Celebrating the family abroad: the wedding tourism experience

The research question on which this paper is based is as follows: How is the family celebrated at weddings that take place far from the place of residence of the involved families? This paper utilizes an experiential approach and uses the concepts of authenticity and co-creation to investigate the case of wedding tourism in Tuscany (Italy). The data collection includes primary data in the form of interviews, observations, and a survey, and secondary data that were collected online. The findings confirm the centrality of the emotional bonds that constitute the family, and suggest the coexistence of the participants’ desire for togetherness and individualism. The couples and wedding professionals meticulously plan and stage the weddings, but creativity and spontaneity are not completely excluded. The collaboration between the couples and the wedding professionals has a central role of creating the event as symbolically and existentially authentic.