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

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-Ã -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