Drivers of experience co-creation in food-and-wine tourism: An exploratory quantitative analysis

This paper aims to investigate the underlying drivers of co-creation in food-and-wine tourism experiences and, consequently, to explore how they might influence the level of tourists' active participation in related activities. An online survey was developed and sent to platforms specialised in food-and-wine related tourism experiences. A total of 243 valid responses were obtained. The hypotheses were tested using multivariate statistical analysis. The research results reveal that experience co-creation, the interaction between tourists and local residents, the interaction between tourists and frontline tourism employees, operant resources, and satisfaction influence the level of active participation in food-and-wine tourism experiences. This study contributes to the body of knowledge by proposing and testing a model that explores the drivers of co-creation in food-and-wine settings. The theoretical and managerial implications of these results are discussed.