Managing and Marketing Wine Destinations with and Through Art: A Framework for Designing Wine Experiences

Abstract

Despite the many commonalities and interrelations between wine and art, there is no research investigating the business implications and value that art can afford in the wine tourism sector. This chapter builds and expands the literature about art-based initiatives (ABI) by developing a 4C framework that identifies four ways for designing ABI in order to design wine tourism experiences and generate business value: art to be Consumed, Commoditized, Co-created and as a Catalyst. Several examples are provided to analyse each way to implement ABI within the wine tourism context and to show how wine tourists engage with and through art for generating value. The examples also illustrate how art is used for supporting, triggering and motivating the customers’ participation in value (co-)creation as well as developing their capabilities and freedoms to implement (transformative) value (co-)creation. The 4C framework also recognizes: the dual role of art as both an operant and operand resource (i.e. the transformed and transforming ability of art) for supporting customer value (co-)creation processes; and the different types of values that art can instil and generate for customers.