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Interaction as a Central Element of Co-Creative Wine Tourism Experiences—Evidence from Bairrada , a Portuguese Wine-Producing Region

Author

Listed:
  • Mariana Carvalho

    (GOVCOPP Research Unit, Campus Universitário de Santiago, University of Aveiro, 3810-193 Aveiro, Portugal)

  • Elisabeth Kastenholz

    (GOVCOPP Research Unit, Campus Universitário de Santiago, University of Aveiro, 3810-193 Aveiro, Portugal)

  • Maria João Carneiro

    (GOVCOPP Research Unit, Campus Universitário de Santiago, University of Aveiro, 3810-193 Aveiro, Portugal)

Abstract

Wine tourism experiences promote not only rural territories’ distinctive wine and food products, but also their local identity, natural and cultural resources and historical features that add value and uniqueness to tourist experiences. The new experience paradigm applied to tourism invites stakeholders to rethink how and why tourists travel and live their experiences on holidays. Interaction and engagement are components of co-creation, stressing the central role of visitors sharing value creation with other destination stakeholders. The present qualitative study uses discourses from 22 semi-structured in-depth interviews with visitors to Portugal’s Bairrada wine region. Content analysis, carried out with QRS Nvivo 12, shows that interaction enhances wine and food experiences in several contexts. Storytelling seems to contribute to value creation, with stories co-created between winemakers or other destination stakeholders and visitors. Apart from this social interaction, visitors’ physical interaction with natural and cultural destination features is also revealed as a crucial part of wine tourism experiences. Study results suggest the importance of DMOs, facilitating co-creation experiences in wine regions, contributing to visitor satisfaction and loyalty.

Suggested Citation

  • Mariana Carvalho & Elisabeth Kastenholz & Maria João Carneiro, 2021. "Interaction as a Central Element of Co-Creative Wine Tourism Experiences—Evidence from Bairrada , a Portuguese Wine-Producing Region," Sustainability, MDPI, vol. 13(16), pages 1-20, August.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:16:p:9374-:d:618530
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    References listed on IDEAS

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    1. Elisabeth Kastenholz & Diana Cunha & Ainhize Eletxigerra & Mariana Carvalho & Isabel Silva, 2022. "The Experience Economy in a Wine Destination—Analysing Visitor Reviews," Sustainability, MDPI, vol. 14(15), pages 1-19, July.
    2. Bernard Lane & Elisabeth Kastenholz & Maria João Carneiro, 2022. "Rural Tourism and Sustainability: A Special Issue, Review and Update for the Opening Years of the Twenty-First Century," Sustainability, MDPI, vol. 14(10), pages 1-15, May.
    3. Mariana Carvalho & Elisabeth Kastenholz & Maria João Carneiro, 2021. "Pairing Co-Creation with Food and Wine Experiences—A Holistic Perspective of Tourist Experiences in Dão, a Portuguese Wine Region," Sustainability, MDPI, vol. 13(23), pages 1-25, December.

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