The stakeholder-entrepreneur value creation pyramid in wine tourism: Taking supplier collaboration to the next level

Resumo

Wine tourism represents a complex ecosystem combining distinct sectors: grape production, wine making and tourism. Innovative wine tourism must understand the dynamics of the wine tourism ecosystem, specifically regarding entrepreneur-stakeholders' value-cocreation, and its capacity to unlock significant sources of new value, with benefits for all. By proposing a stakeholder-entrepreneur value-cocreation pyramid, the present study aims to explore how wine tourism companies model their
own value constellation and what perceived benefits make them invest in partner/relationships yielding a win-win value cocreation, beneficial to all stakeholders involved. A qualitative methodology helped validate the proposed model, with data from wine tourism agents of the Bairrada wine route in Portugal, collected through 44 in-depth interviews. Content analysis was performed using NVivo12. From the stakeholder-entrepreneur view, interview results unmask a rather individualist and functional/ transactional attitude towards partners, revealing little relational/ truly collaborative/ societal engagement, hardly
stimulating partners' co-creative potential. The proposed model provides an analytical framework for assessing the degree of cooperation and potential of innovative value-cocreation within the wine tourism ecosystem, thus reflecting stakeholders' relational maturity, and their ability to boost sustainable regional development through value-based and value-producing network dynamics.