The Role of the Host–Guest Relationship in a Sustainable Tourism Model in Marginalised Areas: The Case Study of Calitri, Italy

In tourism, value co-creation is a host-guest joint process based on and strengthened by the “when value is co-created, it should also be shared” principle. Some actors operate as strategic bridges in marginal areas to develop new processes to produce social innovations. In this chapter, after defining a conceptual model on stakeholders’ and travelers’ engagements in sustainable co-creation, we investigate these topics in a rural area in Southern Italy using in-depth interviews and content analysis. We studied the process used to design, and develop, the SponzFest in Calitri, a musical and anthropological event organized since 2013 with the help of a famous musician from Calitri. This event, aimed at rekindling ancient customs and fostering a profound sense of community in 2023, let approximately 35,000 visitors immerse themselves in experiences linked to local life.