Cultural Entrepreneurship in the "Shadow" of Vesuvius: A Comprehensive Analysis Within the National Park

This study explores the complex interplay between tourism and cultural enterprise in Southern Italy, with a particular focus on the Vesuvius National Park. The research highlights the dynamics of fragmentation within the business fabric in rural areas, particularly in the context of protected natural environments. These areas face significant environmental challenges, such as the pressure of human activities on delicate ecosystems and the risks posed by climate change. Within this fragile context, tourism emerges as a potential mechanism for fostering collaboration and networking among diverse stakeholders, including local businesses, cultural entrepreneurs, and community organizations. This approach becomes especially crucial in areas like the Vesuvius National Park, where balancing economic opportunities with environmental preservation and cultural heritage is paramount. To investigate these dynamics, the study employs a mixed methodology, incorporating scenario analysis and semi-structured interviews with cultural entrepreneurs active in the region. It examines how these actors navigate the complexities of operating within a protected area while striving for innovation and sustainability in their practices. Particular attention is paid to the strategies used to harmonize tourism development with cultural values, emphasizing the role of collaboration among institutional actors, third-sector organizations, and private businesses. The findings underscore the potential of cultural entrepreneurship to serve as a catalyst for sustainable development, not only by driving economic growth but also by fostering deeper connections between the local community, cultural identity, and environmental stewardship in the Vesuvius area. In this context, tourism emerges as a bridge, uniting diverse sectors and stakeholders to create a shared vision for the future.