Value co-creation and value co-destruction through interactive technology in tourism: the case of ‘La Cité du Vin’ wine museum, Bordeaux, France

In the particular context of wine tourism, this study investigates how interactive technology affects the wine tourist’s experience during a wine museum visit. The research is grounded on the theory of value co-creation and value co-destruction and explores tourists’ perceptions of technology integration during their visit to the innovative wine museum, ‘La Cité du Vin’, in Bordeaux, France. Given the exploratory nature of the research, a qualitative method is adopted. Netnography is selected as a research technique. A total of 587 original online reviews from tourists were selected and analyzed in respect to the research question. Theoretically, the research conceptualizes the sources of value for the wine visitor in an interactive system-environment and in the specific context of thematic tourism. The results indicate that from a managerial perspective, wine tourism professionals should integrate technology in an effective and nonintrusive manner to provide visitors with a multisensory and fully engaging experience that minimizes value co-destruction.