Developing a Destination Within a Destination: The d’Arenberg Cube, the Iconic Monument of Experiences That Synergise Wine, Tourism and Art

Marianna Sigala () and Ruth Rentschler ()
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Marianna Sigala: University of South Australia
Ruth Rentschler: University of South Australia

Chapter Chapter 16 in Wine Tourism Destination Management and Marketing, 2019, pp 245-274 from Springer

Abstract: Abstract The role of iconic buildings in creating and re-establishing destinations is widely known. However, although buildings can physically make a destination, culture brings it into life. This chapter uses the case of the d’Arenberg Cube in order to explain how the synergies of wine, tourism and art have been exploited in order to develop a destination within a destination by converting an iconic building into a live, social and co-creative experiential space with meaning and cultural significance. The chapter builds on the literature about servicescape design and art-based-initiatives (ABI) in order to provide a theoretical understanding on how the mix of wine, tourism and art can enable wine firms to design meaningful, memorable and transformational wine tourism experiences. Examples from the d’Arenberg Cube are also used to show the applicability and implications of theory to practice. The chapter contributes to the field by investigating the unexplored link between wine, tourism and art.

Keywords: Iconic buildings; Tourism; Wine; Art; Cultural/heritage; Wine experiences; Wine destination; Servicescape; Winescape; Art-based-initiatives; McLaren; Australia; The Cube; d’Arenberg (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-00437-8_16

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DOI: 10.1007/978-3-030-00437-8_16

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