As in the previous editions, this IPSAPA conference took seriously in account the fascination of discovery. Differently from those, this Conference edition was deeply inspired by a profound and argumentative book due to Stefano Zecchi, entitled "Paradise of the West: our decadence and the seduction of the night". ... This conference represented an invite to exemplify and to discuss cases where the innovative solution came from breaking the traditional mold or even neo-traditional uncritical imitation of novelty." Maurizio Droli and Marco Panizza presented the relation titled: "Setting-up sustainable innovation processes in the rural tourism industry. A case study" focussing their dissertation on Vermiglio Paese Albergo" setting-up and the need to innovate firm creation processes in order to self-funding product innovation ones. Thanks to all of the participants for their valuable suggestions representing solid roots for furtherly improving our studies.