Innovación social en el turismo: preservación del patrimonio y participación comunitaria en el distrito histórico de producción cerámica de Nove, en la región del Véneto, Italia

This study explores social innovation in tourism, focusing on initiatives for the protection and promotion of local cultural heritage related to the ceramic artisanal production in the Nove territory of the Veneto region, in Italy. Based on preliminary findings from the iNEST (Interconnected Nord-Est Innovation Ecosystem) project funded by the NextGenerationEU program under the National Recovery and Resilience Plan (PNRR) on “Tourism, Culture, and Creative Industries”, the research examines how host communities narrate their cultural and productive heritage to visitors while striving to preserve and innovate their traditional artisanal activities. Social innovation in tourism initiatives focus on how local communities organize themselves in response to tourist flows, using storytelling to convey their historical material and immaterial heritage while fostering a sustainable form of tourism—one that does not contribute to an extractive economy. Cultural heritage is not only a resource to be preserved but also a means of fostering social cohesion, reinforcing community identity, and promoting intergenerational and intercultural solidarity.
The reasearch used a mixed-methods approach, including a systematic literature review on social innovation in tourism (analyzing 65 papers), a desk analysis of institutional reports on tourism, and approximately 40 semi-structured interviews with key stakeholders engaged in cultural heritage valorization in the Veneto region. The paper takes Nove, a historic ceramic craftsmanship hub, as a case study. With a documented history dating back to the late 1600s, Nove’s ceramic industry gained significant recognition by the early 1700s, receiving privileges from the Republic of Venice. Over the centuries, the craft has remained a defining element of the territory’s identity, establishing Nove as one of Europe’s most renowned centers for artisanal ceramics. This study examines the current challenges facing Nove’s ceramic industry and how the local artisan community is working to preserve and communicate its historical legacy.
Furthermore, the research investigates the role of local institutions in supporting artisanal enterprises, the structure of stakeholder networks involved in these social innovation processes, and the significance of such initiatives for those dedicated to cultural heritage preservation through their work.

This study was funded by the European Union - NextGenerationEU, in the framework of the iNEST - Interconnected Nord-Est Innovation Ecosystem (PNRR M4C2I1.5, iNEST ECS00000043 – CUP CUP: H43C22000540006. The views and opinions expressed are solely those of the authors and do not necessarily reflect those of the European Union, nor can the European Union be held responsible for them. The presentation was developed as part of the activities carried out by Spoke 6, Research Topic Area tematica: Digital, Industry, Aerospace, RT 4 - Nuove narrazioni e strategie di comunicazione.