Agritourism, Value Co-Creation, & Marketing Innovation in the Sonoita-Elgin Wine Industry

Persistent Link:
http://hdl.handle.net/10150/620987
Title:
Agritourism, Value Co-Creation, & Marketing Innovation in the Sonoita-Elgin Wine Industry
Author:
Cubillas, Sonora
Issue Date:
2016
Publisher:
The University of Arizona.
Rights:
Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
Abstract:
Customers play an essential role in the growth and success of any business. Wineries and other agricultural-based enterprises that actively engage and/or involve customers in production and other central processes do so for reasons that transcend simple marketing strategies. This qualitative study explores the strategic potential of customer inclusion in the operations of locally and/or regionally-based agricultural enterprises vis-à-vis on-site tourist models. This exploration relies on the theoretical principles of value co-creation to identify and illustrate how agritourism enterprises can more purposefully and strategically engage and embed consumers within their business operations. Atmosphere, compromise, and investment of consumers within the value creation process leads to the transition of such consumers; taking them passive recipients to active participants.
Type:
text; Electronic Thesis
Keywords:
Agritourism; Marketing; Value Co-Creation; Wine Industry; Agricultural Education; Agricultural Marketing
Degree Name:
M.S.
Degree Level:
masters
Degree Program:
Graduate College; Agricultural Education
Degree Grantor:
University of Arizona
Advisor:
Mars, Matthew

Full metadata record

DC FieldValue Language
dc.language.isoen_USen
dc.titleAgritourism, Value Co-Creation, & Marketing Innovation in the Sonoita-Elgin Wine Industryen_US
dc.creatorCubillas, Sonoraen
dc.contributor.authorCubillas, Sonoraen
dc.date.issued2016-
dc.publisherThe University of Arizona.en
dc.rightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.en
dc.description.abstractCustomers play an essential role in the growth and success of any business. Wineries and other agricultural-based enterprises that actively engage and/or involve customers in production and other central processes do so for reasons that transcend simple marketing strategies. This qualitative study explores the strategic potential of customer inclusion in the operations of locally and/or regionally-based agricultural enterprises vis-à-vis on-site tourist models. This exploration relies on the theoretical principles of value co-creation to identify and illustrate how agritourism enterprises can more purposefully and strategically engage and embed consumers within their business operations. Atmosphere, compromise, and investment of consumers within the value creation process leads to the transition of such consumers; taking them passive recipients to active participants.en
dc.typetexten
dc.typeElectronic Thesisen
dc.subjectAgritourismen
dc.subjectMarketingen
dc.subjectValue Co-Creationen
dc.subjectWine Industryen
dc.subjectAgricultural Educationen
dc.subjectAgricultural Marketingen
thesis.degree.nameM.S.en
thesis.degree.levelmastersen
thesis.degree.disciplineGraduate Collegeen
thesis.degree.disciplineAgricultural Educationen
thesis.degree.grantorUniversity of Arizonaen
dc.contributor.advisorMars, Matthewen
dc.contributor.committeememberTorres, Roberten
dc.contributor.committeememberSias, Patriciaen
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