Wine Tourism Experience: A Service Ecosystem Perspective

Wine tourism is becoming more important for many destinations as it plays a critical role in supporting local economies and cumulatively the wine industry has a substantial impact on the global economy (Santos et al. in Advances in tourism, technology and systems. ICOTTS 2020, vol 208. Springer, Singapore, 2020). Existing research in the field of wine tourism experiences has mainly focused on four clusters namely winescape, wine tourist behavior, wine tourism experience dimensions, and co-creation and satisfaction (Kotur in Int J Wine Bus Res 35:278–297, 2022). Yet, with regard to the last research stream, this area of research has emphasized on value co-creation models for wine tourism (Festa et al. in Int J Manage Pract 8:247–267, 2015) on the antecedents of co-creation in wine tourism experiences (Rachão et al. in Tour Manage Perspect 37, 2021), and how visitors and supply agents co-create value in wine experiences (Carvalho et al. in Sustainability 13(23):13,416, 1–25). Despite the significant contribution of this research stream, previous research on co-creation has largely neglected a service-dominant (S-D) logic and its ecosystem perspective (Vargo and Lusch in J Acad Market Sci 44:5–23, 2016) when discussing wine tourism experiences. Therefore, based on S-D logic and its development, the purpose of this paper is to examine how different actors co-create wine tourism activities and as a result co-create value for their own benefit. From a service ecosystem view, wine tourism activities will be examined from a multilevel perspective, uncovering how value co-creation unfolds at the micro-, meso-, and macro-levels. Theoretical implications are discussed.