Tourism experience design: what art has to do with it?

This paper builds and expands the literature about art-based-initiatives (ABI) by developing a 4C framework that identifies four ways for designing ABI in order to design wine tourism experiences and generate business value: art to be Consumed, Commoditized, Co-created and as a Catalyst. Several examples are provided to analyse each way to implement ABI within the wine tourism context and to show how wine tourists engage with and through art for generating value. The examples also illustrate how art is used for supporting, triggering and motivating the customers’ participation in value (co-) creation as well as developing their capabilities and freedoms to implement (transformative) value (co-)creation. The 4C framework also recognizes: the dual role of art as both an operant and operand resource (i.e. the transformed and transforming ability of art) for supporting customer value (co-)-creation processes; and the different types of value that art can generate for customers