Value creation of tourist experiences in spectacular and spontaneous designs A comparative analysis of a wine tour

Purpose - This study aims at understanding how consumers engage with and perceive value in spectacular versus spontaneous designs of tourist experiences. Building on the idea that experiences unfold over time through consumers' interactions with multiple touchpoints composed of assemblages of material and interpersonal elements, how these designs can be conducive to various dimensions of the consumer experience value is shown. Design/methodology/approach - A qualitative comparative embedded case study (Yin, 2018) of the tourist experiences at In Vino (pseudonym), a traditional winery located in the Vale dos Vinhedos (Valley of the Vineyards) in southern Brazil, was conducted. Based on initial archival research into relevant and noteworthy experiences, two distinct tourist experiences for In Vino were designed. Both experiences were implemented, and participant observations and interviews with participants were conducted. Findings - The two experiences effectively lead visitors to unique and separate interpersonal, temporal and materially engaging experiences. Both generated educational, entertainment, esthetic and escapist value when well executed, and the comparative analysis by the authors helped in outlining a potential combination of the characteristics of spectacular and spontaneous designs that can enhance authenticity value for tourists. Practical implications - This study provides practical information to help companies develop positive consumer experiences in tourism by employing different combinations of temporal, material and interpersonal elements to emphasize different types of value. It also suggests guidelines for what to do and what to avoid in order to create this value. Originality/value -This paper shows that it is the very union of elements from two apparently antagonistic types of encounters that provides positive values in tourism-related experiences. It also extends the notion of authenticity as an outcome that can potentially be perceived in both types of experiences. Finally, it introduces guidelines on how to manage the different values in order to help companies offer a positive tourist experience.