The main aim of this research is to analyze the innovation within the tourism sector due to the big lack in the literature. Particular attention is paid on a new form of hospitality called Albergo Diffuso (AD). It seems to be very appreciate by a new generation of consumers more informed and demanding. The AD is a new "tourism model" based on the sustainable development that aims the continuous growth of traditional tangible and intangible resources. A qualitative case study approach based on a manual opinion mining analysis of the customer reviews gathered on web site from June 2013 to March 2014 is developed in this research in order to detect which services could represent the excellence in term of quality for an AD.
Keywords: Albergo Diffuso, tourism innovation, opinion mining, authenticity, tourist behaviour.