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Travel has become a synonym of living memorable and enjoyable experiences. Co-creation centralizes tourists’ role in the creation of value that results from the interaction with other destination stakeholders and the physical environment. Within the wider destination experience, the growing interest tourists show regarding the food and wine experience is notorious, due to its distinctive, multisensory and engaging nature. However, conceptual and empirical studies on co-creation of experiences in food and wine contexts are still scarce. To address this gap, this conceptual study presents an integrative literature review of 118 articles focusing on co-creation in tourism experiences, aiming at understanding what conceptual and empirical studies have been developed in the field, and identifying the most representative dimensions of tourism co-creation, both in general tourism experience and in food and wine experiences, in particular. Based on study findings, a critical analysis is presented along with a novel framework and definition of co-creative tourism experiences, with particular relevance to food and wine tourism. Key dimensions of co-creation in food and wine experiences, namely interaction, engagement, participation and personalization, are identified as relevant for promoting involving and immersive experiences. Theoretical and managerial contributions to destination managers and local stakeholders are also discussed.

Co-creative tourism experiences – a conceptual framework and its application to food & wine tourism