Touristic Authenticity and Value Co-Creation: An Exploration of Two Local Wineries in Southeastern Arizona, USA

Sonora Cubillas, Matthew M. Mars, Robert M. Torres, Patricia M. Sias


Local wineries typically generate revenues and increase product exposure through touristic activities and strategies. Moreover, tourism represents an opportunity for local wineries to purposefully engage customers in the co-creation of products and services, which in turn promotes greater customer loyalty (Hollebeek & Brodie 2009). In this paper, we explore the intersection of touristic authenticity (Cohen, 1988; Wang, 1999) and value co-creation (Prahalad & Ramaswamy, 2004a,b) at two local wineries located in the Sonoita-Elgin Wine Region of Southeastern Arizona, USA. Our findings indicate that touristic authenticity is enhanced through the application of the four core principles of value co-creation —dialogue, accessibility, risk assessment, transparency. Based on the findings, a value co-creation guide is proposed as a practical tool to be used by local wineries to empower tourists as value co-creators. Equally important, potential spillover effects of such empowerment on the rural communities and economies in which local wineries exist are considered.

Keywords: Touristic authenticity, value co-creation

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The Journal of Rural and Community Development is supported by SSHRC.