Dimensions of Co-Creative Food & Wine Tourism Experiences – Findings from A Multiple-Case Study

Yıl 2024, Latest Articles

Mariana Carvalho , Elisabeth Kastenholz , Maria João Carneiro , Luís Souza

https://doi.org/10.30519/ahtr.1287676

Öz

The relationship between food & wine tourism and co-creation is gaining prominence in the academic field, due to the increasing interest shown by visitors for engaging in multi-sensory, rich experiences while travelling. Considering the relevance of understanding most valued experience dimensions within each tourism context to help design memorable, immersive co-creative food & wine experiences, this article aims to identify the dimensions of food & wine tourism experiences from the perspective of visitors and supply agents. For this purpose, insights from a food tour experience in Lisbon and other gastronomic experiences in Bairrada and Dão wine regions are presented based on a qualitative approach. A netnography study, integrating the analysis of 658 visitor reviews and an interview with the tour operator, combined with a case study involving semi-structured interviews with visitors (N = 38) and supply agents (N = 6) from the above-mentioned wine regions, are key elements of this multiple case study. Content analysis was performed with QSR NVivo 12 software. Findings highlighted a convergent perception of visitors and supply agents regarding the most prominent dimensions of co-creative experiences identified and revealed the potential of qualitative methodologies in the promotion of in-depth knowledge, especially within exploratory research frameworks.

Anahtar Kelimeler

Experience co-creation, food & wine tourism, qualitative research, multiple-case study

Destekleyen Kurum

University of Aveiro, Fundação para a Ciência e a Tecnologia

Proje Numarası

PTDC/GES-GCE/32259/2017 - POCI-01-0145-FEDER-032259

Teşekkür

This article was developed in the scope of the research project TWINE - PTDC/GES-GCE/32259/2017 - POCI-01-0145-FEDER-032259, funded by FEDER, through COMPETE 2020 - Operational Programme Competitiveness and Inter-nationalization (POCI) and by national funds (OPTDC/GES-GCE/32259/2017 -E), through FCT/MCTES. Additionally, this work was financially supported by the Research Unit on Governance, Competitiveness and Public Policies (UIDB/04058/2020) + (UIDP/04058/2020), funded by national funds through FCT - Fundação para a Ciência e a Tecnologia.

Kaynakça

• An, W., & Alarcón, S. (2021). From netnography to segmentation for the description of the rural tourism market based on tourist experiences in Spain. Journal of Destination Marketing & Management, 19. https://doi.org/10.1016/j.jdmm.2020.100549
• Antón, C., Camarero, C., & Garrido, M. J. (2018). Exploring the experience value of museum visitors as a co-creation process. Current Issues in Tourism, 21(12), 1406–1425. https://doi.org/10.1080/13683500.2017.1373753
• Binkhorst, E., & Den Dekker, T. (2009). Agenda for co-creation tourism experience research. Journal of Hospitality Marketing & Management, 18(2–3), 311–327. https://doi.org/10.1080/19368620802594193
• Brochado, A., Souto, S., & Brochado, F. (2021). Dimensions of Sustainable Tour Experiences. Journal of Quality Assurance in Hospitality & Tourism, 22(5). 625–648.
• Brochado, A., Stoleriu, O., & Lupu, C. (2021). Wine tourism: A multisensory experience. Current Issues in Tourism, 24(5), 597–615. https://doi.org/10.1080/13683500.2019.1649373
• Campos, A. C., Mendes, J., do Valle, P., & Scott, N. (2015). Co-creation of tourist experiences: A literature review. Current Issues in Tourism, 21(4), 369–400. https://doi.org/10.1080/13683500.2015.1081158
• Carvalho, M., Kastenholz, E., & Carneiro, M.J. (2021). Interaction as a Central Element of Co-Creative Wine Tourism Experiences—Evidence from Bairrada, a Portuguese Wine-Producing Region. Sustainability, 13(16), 9374. https://doi.org/10.3390/su13169374
• Carvalho, M., Kastenholz, E., & Carneiro, M.J. (2023). Co-creative tourism experiences – a conceptual framework and its application to food & wine tourism. Tourism Recreation Research, 5(48), 668–692. https://doi.org/10.1080/02508281.2021.1948719
• Centre of Portugal (2023a). As melhores coisas para fazer no Centro de Portugal. Available at https://www.centerofportugal.com/pt
• Centre of Portugal (2023b). Termas Viseu Dão Lafões. Available at https://turismodocentro.pt/artigo/termas-viseu-dao-lafoes/
• Chen, Z. (2018). A pilot study of the co-creation experience in traditional Cantonese teahouses in Hong Kong. Journal of Heritage Tourism, 13(6), 506–527. https://doi.org/10.1080/1743873X.2018.1444045
• Crespi-Vallbona, M., & Mascarilla-Miró, O. (2020). Wine lovers: Their interests in tourist experiences. International Journal of Culture, Tourism and Hospitality Research, 14(2), 239–258. https://doi.org/10.1108/IJCTHR-05-2019-0095
• Creswell, J. (2014). Research Design – Qualitative, Quantitative and Mixed Methods Approaches (4th ed). Sage Publications.
• Cubillas, S., Mars, M. M., Torres, R. M., & Sias, P. M. (2017). Touristic authenticity and value co-creation: An exploration of two local wineries in Southeastern Arizona, USA. Journal of Rural and Community Development, 12(1), 34–54.
• Cunha, D., Kastenholz, E., & Lane, B. (2021). Challenges for collecting questionnaire-based onsite survey data in a niche tourism market context: The case of wine tourism in rural areas. Sustainability, 13(21), 12251. https://doi.org/10.3390/su132112251
• Decrop, A. (1999). Triangulation in qualitative tourism research. Tourism Management, 20, 157–161.
• Fusch, P., & Ness, L. (2015). Are we there yet? Data saturation in qualitative research. Qualitative Report, 20(9), 1408–1416. https://doi.org/10.46743/2160-3715/2015.2281
• Gao, D., Xia, H., Deng, W., Muskat, B., Li, G., & Law, R. (2022). Value creation in wine tourism – an exploration through deep neural networks. Journal of Vacation Marketing, 30(3), 376-391. https://doi.org/10.1177/13567667221140605
• Getz, D., & Brown, G. (2006). Critical success factors for wine tourism regions: A demand analysis. Tourism Management, 27(1), 146–158. https://doi.org/10.1016/j.tourman.2004.08.002
• Gewinner, I. (2023). Netnography and its potential for studies in tourism and hospitality. In F. Okumus, S. Rasoolimanesh & S. Jahani (Eds.), Cutting Edge Research Methods in Hospitality and Tourism (171–194). Emerald Publishing Limited.
• Kastenholz, E., Cunha, D. Eletxigerra, A., Carvalho, A., & Silva, I. (2022). The experience economy in a wine destination – Analysing visitor reviews. Sustainability, 14(15), 9308. https://doi.org/10.3390/su14159308
• Kirova, V. (2021). Value co-creation and value co-destruction through interactive technology in tourism: The case of ‘La Cité du Vin’ wine museum, Bordeaux, France. Current Issues in Tourism, 24(5), 637–650. https://doi.org/10.1080/13683500.2020.1732883
• Kodaş, D. (2024). Exploring the dimensions of traditional breakfast experience: A netnography study. European Journal of Tourism Research, 36. https://doi.org/10.54055/ejtr.v36i.3136
• Kodaş, D., & Özel, Ç. (2023). Antecedents of gastronomy destination brand equity: an examination of gastronomy experience, motivation, and destination satisfaction. Advances in Hospitality and Tourism Research, 11(1), 45–71. https://doi.org/10.30519/ahtr.1009968
• Kozinets, R. V. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, 39, 61–72. https://doi.org/10.1509/jmkr.39.1.61.18935
• Krippendorff, K. (2004). Content Analysis: An Introduction to Its Methodology (2nd ed.). Thousand Oaks, CA: Sage
• McGinley, S., Wei, W., Zhang, L., & Zheng, Y. (2021). The state of qualitative research in hospitality: A 5-year review 2014 to 2019. Cornell Hospitality Quarterly, 62(1), 8–20. https://doi.org/10.1177/1938965520940294
• Minkiewicz, J., Evans, J., & Bridson, K. (2014). How do consumers co-create their experiences? An exploration in the heritage sector. Journal of Marketing Management, 30(1–2), 30–59.
• Mohammadi, F., Yazdani, H., Pour, M., & Soltani, M. (2021). Cocreation in tourism: A systematic mapping study. Tourism Review, 76(2), 305–343. https://doi.org/10.1108/TR-10-2019-0425
• Okumus, B. (2020). Food tourism research: A perspective article. Tourism Review, 76(1), 38–42. https://doi.org/10.1108/TR-11-2019-0450
• Park, E., & Widyanta, A. (2022). Food tourism experience and changing destination foodscape: An exploratory study of an emerging food destination. Tourism Management Perspectives, 42, 100964. https://doi.org/10.1016/j.tmp.2022.100964
• Patton, M. (2002). Qualitative Research & Evolution Methods. Sage Publications.
• Pine, B., & Gilmore, J. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97–105.
• Prahalad, C., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. https://doi.org/10.1002/dir.20015
• Prayag, G., Gannon, M., Muskat, B., & Taheri, B. (2020). A serious leisure perspective of culinary tourism co-creation: The influence of prior knowledge, physical environment and service quality. International Journal of Contemporary Hospitality Management, 32(7), 2453–2472. https://doi.org/10.1108/IJCHM-10-2019-0897
• Qian, J., Lin, P., Wei, J., Liu, T., & Nuttavuthisit, K. (2023). Cooking class travel in Thailand: An investigation of value co-creation experiences. Sage Open, 13(2), https://doi.org/10.1177/21582440231176994
• Quivy, R., & Campenhoudt, L. (1998). Manual de Investigação em Ciências Sociais (2nd ed.). Lisboa: Gradiva.
• Rachão, S., Breda, Z., Fernandes, C., & Joukes, V. (2019). Enogastronomy in Northern Portugal: Destination Cooperation and Regional Identity. Advances in Hospitality and Tourism Research, 7(2), 216-237. https://doi.org/10.30519/ahtr.573163
• Rachão, S., Breda, Z., Fernandes, C., & Joukes V. (2020). Cocreation of tourism experiences: Are food-related activities being explored? British Food Journal, 122(3), 910–928. https://doi.org/10.1108/BFJ-10-2019-0769
• Rachão, S., Breda, Z., Fernandes, C., & Joukes, V. (2021). Food-and-wine experiences towards co-creation in tourism. Tourism Review, 6(5), 1050–1066. https://doi.org/10.1108/TR-01-2019-0026
• Richards, G. (2021). Evolving research perspectives on food and gastronomic experiences in tourism. International Journal of Contemporary Hospitality Management, 33(3), 1037–1058. https://doi.org/10.1108/IJCHM-10-2020-1217
• Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1–3), 53–67.
• Souza, L. H., Kastenholz, E., Barbosa, M. L. A., & Carvalho, M. S. S. C. (2020). Tourist experience, perceived authenticity, place attachment and loyalty when staying in a peer-to-peer accommodation. International Journal of Tourism Cities, 6(1), 27–52. https://doi.org/10.1108/IJTC-03-2019-0042
• Sthapit, S., & Björk, P. (2020). Towards a better understanding of interactive value formation: Three value outcomes perspective. Current Issues in Tourism, 23(6), 693–706. https://doi.org/10.1080/13683500.2018.1520821
• Stone, M., Migacz, S., & Sthapit, E. (2021). Connections between Culinary Tourism Experiences and Memory. Journal of Hospitality and Tourism Research, 46(4), 797–807. https://doi.org/10.1177/1096348021994171
• Thanh, T., & Kirova, V. (2018). Wine tourism experience: A netnography study. Journal of Business Research, 83, 30–37. https://doi.org/10.1016/j.jbusres.2017.10.008
• TripAdvisor (2021). About TripAdvisor. Retrieved September 2021, from https://tripadvisor.mediaroom.com/US-about-us.
• Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic. Journal of Marketing, 68(1), 1–17. https://doi.org/10.1509/jmkg.68.1.1.24036
• Vargo, S. L., & Lusch, R. F. (2008). From goods to service(s): Divergences and convergences of logics. Industrial Marketing Management, 37, 254–259. https://doi.org/10.1016/j.indmarman.2007.07.004
• Veal, A. J. (2017). Research Methods for Leisure and Tourism. Pearson.
• Williams, H, Yuan, J., & Williams Jr, R. (2019). Attributes of memorable gastro-tourists’ experiences. Journal of Hospitality and Tourism Research, 43, 327–348. https://doi.org/10.1177/1096348018804621
• Xiang, Z., Du, Q., Ma, Y., & Fan, W. (2017). A comparative analysis of major online review platforms: implications for social media analytics in hospitality and tourism. Tourism Management, 58, 51–65. https://doi.org/10.1016/j.tourman.2016.10.001
• Yin, R. (2011). Qualitative Research from Start to Finish. The Guildford Press.