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

Mariana Carvalho, Elisabeth Kastenholz and Maria João Carneiro
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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

Sustainability, 2021, vol. 13, issue 16, 1-20

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.

Keywords: rural wine tourism; co-creation; tourist experience; interaction; wine region; Bairrada (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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