Social entrepreneurship as a driver for social inclusion and sustainable tourism: The case of Herculaneum, Italy

Social enterprises are increasingly recognized for their potential to foster social inclusion and sustainable tourism by embedding economic activities within local communities. While existing literature often focuses on the measurable impacts of these initiatives, less attention has been paid to how social enterprises construct and narrate their own roles within complex territorial contexts. This study adopts an interpretive approach to study how the social enterprise Variabile K, based in Herculaneum, Italy, frames its mission and practices as tools for transforming the city's tourism model. Through a thematic analysis of qualitative interviews with enterprise members, the paper identifies five key dimensions: the contradictions of Herculaneum's landscape, the dual nature of tourism, the enterprise's commitment to community-based tourism, the role of collaborative networks, and future opportunities and challenges. Findings indicate that Variabile K challenges the dominant “hit-and-run” tourism model by promoting experiential, relational, and locally embedded activities. Through partnerships with schools, local businesses, and third-sector organizations, it fosters a participatory tourism model that enhances social cohesion and expands economic opportunities for residents. Nevertheless, structural limitations—such as weak institutional support, inadequate infrastructure, and exclusion from mainstream tourism circuits—continue to hinder its development. While social entrepreneurship offers a promising alternative for sustainable tourism, its consolidation requires greater policy recognition, institutional alignment, and long-term investment. The case of Variabile K contributes to broader debates on social innovation in tourism, emphasizing the importance of locally grounded, inclusive strategies for urban regeneration and cultural valorization.