Exploring Wine Terroir Experiences: A Social Media Analysis

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

“…Furthermore, in the Bairrada region, the relevance of gastronomy, of rural and natural landscapes and social interaction with local people, as well as the possibility of learning about wine and its regional specificities, is very clear and is a result of tourists' engagement in several experiences and interaction with local actors and resources. This perspective corroborates the findings of a netnography study regarding the wine experience in this region [15]. Both segments demonstrated that the contact with local agents and with natural and cultural features is crucial during visitors' wine experiences, contributing to sensory stimulation and the unique traits of the experience, confirming the relevance of the winescape, already mentioned in previous studies [33,36].…”

“…An integrative tourism experience, particularly in rural areas, encompasses local natural and cultural resources as crucial elements that contribute to unique, sensory-rich and emotion-generating experiences that eventually lead to place attachment [13]. The strengthening of historical and cultural elements and the preservation of local culture and culinary practices, as well as the landscape and the quality of wines, are also included in wine tourism [1,6,14,15]. This perspective has been adopted in this exploratory study, since a holistic tourism approach contributes to the deeper meaning of experiences.…”

“…In this context, a trend towards co-creation is emerging, where co-production of the experience involves co-creating value together with other actors, such as local businesses, organizations and the community [17,19,20]. Tourists want to be part of the destination and have an active role and the opportunity to engage in meaningful interaction with locals [15,20]. Hence, co-creation opportunities may be perceived as strategically enhancing wine tourism experiences and destination attractivity.…”

“…Results show the role of co-creation as a key to enriching wine tourism experiences, especially in rural areas without important flagship attraction [22], but where diverse natural and cultural resources may together add a globally unique and appealing destination experience [15,23]).…”

Challenges for Collecting Questionnaire-Based Onsite Survey Data in a Niche Tourism Market Context: The Case of Wine Tourism in Rural Areas

“…Among many possible definitions, wine tourism can be understood as a visit to vineyards, wineries, festivals and shows related to wine, of which wine tasting and/or contact with the attributes of a wine region are the main motivating factors for consumers [8]. However, a more comprehensive definition of 'terroir tourism' or the wider tourism exploitation of wine-growing territories has also been accepted [9,10]. In this sense, wine tourism refers to the act of traveling with the objective of visiting, getting to know and living experiences in wineries and wine regions, as well as exploring their relationship with the region's culture and local lifestyles [11].…”