The Brand Value in a New Concept of Hotel: The Albergo Diffuso Sextantio Case

Abstract

The phenomenon of Albergo Diffuso (AD) represents an important development in the competitiveness between destinations and concerns the way in which historical and cultural heritage is used. The concept of AD is a new and innovative meaning of tourism which promotes the sustainable future through the recovery of ancient towns and, in the same time, developes further ways to create entrepreneurship. The goal of this work consists of the economic valuation model and conceptual defining of brand value referred to one case study of AD, Sextantio. It is made up of two parts: the first consists of a contextualization of one of the traditional formulas of Financial-Standard Method of Brand Value, because of the features of brand value in an economic content; the second part consists of a first classification of elements which are tangible and intangible to a brand of AD, related to the specific elements and based on different key performance indicators (KPI), deriving from elements generally relevant in hospitality tourism, and far more in this new concept than against the traditional concept of tourism.