A value co-creation model for wine tourism

Giuseppe Festa, Demetris Vrontis, Alkis Thrassou and Maria V. Ciasullo

International Journal of Management Practice, 2015, vol. 8, issue 3, 247-267

Abstract: In spite their significant wine heritage, even major wine-producing countries still lack a corresponding systemic vision. This research highlights the possible contribution of a relational perspective on the management of wine tourism systems, underlining the necessity for the development of chains, networks, constellations, flows, and service(s). Specifically, the research develops a scientific framework supportive of the relational perspective on wine tourism to aid all major stakeholders in understanding, designing, and developing a wine tourism structured system based on service-dominant logic. The research is based on a speculative analysis of relational governance in wine tourism, and develops a theoretical framework of the relational context of wine tourism. The research is further supported by a field investigation focusing on the Campania Region (Italy); and a case study that enhances the understanding of the subject and indicates the potential implications of the framework, as well as its practical and theoretical applications.

Keywords: wine tourism; business relational view; relational context; destination management; value co-creation; service dominant logic; service science; system-making; Italy; wine industry; tourist industry. (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (6)

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