The Future of Tourism between Online Booking and Sharing Economy

4 Introduction Sharing is caring. This is the leitmotiv that leads sharing economy. Nowadays society has long been criticizing the consumerist model to which we have been dependent from the 50’s economic boom, without proposing a real alternative. The B-plan now is ready and is gaining more and more importance. Use without possession it’s possible, and find its nest in collaborative consumption. It is about micro-businesses run by privates that want to share a part of their existing assets instead of wasting them. It is not a model that involves only economic aspects but also a social variable: faith through people is necessary to host them or to share a car pool and is motivated by the wish to live the authentic experience of the meeting. Amongst the strength points of sharing economy, there is first its adaptability to different targets and various exigencies. Everyone can be protagonist; everyone can run a small business and stop wasting unused goods and services. The most common mean used to get into a sharing deal is nowadays through online platforms: in Italy there are more than 130 active web platforms and even though in this research the focus would be on the touristic sector and its agents, we want to notify that around 30% web platforms are about crowdfunding, 20% about goods, 10% about tourism and 9% about jobs. The most known are Airbnb, Uber, Gnammo and Bla Bla car. These web communities are considered secure; users are made to have a public profile, with vital statistics and reviews from other users. Nevertheless, websites are the only grants in this model of business; this is why sharing economy has long been considered a niche market business: only people with a certain attitude may be users of these services. Technology wears a great role in this business model. Everything about sharing economy is held thanks to the communication power of Internet. The contact with unknown people, which is easy and immediate, would otherwise be impossible. Another strength point of this business model is the fact that firms are operating with no need for physical possession of goods, but just need to run web-platforms and the relative community. Goods and services are not offered by the firm but by the same people that take part into the community. People are the real asset, the process of “community building” creates a new way of doing business, the key to success in this regards is to be able to put together people with the same problems or interests and lead them through a union that creates advantages for all and opportunities. Finally sharing economy is also rising thanks to its general economic and experiential convenience. People love these platforms because they offer