Italian agritourism as a traditional innovative answer to COVID-19 pandemic

COVID-19 has provided an opportunity to reset and reconsider sustainability as a mean to grow and develop considering the economic, environmental, and social/cultural implications that come with that (Sharma et al., 2021). Furthermore, tourism in the context of COVID-19 reveals how the local is a locus of change (Brouder et al., 2020). Given the dynamicity of service ecosystem it should adapt over time to changes in resource integration, shared worldviews and outcomes; but in this evolution sometimes tensions amongst the different actors (McColl-Kennedy et al., 2020; Frow et al., 2019; Banoun et al., 2016). Ecosystems have to manage tensions and possible forthcoming conflicts in particular after some shock event, as in this period COVID-19 pandemic: transformation, innovation and change could emerge from conflicting value creation strategies (Laamanen and Skalèn, 2015). Given these premises the aim of our study is to understand how have rural tourism realities been stimulated to evolve following the pandemic?