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

In: Wine Tourism Destination Management and Marketing

Author

Listed:
  • Marianna Sigala

    (University of South Australia)

  • Ruth Rentschler

    (University of South Australia)

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.

Suggested Citation

  • Marianna Sigala & Ruth Rentschler, 2019. "Developing a Destination Within a Destination: The d’Arenberg Cube, the Iconic Monument of Experiences That Synergise Wine, Tourism and Art," Springer Books, in: Marianna Sigala & Richard N. S. Robinson (ed.), Wine Tourism Destination Management and Marketing, chapter 0, pages 245-274, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-00437-8_16
    DOI: 10.1007/978-3-030-00437-8_16
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