Services Marketing Quarterly· 2026Q2
Beyond the Vineyard: Reframing Wine Tourism Ecosystems Through Palm Wine and Indigenous Fermentation Practices
- 0citations
- Q2SCImago
- 2026year
Short summary
Palm wine production, rooted in indigenous knowledge and social relationships, creates authentic, immersive tourism experiences that challenge traditional vineyard-centric wine tourism models.
AI-generated from the title and abstract; the full text is not read.
Key points
- Palm wine production can be integrated into wine tourism frameworks, offering authentic experiences distinct from traditional vineyards.
- Indigenous knowledge, storytelling, and social relationships are key drivers of immersive visitor experiences in palm wine tourism.
- Community engagement and value co-creation are central to the palm wine tourism ecosystem.
- The study highlights the need for policies supporting indigenous practices and community-led sustainable tourism.
AI-generated from the title and abstract; the full text is not read.
Abstract
This study explores how indigenous fermentation practices, specifically palm wine production, operate within wine tourism ecosystems and shape visitor experiences and value co-creation. Guided by Wine Tourism Ecosystem Theory and Winescape Theory, it asks: (1) How can palm wine production be understood within wine tourism frameworks? (2) How do these practices influence tourism experiences and community engagement? Using 30 qualitative interviews in Rivers and Bayelsa States, Nigeria, findings show that indigenous knowledge, storytelling, and social relationships create authentic, immersive experiences, highlighting the need to support indigenous practices and community-led, sustainable tourism policies.
The authors' abstract, as published at the source. Services Marketing Quarterly, 2026 · DOI ↗
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