain. Lastly, whenever an entrepreneur aims to open an AD, he/she will need to consider the country’s external factors that could affect its development. Therefore, a PESTEL analysis has been conducted through the study of secondary research, highlighting the main issues and factors that could have an influence, and providing a detailed explanation how they can affect an AD.
In conclusion, the outcomes resulted from the research suggest that Great Britain, despite some issues such as Brexit or housing crisis, could be a potential country where to develop an AD in a few years, when there is going to be less uncertainty.


Riprendo di seguito qualche riflessione contenuta nella Tesi di Camilla Tamburini, che ringrazio a nome dell’Associazione Internazionale degli Alberghi Diffusi:
“Although some authors translate the term AD as ‘Diffuse hotels’ (Zupan Korže 2018) or ‘Scattered hotels’ (Bane Mullarkey 2018), the creator of the concept stresses the importance of keeping the original name of Albergo Diffuso as it is an Italian concept (Dall’Ara 2015). Therefore, for the purpose of this research, the terminology of AD will be adopted.
Destinations where ADs have successfully been developed are: Japan, Spain, Slovenia and Croatia. There are limited journal articles documenting the presence of ADs in each destination. Therefore, most of the information was obtained through the official website of Alberghi Diffusi (www.albergodiffuso.com ) and Associazione Nazionale Alberghi Diffusi ( www.alberghidiffusi.it ). The cases of Spain and Japan are going to be considered to understand what are the factors that determined their success.
One of the first ADs created abroad was Hacienda Zorita in Ledesma, Spain in 2012. This town has potential thanks to its historical and natural heritage. The “ruta urbana” has been developed within Ledesma: a guided itinerary through information panels located in different sites with a high heritage interest. This itinerary involved local merchants as well, by using their businesses as information point for the tourist. This initiative already showed a welcoming and horizontal type of hospitality. At a later time, the AD opened in 2012 offering 20 rooms organized between two historical houses, with the main building available for events, ceremonies and banquets (Di Clemente 2012).
On the other side of the world, the first international AD Yakage-ya opened in 2016 in the town of Yakage, Japan. The historical village used to be called “Old-Post Town”, as it was a crossing point to reach the capital of Edo. Every year for over 50 years, the local community hosts an event to remember the passage of a group of representatives who used to meet yearly in the capital to present their reports. In 2012, a private entrepreneur raised the attention of landlords about the concept of AD and received attention from the local council. The AD opened in 2016 and its activity rapidly diversified, thanks to a public contribution, with shops, restaurants, and entertainment services (Albergo Diffuso n.d).
Despite the lack of methods to measure success of the ADs in these two destinations due to limited amount of literature, the examples of Hacienda Zorita and Yakage-ya had two similar success factors. Firstly, according to Dall’Ara the success of an AD is determined by the strong involvement of the local community before and after the launch of the hospitality structure (Albergo Diffuso n.d.). In both towns, it is clear that the communities were included with the development of ADs: in Ledesma the residents created the guided itinerary which helped to increase the town’s attractiveness, whereas in Japan the locals contributed with their shops, restaurants and entertainment services. Secondly, both Ledesma and Yakage are towns with an important historical background reflected in buildings and local architecture, as well as surrounded by beautiful landscapes.”





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