Heritage Tourism: The Case Study of I Benedettini (BARI)

Heritage tourism is a cultural phenomenon in which examples of historical, monumental, folklore and environmental excellence gather in specific itineraries to enhance destinations and convey different feelings and meanings to different targets. Understanding these dynamics is fundamental to develop an effective and well-integrated marketing strategy for possible heritage tourism destinations. The purpose of this study, therefore, is to understand how to promote a small destination in the province of Bari, San Vito. In particular, we chose to focus the analysis on a social cooperative that runs the restaurant i Benedettini: a local enterprise which has been working for years with the aim to introduce disadvantaged people to the job market, pursuing solidarity and social inclusion in a conscious, sustainable and respectful way. Basing our research on qualitative and quantitative survey on tourists’ habits, we concluded that San Vito is an important spot to develop a sustainable and community-based tourism. The analysis of the case study relating to i Benedettini should be, therefore, a starting point for the development and promotion of sustainability, traditional values and modern lifestyles as an example intangible cultural heritage.