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Title: Food-and-wine experiences towards co-creation in tourism
Authors: Rachão, Susana
Breda, Zélia
Fernandes, Carlos
Joukes, Veronique Nelly Paul Marie
Keywords: co-creation
demand perspective
content analysis
Issue Date: 2019
Abstract: Purpose – In general, literature recognises that co-creative experiences add value to the tourism experience, yet empirical research within food-and-wine context remains scarce. This study aims to analyse the tourists’ perceptions of the co-creation construct, their food-and-wine tourism experiences and their willingness to actively co-create in this type of experiences. Design/methodology/approach – Departing from general co-creation theoretical concepts, this research explores how they can be applied in a specific food-and-tourism context. The end goal is to formulate a model that can be applied by food-and-wine managers when they create their tourism experience. A convenience sample of 19 tourists composed by 1 focus group (5 participants) and 14 face-to-face semi-structured interviews provided data for the qualitative research to explore tourists’ perceptions of co-creation and how these perceptions can be used to create engaging and successful food-and-wine experiences. Findings – Results reveal that co-creation is perceived by tourists as one or a combination of seven categories: social interaction, novelty, creativity, social sustainability, environmental awareness, enjoyment and memorable experiences. Respondents have participated in food-and-wine activities while travelling as a complement to their tourism experience displaying more willingness to actively participate in food rather than wine experiences. Research limitations/implications – This study is exploratory in nature which makes the data not generalisable. The findings need further quantitative validation. Although the food-and-wine experiences were created based on existing experiences, they are composed of a different number of stages (without standardisation), which may make further statistical analysis (comparisons) difficult. Practical implications – By conceptualising the co-creation construct, tourism managers may use the outcome of this study to turn their experiences more environmentally friendly and to improve the creative process of the experiences. The research findings not only emphasise the significance of understanding tourists’ co-creation conceptualisation, but also indicate the importance of integrating creativity and environmental awareness dimensions into experiences. Particularly, the study develops a theoretical model supportive of the co-creation dimensions that can be applied on food-and-wine tourism contexts. Originality/value – This study fills a gap in the literature between co-creation in tourism and its application in food-and-wine settings by highlighting the significance that co-creation has in developing tourism business experiences.
Peer Reviewed: yes
ISSN: 1660-5373
Document Type: Article
Appears in Collections:CETRAD - Artigo publicado em Revista Científica Indexada

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