Title: A value co-creation model for wine tourism

Authors: Giuseppe Festa; Demetris Vrontis; Alkis Thrassou; Maria V. Ciasullo

Addresses: Department of Business Studies and Researches (MIT), University of Salerno, Via Giovanni Paolo II - 132, 84084 Fisciano, SA, Italy ' School of Business, University of Nicosia, 46 Makedonitissas Ave., P.O. Box 24005, 1700 Nicosia, Cyprus ' School of Business, University of Nicosia, 46 Makedonitissas Ave., P.O. Box 24005, 1700 Nicosia, Cyprus ' Department of Business Studies and Researches (MIT), University of Salerno, Via Giovanni Paolo II - 132, 84084, Fisciano, SA, Italy

Abstract: In spite their significant wine heritage, even major wine-producing countries still lack a corresponding systemic vision. This research highlights the possible contribution of a relational perspective on the management of wine tourism systems, underlining the necessity for the development of chains, networks, constellations, flows, and service(s). Specifically, the research develops a scientific framework supportive of the relational perspective on wine tourism to aid all major stakeholders in understanding, designing, and developing a wine tourism structured system based on service-dominant logic. The research is based on a speculative analysis of relational governance in wine tourism, and develops a theoretical framework of the relational context of wine tourism. The research is further supported by a field investigation focusing on the Campania Region (Italy); and a case study that enhances the understanding of the subject and indicates the potential implications of the framework, as well as its practical and theoretical applications.

Keywords: wine tourism; business relational view; relational context; destination management; value co-creation; service dominant logic; service science; system-making; Italy; wine industry; tourist industry.

DOI: 10.1504/IJMP.2015.072767

International Journal of Management Practice, 2015 Vol.8 No.3, pp.247 - 267

Received: 26 Feb 2015
Accepted: 01 Jun 2015
Published online: 28 Oct 2015 *

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