Gastronomy and wine tourism transformation towards resilient destinations

Abstract

Purpose The purpose of this study is to develop research questions and explore industry expert perceptions related to the process of transformative changes in post-COVID-19 gastronomy and wine tourism. Design/methodology/approach To achieve this purpose, the authors applied individual and collective brainwriting techniques using the digital whiteboard, Mural. The research questions were answered within Mural's Sailboat template, which helped industry experts describe four situational areas and their symbolic elements. These included transformative change – the island, strategies – the wind, challenges – the anchors and strengths – the coral. The exploration was conducted across interpersonal, organisational and intra-destination levels. Findings This study results yielded a know-how framework that synthesised the insights of industry experts. The framework underscores the importance of a sequential approach to embrace transformative change to mindsets, practices and systems. It also advocates strategies (new leadership style, business solutions and community empowerment), potential challenges (self-doubt, established organisational culture and inertia within large systems) and leveraging industry strengths (personality traits, human resources and organisational interdependence) to effectively navigate the evolving gastronomy and wine tourism environment. Originality/value This paper represents a pioneering effort in assessing the key areas in the gastronomy and wine business and drawing parallels to the essential levels of transformation required to effectively cope with upcoming uncertainties.