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Recognising tourists’ increasing desire for authentic destination-specific experiences, the hospitality industry has responded by increasing provision of innovative culinary activities. This study aims to use the concepts of serious leisure and terroir to examine how knowledge, physical environment and service quality influence co-creation within the culinary tourism context.

Following cooking class participation, 575 domestic Iranian tourists were surveyed. These educational classes provide opportunities to learn about local foods alongside peers in an interactive setting. Consistent with the benefits of serious leisure, this consumption context could prove conducive to stimulating co-creation.

Prior knowledge strongly influences tourists’ reflective and recreational motives for participation (i.e. the benefits of serious leisure). This shapes how tourists evaluate physical environments and service quality therein; influencing value co-creation and supporting serious leisure as the conceptual lens through which to understand experiential culinary consumption.

The proposed conceptual model was tested on domestic tourists following class participation. However, in suggesting that visually-stimulating, tactile premises with the olfactory appeal can encourage co-created experiences, the findings are relevant to service touch-point management more generally.

Recognizing the influential role played by the physical and social aspects of experiential consumption, the serious leisure framework improves an extant understanding of value co-creation.

This paper aims to propose the concept of social terroir to help navigate phenomenological and epistemological conditions of small-scale food entrepreneurship.

This study used a qualitative research approach and was implemented in the peripheral region of Jämtland in northern Sweden. The study interrogated the ambitions of craft brewers when starting up, their long-term goals and visions, including questions about the reason for starting up a brewery, how the different brewers cooperate and how and why the products are designed and labelled the way they are.

This study shows that the production of craft beer is an inherently social practice that is part of a particular sociocultural milieu. This milieu informs production in distinct and interrelated ways: through connecting to place and locality in the different aspects of production and marketing, through cooperation to develop production and overcome barriers, and through embedding their work in sustainability discourses.

The study addresses how, in the context of craft beer, terroir or taste of place, is a matter of social ties to place and community–social terroir. What is novel is the way in which social terroir becomes a critical ingredient in the production of craft beer. This illustrates how small-scale food production and gastronomic efforts can link people, places and businesses.

This article seeks to uncover if the definition of terroir is the same between the users (producers, vendors, high and low involvement consumers) of the term in the French wine industry. The objective is to uncover if the definition of terroir is homogenous between the user groups.

An online questionnaire was distributed to an industry sample and then to a consumer panel, and asked respondents to outline in their own words how they would define a terroir product. Lexical analyses using SATO software were conducted and uncovered word frequency, distances, and contexts.

The results show that each user group has its own taxonomy of terroir terms and uses an exclusive vocabulary. User group distinctions and commonalities are outlined. Globally it appears that the user groups seem to define terroir based on their level of involvement with wine as well as their role in the wine industry.

French wine marketers can use these results to better understand how types of consumers perceive terroir and consider these perceptions when contemplating using terroir in a product description such as on wine labels or when developing marketing communications.

Prior to this research there were no empirical results regarding how terroir is defined in the marketplace as well as the relationships between the descriptives used to define terroir. This research is a first step in understanding the value of terroir as a marketing attribute as well as the signals it represents for all user groups in the French wine industry.

This article aims to empirically test the terroir concept and tackles the issues of origin, typicity and legality. Whilst this has previously been examined at a theoretical level, the research uses a study of producer and consumer perceptions to examine the multidimensional nature of terroir and its relationship with authenticity.

A preliminary list of terroir items was aggregated from the literature and placed in an online questionnaire that was distributed to an industry sample and then to a consumer panel in France. Quality perceptions, anticipated satisfaction and purchase intent of terroir products were also included. Exploratory and confirmatory analyses were conducted, as were linear regressions between uncovered dimensions and the dependent variables.

The results show that the terroir concept comprises three dimensions that relate to authenticity: product, internalised and institutional authenticity. All three dimensions are positively correlated. Each of these dimensions can be related to satisfaction, quality perceptions and purchase intent, although the intensity and valence will depend on the relationship of the respondent to wine.

Prior to this research, there were no empirical results to support the multidimensional nature of terroir. As well, the distinct relationship between terroir and types of authenticity is defined.

The purpose of this article is to review the use of the word terroir by print media in France using a multi-method approach. The objective is to uncover whether and how the media frames terroir-marketed products as being qualitatively superior to non-terroir products.

Every issue of five print magazines in France was analyzed over the period of one year. All references to terroir were coded as well as all tasting notes with and without terroir references. > 6,500 tasting notes and 800 uses of terroir in wine and food-related text from > 3,800 pages in 30 issues were identified and analyzed.

The results show that although it is not a frequently used word, terroir in tasting notes leads to significantly higher scores and prices for wines than when terroir is not included in the note. A further analysis reveals that terroir is most often related to subjective experiences of taste.

Wine managers should often use the word terroir in their press releases and communication pieces. However, the dimension of terroir that brand managers put forward in their communication pieces will influence the way in which the media frame their product.

Prior to this research there were no empirical results regarding how the media uses terroir. This research contributes to the growing body of research that seeks to understand the value of terroir as a marketing attribute.

The concept of terroir is institutionalized through geographical indications (GIs) in large parts of the wine-producing world. GIs in wine are associated with certain taste characteristics. Mosel wine is said to be slender and fresh. However, external sources of pressure are recognized as challenging this notion. The purpose of this paper is to explore the narrative construction of Mosel wine and how institutions, markets and climate are presented as having implications for its taste.

Ethnographic fieldwork was carried out over ten weeks during the fall of 2016, consisting of three weeks of participant observation and 12 in-depth interviews. Post-fieldwork, data were interpreted as collective narratives. Additionally, a wide range of written sources on Mosel wine has been analyzed.

It is found that a development toward big-bodied wines was considered a threat to the region’s stylistic image, in which light-bodied wines represented the cornerstone. Consequently, this had triggered introspection and greater discursive attentiveness to “lightness” to preserve the credibility and identity of Mosel as a GI. Findings show that these aesthetic controversies functioned to recreate and consolidate the notion of Mosel wine and its sense of terroir.

Focusing on how taste in wine is narratively produced, this paper utilizes an inductive approach rarely employed within terroir research.

An important requirement when producers apply for protected designation of origin (PDO) or protected geographical indications (PGIs) is to adapt and agree on a concise definition of the geographical boundaries and area of the product. Whereas PDO products must be both strongly ecologically and culturally embedded in the specific area, PGI products are allowed a weaker degree of embeddedness. The research question of this paper is: How are geographical boundaries becoming PDOs and PGIs? The paper aims to discuss these issues.

The analysis is based on diverse forms of empirical material. Document studies of laws, policy documents, etc. have been analyzed to uncover what kind of measures and concepts that have been important for implementation of the scheme in Norway. Interviews with producer organizations have involved the persons responsible for working out product regulations in producer organizations. Interviews have also been conducted with key informants representing public administrative bodies administering the regulation. All interviews have been semi-structured.

The analysis identifies a set of important conditions for the boundary work of PDO-PGI in Norway. The conditions can generally be said to be characterized by a weak understanding of the food-people-places nexus and a strong reliance on instrumentalised system logic in how to deal with the map-nature dimension in boundary work. The short answer to the research question is that geographical boundaries are becoming PDO and PGI through controversies.

The controversies are characterized by what is defined as cultural adaptation work. The actors overall adaptation work is understood as the sum of the practices that takes place in the interplay between people’s translations of language and knowledge, reorganization of social relationships and transformation of materiality. The interplay is embedded in the tension between the global and the local, the old and the new and results in both intended and unintended consequences.

The purpose of this paper is to identify which dimensions of perceived value of wine dominate in the perception of wine consumers from two distinctive wine producing regions and to examine how their respective regional identity, consumer regiocentrism (CR) and perceived value of wine are inter-related in determining consumers’ preference of wine.

A sample of 221 wine consumers from two Slovenian wine regions with contrasting wine-related and social specificities responded to an online questionnaire. Besides the wine-related consumer behaviour variables, the questionnaire contained CR, regional identity and consumer perceived value measurements, based on adapted CETSCALE, regional identity and PERVAL scales. The scales were validated, and structural equation modelling was used to evaluate the relationships between the constructs.

Perceived value of wine was found to consist of three dimensions: emotional-social, quality-price and terroir, which differ from those previously observed among wine consumers from the USA. Regional identity was found to be a direct antecedent of CR, and CR directly affects all three dimensions of perceived value of wine; these findings were evident in the original model and in both studied wine regions.

Future research should extend the model to include other possible antecedents of CR and study its effects on different consequences, especially purchasing intent. Future studies would benefit by adding more indicators into scales to measure CR and regional identity to improve the model fit.

This study contributes to a better understanding of perceived value of wine and extends the current knowledge of how social and psychological phenomena interact when evaluating wine. The results herein should enable marketers to develop more sophisticated positioning strategies and support their decision making for an appropriate market approach.

This paper aims to explore the impact of the origin of hops on the sensory and hedonic evaluation of highly involved craft beer consumers.

Data was collected through a between-subject tasting experiment, where the origin of hop was manipulated (imported vs locally grown). The craft beer samples used in the experiment were produced using hops of similar age but grown in two distinct places: USA (imported hop) and in the city of Ribeirão Preto, Brazil, where the experiment was conducted (locally grown hop). The sensory and hedonic evaluations of highly involved craft beer consumers (n = 100) were collected after tasting the samples.

The origin of hop proved to be significant in affecting participants’ sensory and hedonic evaluations. It was observed that women were more sensitive than men to the origin information: when information was given, differences were found only on men’s scores of dryness/astringency; while in women, significant differences were found not only in dryness/astringency, but also in bitterness and refreshing, which are important attributes in the sensory profile of craft beer. It was also confirmed the effect of localness in hop cultivation, once men’ and women’s scores on liking were higher for the sample brewed with locally grown hop.

To the best of the authors’ knowledge, this is the first work using craft beer brewed with hops cultivated in Brazil and a sample of Brazilian craft beer consumers, therefore, providing a significant contribution to the field of consumer behavior. Furthermore, it adds to the discussion on sex-/gender-related differences regarding sensory expectation and perception of foods.