Diapositiva 1

Innovation in Nature Based Tourism ServicesGiacomo CrucilForest and Environmental SciencesUniversity of Padua

Pre-case study: Holiday Farm House Ai CasaliLocationThe Holiday Farm House Ai Casali is located in the valley of the river Natisone, about 3 km far from the town and historical centre of Cividale del Friuli.

LocationIt is located in a small rural area in strict contanct with a hilly region covered by forests.

Holiday Farm HouseAi Casali Cividale del FriuliFormIn its legal form the Holiday Farm House Ai Casali is a Simple Partnershipand it is a family managed business.

FormThe national law 96/2006 provided the definition for Holiday Farm as: an activity managed by a farmer that provide hospitality by the use of his own firm, in a strict connection with the managment of the land, of the forest and of the animals.

FormAi Casali is not properly a holiday farm as defined by the national law but a holiday farm house since it not provide meals with home-made products but only accomodations and breakfast. (This status prevent from gaining some incentives)

HistoryFounded in 2002 by Iuri Giuseppe, then enlarged and finished in 2004.The enterprise is managed by Iuri Elisa with the help of the other three family members (father, mother and brother).

ExecutivePropietor is Iuri Giuseppe.Manager is his son Iuri Elisa.They are going to assume an amployee as manager of the business.

Market and competition situationThe contestIn Italy financing for Holiday Farms are regulated by the regions. In Friuli VG: last regional law 17-10-2007, n.25More than 20 holiday farm houses in the town territory of Cividale del Friuli

Market and competition situationWhat Ai Casali offers:

12 rooms and 3 apartments(30 beds)garden with barbequeswimming poolno restrictions for petsmountain bikesgym and saunataxi service from/to the train stationfarm with animals (didactic farm)A beautiful rural and natural environmentbreakfastMarket and competition situation

Main PROSThe biggest accomodation capability for a holiday farm in the town territory and neighbouring zones;Fortunate location: in a wide natural, calm space but not far from the services of the city;

Market and competition situation

Main PROSFamily managed business, well appreciated by visitors ;The swimming pool: the first holiday farm to have one. Today only 2 in the whole town territory and neighbouring zones;

Market and competition situation

Main CONThey do not provide meals with local home-made products (to become properly a holiday farm and receive the incentives they should provide meals with at least the 70% of home-made products);Lots of holiday farm competitors born in the last years (is it a CON?).

Market and competition situation

The economical world crisisQuite low effects on Ai Casali: since 2002 an increasing number of visitors every yearin 2009/2010 a temporary stop in this incrementtoday visitors are increasing again

Innovation

The contestQuite strict national and regional laws for the definition of Holiday Farm statusmainly with the aim of the conservation of the local traditions

Tendency to adopt a sustaining innovation strategyAnd gain the incentives for determined servicesInnovation

Some elements of radical innovation by Ai Casali:The enlargement of the accomodation capability from 5 to 30 beds in 2 years;The construction of the private swimming pool, the first in the town territory.

A succesfull strategy, the number of guests slowly grows every yearInnovation

What to do now with:A lot of rooms and a big structure?Land, space for crops and forests?Receipts from a growing number of guests?

Innovation

The idea is:Manage the land an the forest for the production of quality farm products andopen the restaurant!

Innovation

Why:Possibility for incentives with the status of Holiday Farm;The surrounding territory can be source for a lot of products: agricultural and non-wood forest products;Visitors are much interested in traditional cuisine;The farm can become an attraction, also for didactic purposes (schools, childrens).

Innovation

Non-wood forest products

Problems and challenges

Main PROSThe family managed business can be the optimal form to manage this kind of activity;Not a particulary and huge investment. The family already posses the land and the infrastructures;Much more visibility in the market and incentives, both by the help of the regional administration;

Problems and challenges

Main CONSIt will take time and strength of will: it could be a burden for the family;It will require to hire one or more external employees (more investments)The young components of the family may choose not to follow the activity (i.e. other kinds of studies)Contact Informtion

Holiday Farm House Ai CasaliVia Guspergo 1733043 Cividale del Friuli, UDINE , ItalyTel and fax +39 0432701498Email info@aicasali.itThank you for your attention