Food-and-wine tourists’ willingness to pay for co-creation experiences: A generational approach

Abstract

This research aims to explore tourists’ willingness to pay (WTP) for food-and-wine experiences according to the generational cohorts’ theory. A positivist paradigm was employed, and data were gathered through an online survey made available from November 2018 to September 2019 and distributed through different platforms, with no incentive being offered. In total, 223 responses were validated and retained for analysis. Multiple regression analysis was applied to determine the predictors of the willingness to pay for the co-creation of food-and-wine experiences. The results highlight the positive effect of the travel destination, travelling companions and co-creative participation on the monetary valuation of the wine experience. The social interactions between tourists and residents do not affect tourists’ WTP for food-and-wine experiences. This research expands knowledge on the design of food-and-wine experiences focusing on the motivational differences found in generational cohorts and on how to establish a consumer-oriented price strategy.