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This study investigates the topic of innovation strategies based on tradition in the wake of sustainability, in the agritourism sector, as derived from the phenomenon of multifunctionality in agriculture. The results reveal that the tangible and intangible resources that originate from tradition are drivers for innovation. The research highlights how tradition, as grounded on diverse foundations, is able to generate novel products and services stemming from an innovative arrangement of past events, particularly the identity of a place, which brings out its authenticity and makes it even more attractive. In this paper, we delve into the multifaceted outcomes that tangible and intangible traditions have on the innovation and distinctive standing of this rising accommodation offer with regard to post-productivism agriculture, and how this is accomplished while also looking for sustainability. The sourced dataset is based on a qualitative investigation of 10 cases in the Salento area of Puglia, a region of southern Italy. Tradition-grounded strategies proved to have several viable routes leading to innovation and bear positive impacts on the territory and the creation of value, yielding significant results both for scholars and practitioners.

How Authenticity and Tradition Shift into Sustainability and Innovation: Evidence from Italian Agritourism