Wine Hotels—Intangible Heritage, Storytelling and Co-Creation in Specific Tourism Offer

Heritage

article

Tamara Floričić¹  Ketrin Jurica² 

[1]Faculty of Economics and Tourism “Dr. Mijo Mirković”, Juraj Dobrila University of Pula

[2]Interdisciplinary Study Culture and Tourism, Faculty of Economics and Tourism “Dr. Mijo Mirković”, Juraj Dobrila University of Pula

关键词: intangible heritage;    social sustainability;    wine hotels;    co-creation;    competitiveness;    innovation;    services;    storytelling;    unique experiences;   

DOI  :  10.3390/heritage6030159

学科分类：医学（综合）

来源: mdpi

【 摘 要 】

This paper researches aspects of affirmation of intangible heritage and the valorisation of viniculture through themed wine hotels that offer integral wine experiences as well as satisfy tourists’ needs for individualism. This paper aims to explore the intangible cultural heritage through thematic wine hotels and identify special tourism products and experiences created via storytelling and co-creation that impact its competitiveness. The research design includes the selection process of wine hotels in the international context, a comparative analysis of themed hotel offers online promotions, and original research of themed offers. Data is analysed using qualitative and quantitative methodology, including statistical processing. Developed under the concept of wine tourism, themed accommodation facilities—wine hotels—are the core value in the creation of an integral wine experience. However, the research results indicate that international wine hotels do not affirm all the potential and possibilities of creating specific products and do not realise their full competitiveness. The results form a platform for the proposal of a competitiveness model, which synergically affirms hotel core competencies, expressed through tangible and intangible features, sustainability, experiences, co-creation, special advantages and marketing mix elements. Recommendations for wine hotels’ new competitiveness represent an additional contribution of the paper and point to new considerations directed towards innovations, creativity and affirmation of intangible heritage.

【 授权许可】

CC BY