Research limitations: Like other studies, there are limitations to our study as well. Our study only included one-day wine tours. A broader investigation of strategic alliances between tour companies and wineries, and how wine tourists experience and sustain a sense of social obligations to the wineries they visit, will provide further insights into how wine-tourism functions as a co-creative emergent form of consumption involving individuals, products, and processes.
The authors gratefully acknowledge two grants from the Social Sciences and Humanities and Research Council of Canada awarded to the first and second authors: SSHRC 435-2013-1211 and SSHRC 435-2017-0958.
Joy, A., Belk, R.W., Charters, S., Wang, J.J.F. and Peña, C. (2018), "Performance Theory and Consumer Engagement: Wine-Tourism Experiences in South Africa and India", Cross, S.N.N., Ruvalcaba, C., Venkatesh, A. and Belk, R.W. (Ed.) Consumer Culture Theory (Research in Consumer Behavior, Vol. 19), Emerald Publishing Limited, pp. 163-187. https://doi.org/10.1108/S0885-211120180000019010Download as .RIS
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