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Article

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

GOVCOPP Research Unit, Campus Universitário de Santiago, University of Aveiro, 3810-193 Aveiro, Portugal
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Author to whom correspondence should be addressed.
Academic Editor: Alan Fyall
Sustainability 2021, 13(16), 9374; https://doi.org/10.3390/su13169374
Received: 15 July 2021 / Revised: 9 August 2021 / Accepted: 14 August 2021 / Published: 20 August 2021
(This article belongs to the Special Issue Sustainability and Rural Tourism)
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. View Full-Text
Keywords: rural wine tourism; co-creation; tourist experience; interaction; wine region; Bairrada rural wine tourism; co-creation; tourist experience; interaction; wine region; Bairrada
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MDPI and ACS Style

Carvalho, M.; Kastenholz, E.; Carneiro, M.J. Interaction as a Central Element of Co-Creative Wine Tourism Experiences—Evidence from Bairrada, a Portuguese Wine-Producing Region. Sustainability 2021, 13, 9374. https://doi.org/10.3390/su13169374

AMA Style

Carvalho M, Kastenholz E, Carneiro MJ. Interaction as a Central Element of Co-Creative Wine Tourism Experiences—Evidence from Bairrada, a Portuguese Wine-Producing Region. Sustainability. 2021; 13(16):9374. https://doi.org/10.3390/su13169374

Chicago/Turabian Style

Carvalho, Mariana, Elisabeth Kastenholz, and Maria J. Carneiro. 2021. "Interaction as a Central Element of Co-Creative Wine Tourism Experiences—Evidence from Bairrada, a Portuguese Wine-Producing Region" Sustainability 13, no. 16: 9374. https://doi.org/10.3390/su13169374

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