Inter-firm collaboration for spreading sustainability in tourism SMEs. The experience of the “network contract” Made in Rimini Holidays

In order to stimulate SMEs to innovate, internationalize and strengthen their competitiveness, the Italian government has recently introduced a new legislative instrument called the “network contract” which represents a form of collaboration in constant and significant growth. The aim of the paper is to verify whether and how this new type of formal cooperation represents a relevant and effective driver of change in tourism SMEs’ strategic orientation with regards to CSR and sustainability. Following both a theoretical and empirical perspectives the work develops several preliminary reflections that have emerged from the analysis of a case-study related to an Italian network contract (“Made in Rimini Holidays”) which involves two hotels consortia and a cooperative. Findings underline that even if responsible and sustainable-oriented tourism products are yet at an early stage, the network contract plays a critical role of “incubator” as well as of mediator in promoting a culture of sustainability in its various dimensions (social, environmental, relational, reputational, economic) among the associated companies.