Humanism and Business: The Case of a Sustainable Business Experience in the Florentine Tourist Sector Based on the Civil Economy Tradition

  • Marco TortoraEmail author


Is it possible to have a sustainable tourism experience through the humanities (art, culture, and religion) in a city of arts? Florence is worldwide known as the city of Renaissance and Humanism. Its culture and art are the reason why millions of people every year travel to Florence to discover its beauty, richness, and culture. Though, not many people know that many of the places they visit, the paintings and statues they admire, and the history of some families and religious orders they listen to are also the first example of responsible practices both for the community (society) and, extended meaning, for the environment (ecology). This paper presents a case study of a grassroots innovative business activity in tourism designed to promote a different perspective of history and art, and to make tourists conscious of the way people lived and thought about their world when Humanism started in Florence, and to inspire potential future impacts. The case study, selected to be presented at EXPO2015 in Milan, is intended to be a living lab for an interdisciplinary and empirical approach to mix humanist and social studies and to promote a different way to do business in a responsible way.


Humanism Civil economy Grassroots innovation Corporate shared value Community Sustainability Sustainable business 


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© Springer International Publishing AG, part of Springer Nature 2019

Authors and Affiliations

  1. 1.School of Economics and ManagementUniversity of FlorenceFlorenceItaly

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