MASTER THESIS

MORE THAN WINE: DESIGN OF HOLISTIC AND SUSTAINABLE EXPERIENCE IN WINE DESTINATIONS

NATALIA RODRIGUES CORDEIRO

Internship developed at I Pini Biotique Agrivilla San Gimignano, Italy

Professional supervisor Franziska Spoegler

Academic Supervisor

Anabela Carneiro University of Porto

June 21th, 2019.

TABLE OF CONTENTS

1 INTRODUCTION .................................................................................................. 1 1.1 I Pini Biotique Agrivilla ................................................................................... 1

1.1.1 I Pini vineyards and wines ..................................................................... 3 1.2 The internship, duties and activities .............................................................. 3 1.3 Master Thesis Proposal ................................................................................ 6

2 METHODOLOGICAL APPROACH ...................................................................... 9 3 RESULTS AND DISCUSSION ........................................................................... 11

3.1 Experience framework applied to tourism and wine destinations ............... 11 3.1.1 How Holistic? ....................................................................................... 14 3.1.2 How Sustainable? ................................................................................ 15

3.2. Creating empathy toward the customers ........................................................ 18 3.2.1. Customer insights ..................................................................................... 18 3.2.2. Defining “personas” .................................................................................. 21

3.3. Designing and enhancing the customer experience ...................................... 22 4 CONCLUSION ................................................................................................... 29 BIBLIOGRAPHY ........................................................................................................ 31 ANNEXES ................................................................................................................. 32

ABSTRACT Innovation is a perceived value when impacts and transform people’s life. Nowadays, considering and pondering principles of sustainability is mandatory for business willing to embrace innovation challenge, especially in tourism sector, whereas promoting and co-creating experiences is the ultimate way to definitely inspire and transform their lives. This research is focused on applying the design thinking to orient and enhance the customer experience in wine destinations through sustainable and holistic approach. For this, it is considered practical and systematic application of experience design notion and tools in Biotique Agrivilla I Pini case, an innovative business model settled in Tuscany, Italy, one of the most emblematic wine regions in the world. The base of the customer experience there is the combination of hospitality service and bio vegan gastronomy in a rural environment, where stands up biodynamic cultivation of vines and olive trees, for wine and olive oil production respectively. The results of this study pattern strategic aspects of the experience and improvement opportunities along the customer journey, having as main challenge to lead the guests through a transformative experience. Keywords: Customer Experience, Design Thinking, Sustainability, Tourism, Wine Destinations

List of abbreviations: CRM: Customer Relation Management DOCG: Denominazione di Origine Controllata e Garantita VINISUD: Vitrine Internationale du Premier Vignoble Mondial

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1 INTRODUCTION It is widely discussed the potential of tourism industry, when properly organized and supported

by responsible practices, in promoting environmental consciousness, resource efficiency,

social inclusiveness, cultural empathy. Such potential is also pertinent to the wine related

tourism. Even though sustainability has been discussed for a long time in these sectors, it has

become more and more tangible as responsible and sustainable practices are broadly

considered and demanded by the consumers. This has challenged old structures and opened

market for innovative business models and ideas based on sustainable principles, such as

Biotique Agrivilla I Pini, in Tuscany, Italy.

Based on Agrivilla case, approached during the final internship, the purpose of this Master

thesis is to study and apply the design thinking to strategize, enhance and add value to the

tourist experience in wine destinations reinforcing and promoting sustainable principles. This

pass through the understanding of the holistic character of the customer experience and of

wine destinations offer and appeal.

One of the main characteristics of design thinking is the human-centered attitude. The

opportunity to interact with the guests during the immersion and practical experience of

internship was fundamental in this process, even though the customer panorama has been

changing according the season evolves toward its peak. In addition, the methodical approach

of this study has considered a deep comprehension and deconstruction of experience concept

applied to tourism and the application of tools such as creation of “personas” and customer

journey.

As a result, looking systematically the customers experience in Agrivilla I Pini has confirmed

the relevance of this method in generating innovative insights. Moreover, creative ideas have

emerged from this discussion, balancing the challenge of promoting a meaningful experience

to the guests at the same time that engage them in the “biotique” philosophy, diffusing

sustainable practices and mindset.

1.1 I Pini Biotique Agrivilla I Pini Agrivilla is located only 1,5 Km distance from San Gimignano in the heart of Tuscany,

Italy, one of the most emblematic wine regions in the world. Settled in outstanding landscape,

in forth teen hectares property, this charming villa combines high quality hospitality services

and bio vegan gastronomy in a rural environment, where stands up (vegan) biodynamic

cultivation of vines and olive trees, for wine and olive oil production, respectively.

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The first facilities of the estate date from 15th Century, its establishment is closely connected

with hospitality and wine. Firstly, in the past, due to its great location, along the via Francigena1,

the property became a stopover for pilgrims and merchants. From the second half of the last

century, with the development of the wine production and trade in the region, it was

consolidated as an important meeting point of winemakers and wine enthusiasts, hosting the

firsts wine fairs taking place in San Gimignano, besides maintain its own wine production.

The family Spoegler Posch has been running the Agrivilla from three generations, for more

than ten years as a vegetarian guesthouse. Recently, in early 2018, the business went through

a complete renovation under a new concept named “biotique”, a sort of quality seal created by

the owners to express the business philosophy and differentiate the guest experience at the

place. Precisely, the “biotique” concept, firstly implemented in their other hotel in the mountains

of South Tyrol (La Vimea Biotique Hotel) in 2016, is based on the combination of five green

pillars: vegan, organic, sustainable, regional and seasonal, and handmade.

In practical terms, with a view to implement this concept in the agritourism project, the whole

guesthouse - including eleven rooms, internal and external facilities - was rebuilt, renewed and

refurnished based on a carefully curation of natural and local materials; I Pini cuisine was

restructured as well as all general operationalization of the services in order to offer a “vegan”

and “green” experience. Furthermore, the agricultural practices have been rethought toward

the implementation of a food forest2 project which should embrace also the olive and vine

yards.

The hotel is only for adults (restricted for children under 12 years old), offering half board

accommodation – breakfast and dinner included -, for prices between Euro 108 and Euro 202

per person, varying according the suite category and period. Extra services such as lunch,

aperitive in the afternoon, wine tastings or cooking classes are available. Outsider guests are

welcome for the restaurant (breakfast, lunch and/or dinner) and for participating in extra

activities under previous reservation. They are especially motivated by the bio-vegan cuisine

which has definitely been the soul of the new business model.

It is important to reinforce that Agrivilla I Pini is officially classified as an agritourism even

though, especially after its repositioning, has been offering accommodation with upper scale

standard when compared with traditional enterprises in the same category. Definitely, the core

of the business is the hotel service combined with the gastronomy, the agricultural activities,

1 Vila Francigena is an ancient pilgrim route which connects Italy to England, gained importance in medieval times. Nowadays is a touristic route, a sort of Camino de Santiago. 2 Food forest is a sustainable system of food garden based on agroforest system and permaculture principles, with the advantage in requiring low maintenance.

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including the wine and olive oil production, has a complementary role, linking sustainable

principles with Tuscan traditions.

1.1.1 I Pini vineyards and wines Regarding the vine growing, the vineyards cover approximately six hectares of old vines

(average 55 years old) where has been grown mainly four grape varieties: Malvasia Bianca,

Trebbiano and Vernaccia de San Gimignano as white varieties; Sangiovese as red variety.

Through natural winemaking approach and without using any animal origin inputs, I Pini has

produced three dry wine labels (Stappo, Vernaccia, Toscovivo) and artisanal Vin Santo, a

typical Tuscan sweet wine. Despite the relatively wide portfolio of wines and the noble quality

of the products, I Pini wines are almost exclusively sold and consumed in the hotels of the

family in San Gimignano and in South Tyrol - at the restaurant, during wine tastings or as direct

sales for the guests.

Without carry on any effort for sailing the wines through other channels, the current wine stock

is much larger in volume than the demand and consumption, in the last two years the family

has decided to sell the grapes instead to produce wine. For this year is predicted to retake the

own production but also diversify the grape-based portfolio of products with grape juice, grape

seeds oil, etc.

Actually, there are two main reasons for this decision. One is the evident need of balancing

the stock. On other hand, since the restructuration of the business, there is a clear option to

highlight more and more a vegan-healthy lifestyle, in which the consumption of alcoholic

beverages is often questioned. This situation has reinforced a paradox in the business,

between culture/tradition and exceptionally healthy, which has some impact in the guest

experience.

1.2 The internship, duties and activities Agrivilla I Pini works seasonally, from the beginning of Spring until the end of October. This

internship started in 1st March and is predicted to end 31st August, with the possibility to be

extended until the end of the season with a new work contract.

The first weeks were dedicated to comprehend the philosophy on which the company works

and the perspective for the future, to contribute with a marketing and improvement plan which

has been carried on by an external consultant, focused on both hotels.

Approaching the opening date, the local team started to prepare the place for the season

(cleaning, setting and organizing everything). After that, during the following months, the duties

and activities were related to perform different operational functions, many of them beyond the

wine tourism focus, as described below.

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In fact, each year in I Pini seems a new cycle with a challenging beginning to have “everything”

and “everybody” properly prepared and organized. All small procedures and activities took

time to be properly incorporated to the hotel routine and consequently not only the work but

the whole implementation of I Pini offer (including extra activities such as cooking classes,

wine tastings, etc.) has progressed gradually as the peak of the season approaches – June

and July - when the eleven rooms of the hotel are fully booked in most of the weeks.

I Pini staff basically counts with only one fixed employee responsible for the agriculture and

external maintenance and five temporary workers for the hotel services: two in the kitchen

(chef and assistant), one chambermaid (also doing the laundry and common areas cleaning),

two (including the intern) responsible for the direct attendance to the guests (in reception,

restaurant service, etc.). From June is predicted the team to be complemented with two more

workers, one syb chef for the kitchen and one manager (also covering guest attendance) and,

possible, some volunteer to help in the kitchen and service.

It is important to highlight that, due to the nature of the business (a small guest house) and the

model based on the valorization of the simplicity, of the human interactions and customized

relationship with the clients, Agrivilla I Pini is highly dependent of human resources. However,

there is an extensive rotation of employees each year, the team is majority composed for

seasonal works, most of them working to the company for the first time.

More than training people, I Pini bets on the personal and professional skills of the employees,

who are encouraged to contribute with the continuation and enhancement of the business each

season and with the diffusion of the concept and philosophy behind. The owners have special

attention on the selection of human resources, opting for workers who share their values and

beliefs, expecting from them certain level of professionalism and excellence in executing their

daily functions, but also dedication, autonomy and proactivity.

I Pini owners are also the current managers (there is no other person in charge at the moment),

who take care directly of other activities such as marketing, sales and most of the bookings.

They are settled in the South Tyrol where is located their other hotel, La Vimea; they have

been in Tuscany eventually (once per week or each two or more weeks), supervising I Pini

remotely mainly.

The duties and activities covered by the intern were the following:

A. Hosting the guests: the natural interaction with the guests is vital in I Pini business model

and, consequently, it was the main duty. The clients should encounter a friendly environment

that host them as part of a family or a community with which they share values and can talk

openly, also they must feel totally supported in their needs and issues. Furthermore, the

interaction between staff and guests is fundamental to transmit some of the philosophy and

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practices that make I Pini special, sometimes most of the sustainable practices are not visible

to the guest once are incorporated in the operational routine (cleaning, energy supply, etc.).

Hosting the guests includes activities such as encourage and guide visits to the garden

(including the vineyards); promote talks and connections around the philosophy and values

around the brand; telling stories about the place; assistance and solving possible problems;

helping in special demands: taxi, bus/train schedule, giving tips what to see and visit in the

region, or even recommendations about organic and or vegan friendly restaurants; promoting

and inviting to the subscription in extra activities (wine tasting, cooking classes, etc.). To sum

up, taking care of all small details to keep the familiar and friendly atmosphere or to make the

guests feel special, always through a personal and creative touch, for example, preparing small

souvenir and gifts which should be created at the moment (some herbs or fruits from the

garden, something from the kitchen for the way back, etc.), offering a free trial of some of our

products, everything prepared nicely and with a small personal note or approach.

B. Reception: included all procedures around the welcome, check in and check out of the

guests and direct sales of I Pini products (wines and olive oil). Regarding the check, besides

the formal protocol, it contemplated also to offer a welcome drink, introduce the Agrivilla - its

philosophy and main practical information - through a small tour in the internal and external

areas, realize the operationalization of the registration and check in of the guests in the system

and, finally, go along and present the room to the guest. The same for the check out, it

considered regular activities such as prepare the bill and receive the payment, but also it

required personal attention, encouraging the guests to write their feedback or offering and

selling I Pini products to take home. Additionally, it included the maintenance of the reception

space (small cleaning, decoration, changing flowers, etc.) and of the small shop (control and

replacement of stock, labeling of some products such olive oil, jams, vino santo, etc.);

answering phone calls and following e-mails from guests already booked; booking the

restaurant service for external clients and extra activities (wine tastings, cooking class, laundry,

lunch box, etc.); interlocution with the kitchen and with the chamber maid about bookings, daily

and weekly situation.

C. Restaurant Service: it included the dairy routine of service during breakfast and lunch /

aperitive and dinner, such as set the tables and the breakfast buffet, attending and serve drinks

and the dishes to the guests. It is important to mention that the gastronomy has a special role

in the I Pini offer, based on the creativity of the Vegan Chef and on slow food principles. The

dinner, for example, contemplates a four courses menu created by the Chef according the

products available in the season, changing every day. Guests’ preferences or restrictions were

always considered. During the restaurant services, the staff is encouraged to present each

dish for each table according the service is progressing, highlighting special aspects around

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the recipe, the cooking process or even around the selection of local vegetables, wild edible

flowers, etc. Furthermore, it was during the service when the staff can talk more with the guests

about the wine subject, observing their interest on it, introducing I Pini wines (the different

labels and vintages), recommending according their preferences, the occasion and the dishes.

It has been encouraged the inclusion of different vintages of I Pini wine labels in the menu

(before it was served only one vintage of each wine) as a way to diversify the offer once only

the wines produced by the Agrivilla are available at the restaurant. Additionally, restaurant

service duties includes to keep the place (cleaning, decoration, etc.), prepare the menu board

every day, place and polish glasses and cutlery, control and replacing of stock of drinks.

D. Wine tastings: Finally, when all the basic services were properly organized and incorporated

to the work routine, other activities such as wine tastings could started to be promoted and

conduced. From a basic script written last year, a complete story board has been developed

basing a tour in the vineyards followed by the winetasting, which can be adapted according

the interest and knowledge level of the clients (the wine cellar is not opened for visiting because

it is being renewed). The tasting in itself was structured to contemplates four wines (Stappo,

two vintages of Vernaccia and one Toscovivo or Stappo, Vernaccia and two vintages of

Toscovivo, depending the interest of the client). Also, together with the Chef, it was created a

snack plate (which go regularly along with the wines) and an optional “vegan cheese” plate (to

be included for an additional price), encouraging some pairing experience.

Finally, it was developed a control method for monitoring the consumption and sales of wines,

as much as the stock, providing strategic data for the business regarding the wine products.

1.3 Master Thesis Proposal Several scientific studies support the idea that currently humans use more resources than the

Earth can provide us in long term run, the overexploitation of the planet has reached a critical

situation, challenging our society to face and to effectively commit in dealing with many

complex issues such as the deterioration of ecosystems, traditional cultures and communities,

decrease of biodiversity, rising of temperature, climate change, pollution. In order to guarantee

the life on Earth in the perspective of a relatively close future, it is urgent to make an effective

transition toward the sustainable lifestyle and development. This appeal has leaded structural

transformations in the consumption and, consequently, in businesses, in diverse (or all)

sectors.

It is common sense that in the last years these issues have increasingly and widely driven

behaviors and choices in people’s day-by-day lives as they become aware about the

environmental or social impacts of their lifestyle, consumption and habits. This emerging

consciousness has influenced what we choose to eat or wear, brands with which we engage,

our aspirations, extending also to how we have fun or travel. People all around the world have

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assumed their activism power through the consumption, boosting entrepreneurial initiatives

linked to sustainable cause.

Illustrating how this issue has shaped the consumer preferences regarding tourism, according

to an independent research annually realized by Booking.com, one of the world’s leading

digital platforms in the sector, global travelers are more determined to make sustainable travel

choices. Most of them believe that acting now, in this way, they can contribute to save the

planet for future generations. Furthermore, the research demonstrated that 73% of travelers

intend to stay at least once in an eco-friendly or green accommodation during their next trips.

Not only the percentage is representative but also the trend up comparing with the first report

released in 2016, when a 62% of travelers had reported the same intention3 (Booking.com,

2019).

Another recent study about Global Sustainable Tourism Market predicts that traveling based

on sustainable tourism initiatives should increase around 10% per year until 2030, supported

by the traveler’s motivation in living more authentic experiences, traveling in public transport,

buying local products and eating in restaurants that use primary ingredients from low impact

production, for example (Report Link Consultancy, 2019).

Regarding wine and wine tourism, the growing interest for responsible wines and producers is

one of the main trendies of the sector. This include thematic such as organic, biodynamic,

natural and vegan wine preferences, respect to terroir and the rescue of winemaking old

traditions, responsible initiatives carried on by wine producers (solidarity, environmentally

friendly), as well as positive impact oriented wine business (Julie Marcel, 2018).

Smit & Melissem (2018), important reference for this study, highlight that this shift in people’s

behavior and preference toward more responsible consumption models is supported not only

by the consciousness about how humans have been historically fulfilling our needs and how

this has impacted the planet, but also is based on a completely review about what they really

need and wish, what has been face the environmental challenges. This has leaded, for

example, to a rising interest for consuming experiences rather than tangible products in order

to save natural resources, as a reaction against the excessive consumption and waste.

This shift has leaded the business to create differentiation and competitiveness by offering

experience. Even though this idea has been largely diffused by other authors (especially

Joseph Pine and James Gilmore by introducing the concept of Experience Economy), from

this premise, the authors Smit & Melissem (2018) have developed a relevant parallel between

3 The research conducted among a sample of 18.077 adults across 18 markets, including Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Japan, Mexico, Netherlands, South Korea, Spain, Taiwan, UK, USA, who plan to take a trip in the next 12 months.

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the pursuit of sustainable development and the rise of the experience economy, observing how

the two models can strength and reinforce each other, also, underlining the potential of tourism

in catalyze this synergy. Moreover, they emphasize how business in tourism and hospitality

may contribute to promote sustainability as provide experiences specially designed, managed

and staged on sustainable development principles.

There are three main aspects support this idea. Firstly, providing services and staging

experiences in tourism is highly reliant on direct interaction and communication between

employees and customers, an opportunity to rise and discuss complicated topics and diffuse

ideas based on a pre prepared background and specific training. Secondly, when travelling,

people are outside their daily routine and comfort zone creating favorable circumstances to

approach and introduce then to sustainable practices, services and products which are not

incorporated or used at their home in their normal daily life. Lastly, based on Griskevicius (cit

by Smit & Melissem) research around the concept of biophilia4, the authors point out that

people who are immersed in beautiful natural surroundings or engage in pleasant outdoor

experiences develop more appreciation for our natural environment and are more inclined to

engage in sustainable behavior (Smit & Melissem, 2018, pp.385).

Considering these aspects, clearly, wine tourism experiences can expose, encourage and

engage people in sustainable ideas and initiatives, especially when direct linked with natural

and rural landscapes of wine producer destinations, traditional cultures and lifestyle, specific

producing methods (organic and biodynamic viticulture, natural winemaking, small / family

producers, etc.). Moreover, in wine destinations, the agritourism based on “green” principles

would create a promising environment to design and co-create experiences with this purpose,

an opportunity to offer a holistic perspective of the complex relations and connections between

the wine production and the territory, gastronomy, culture, etc.

Joe Pine cit by Smit and Melissem (2018), conclude that the future business model for the

experience economy is centered on the - positive - impact which it can cause to the consumer,

to the community, to the employees or partners.

Based on the background previously introduced, the proposal for this thesis project is to

approach the design of holistic and sustainable experiences in wine destinations, taking as

reference Agrivilla I Pini, observing systematically the good practices and opportunities of

improvement.

The company is a fertile environment for this discussion for several reasons: the personal

beliefs and values of the young owners reflected in the implementation of an innovative and

4 According the author, the concept biophilia consists on an appreciation of and desire for natural environments.

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holistic concept – “biotique”- based on sustainable principles, in one of the most emblematic

wine regions in the world. On the other hand, the restructuration necessary to this

implementation has shaped a practically new business model which still has to be

consolidated. Even though the Agrivilla exists as an agritourism for years, under the new

business model, the target has changed. This means a double challenge for I Pini, firstly in

consolidate the new model in operational terms, secondly in understanding, reaching and

satisfying new client’s profiles, providing an experience that match with their expectations.

2 METHODOLOGICAL APPROACH The methodological approach for this study is qualitative and explorative. In order to

accomplish the challenge of innovation, this project consider the Design Thinking as a model

and a mindset to understand and bring new ideas to the context of services and experience

offered by Agrivilla I Pini, the company which has been the reference for the discussion around

holistic and sustainable experiences in wine destinations.

Design thinking is an approach applied for the development of innovative products and

services centered in people. It considers the establishment of empathy to the user or consumer

and to the problem as fundamental aspect to generate insights and creative and suitable

solutions, considering the complexity of the context (Brown, 2010). Even though the “design”

process is most commonly applied to physical products, the methodological process of design

has been also applied to design services and consequently experiences that meet the needs

and wishes of the consumers.

In practical terms the design thinking process considers three stages: “inspiration” based on

knowing and approaching the object and the problem; “ideation”, when new ideas are

generated; “implementation”, the ideas become feasible through prototyping, testing,

adjustment and final implementation (Brown, 2010).

This master thesis covers the first two stages of this process, some ideas possibly will be

tested and implemented the next months of professional work.

In the context of this thesis, the inspiration stage was accomplished in two steps.

Firstly, it has been carried on a deep study in secondary sources about the concept of

experience applied to services, in special in tourism sector and hospitality, as much as possible

interfaces with the environment of wine destinations. Understanding aspects such as why

people consume experiences, what are the possible types of experience that they can have

and what are relevant aspects to be considered in designing and staging experiences in the

tourism sector and, particularly, in the holistic context of wine destinations, have contributed

with theoretical insights for the future analysis and improving propositions. Furthermore, it was

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fundamental to consider how sustainable principles can be addressed and add value to

designing and staging experiences in this environment.

The second step for the inspiration phase was focused on knowing I Pini experience customers

and developing empathy to them, understanding the guest profile and creating “personas”, it

means, imaginary consumers.

Initially was considered a general understanding about I Pini guest profile and their opinion.

The profile information came from the selection and systematization of the booking database

of the guests registered during the internship. In order to formally get their opinion related to

general satisfaction with the services offered during their stay, it was considered the evaluation

of feedback formally received in the end of the guests stay at the hotel. In the first weeks of

the season we implemented a system of feedback, they were encouraged to write the peak of

their experience or aspects that must be improved in their opinion.

However, knowing, hearing and understanding the consumers, in this case, I Pini guests

through the fully immersion was the basis to generate insights which supported the application

of “personas” technique.

Avoiding the application of structured researches (interviews or questionnaires) which could

disturb the guests during their holiday time, the way to collect information was mainly through

the immersion in the fieldwork in the context of I Pini, observing their behavior during the

experience, interacting, talking and creating empathy in order to establish a full

comprehension, cognitive and emotional, about their motivations, their feelings, what was

relevant, positive and/or negative, in their experience at Agrivilla.

After the inspiration stage, the idealization is based on the statement of the aim of the

experience for the specific target (identified by the “personas”), followed by mapping and

analysis of I Pini experience through the customer journey.

Customer journey is a tool which allows a holistic and structured overview of the customer

experience, identifying and mapping the key moments and touchpoints in which an imaginary

consumer (the “personas”) interacts with the business, in a storyboard (Brown, 2010).

The choice for this tool is based on the previous comprehension of the touristic experience as

a cumulative process in which even the previous phase, when several preparative are

necessary, have a relevant role in the general satisfaction once it is when the expectations are

created (Fuentes et al. 2015). Each one of these touchpoints means an opportunity to engage

and create value for the customer experience.

Also take into consideration that the ultimate aim for marketing proposes is not only generate

sales and loyalty but also induce loyal clients to advocate actively in favor of the brand and the

business and, occasionally, effectively engage the clients in the sustainability cause by deep

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assimilation with the “biotique” concept. This require to strength the relation with the current

clients and maintaining the relation after the consumption of the experience.

Therefore, the journey was inspired in the conceptualization of the customer path proposed by

Philip Kotler et al. (2017), which considers five stages not necessarily linear inherent to the

decisions taken and consumption: aware, appeal, ask, act and advocate. The “aware” moment

is when the consumer become aware of the brand; in the “appeal” stage, they evaluate their

interest (like or not); it is in the “ask” moment when customers decide to buy (or not); the “act”

moment is related to the consumption in itself; and, finally, in the “advocate” stage, according

their level of satisfaction and engagement, it is expected the customers not only recommend

the brand but become active supporters.

The analysis of I Pini experience through the customer journey had the support of an emotional

map. This tool was used to register the emotions of the customer in each phase, based on the

level of satisfaction (Descola, 2016). This way, it was possible to highlight positive aspects of

the experience (satisfiers and exciters) and weak points (potential dissatisfiers), and

opportunities of improvement in each stage of the customer journey, strategizing the key

touchpoints to reach the aim of the experience.

3 RESULTS AND DISCUSSION

3.1 Experience framework applied to tourism and wine destinations Due the intangible nature, services and experiences have been highly connected, especially

in tourism industry in which the consumption is based on hedonistic motivations. Not only the

tourism growth in global scale is an indicator of how consumers are avid by experiences, but,

moreover, designing, staging and managing experience has been an essential component in

offering services in leisure, hospitality, gastronomy, wine tourism and other fields regarding

this sector.

In the context of economic transitions of services, offering experience is related to what a

company and professionals promise to delivery to the client (value proposition). Also, how the

services are customized to reveal their uniqueness, how different elements are combined and

tailored to answer consumer’s need, exceed their expectations and, mainly, make them feel

(Smith & Melissem, 2018).

This brings to the experience a character complex, subjective and symbolic (Fuentes et al.,

2015). Experiences can occur in many forms, resulting in memories and/or evoking real

personal transformations. Based on studies of other authors, Smith and Melissem (2018)

define three types of experience relevant to tourism business, differing according the duration

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and the outcome of the experience, what ranges from a (positive or negative) memory to a

(radical) sustained change in the person(s) involved.

• Peak experiences or memorable encounters consist in one of the most exciting, rich and

fulfilling experiences a person has ever had, leading to transcend the ordinary reality and

truly perceiving ‘being’ or ultimate reality. For example, being exposed to something that

the person has never tried before. This sort of experience tends to be very short in duration,

usually related to one-off events or encounters, or situations which do not last for a long

time. But ensure a peak of enjoyment resulting in a lasting memory.

• Extraordinary experience or extended experience are based on a temporary extended

series of events, encounters or situations that include elements of novelty and discovery,

resulting in strong memories but not necessarily leading a sustained changes and learning.

The authors point out that this kind of experiences are mostly self-steered (rather than

guided) and are immersive by nature. For example: a long trekking in a natural park, a

backpacking trip, a multi-day music festival or even staying for some days in an all-inclusive

resort.

• Transformative Experiences or flow consist of experiences guided to lead transformations

(developing or enhancing skills, knowledge, etc.), differing this way from extraordinary

experience. This model evolves high immersion, engagement and learning; often, requires

facilitation (a coach, a guide or an expert) or can be resulted from a co-creation process

evolving other players sharing the same experience. This is one of the trendiest kinds of

experience, answering existential expectations of the customers. According the author,

“there is no greater economic value you can create than in helping someone achieve his

aspirations – become who he wants to become” (2018, pp.57).

The customer perspective makes designing of experience a complex proposition, especially

considering that people have growing expectations, looking for living even more meaningful

and emotionally satisfactory experiences. Deconstructing the experience and understanding

the elements intrinsic to it are key to design quality and relevant experience propositions,

beyond its potential to overcome memories, learnings and transformations.

Based on the bibliographic references used for this paper, it is emphasized four main relevant

elements compounding the experience: active participation, sensorial stimulus, emotional

response, identity sense.

A. Active participation: The first element to be considered is that experiences require

involvement, full attention and active participation of the individuals in the consumption stage,

reaching a state of being physically, mentally, emotionally, socially or spiritually engaged in

certain way that, occasionally, they will temporarily forget about his or her environment,

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worries, everyday routines (Tim Brown, 2018). More than be invited to participate, consumers

have to be proper empowered to that, in each stage of the experience.

Fuentes et al. (2015) mention the importance the interactions as a relevant dimension of the

participation of the consumers in the experience, in different forms: between products and

customer, with the service staff, with other customers, with the environment, friends or partner,

etc.. The interaction perspective has some resonance in the increasingly focus on co-creation,

understanding the ultimate experience as a result of the interaction between consumers, other

customers and suppliers (Smith & Melissem, 2018).

In this sense, not only the experience supplier but also the costumers have a responsibility in

the ultimate experience. This gives to the supplier the role in creating an environment which

facilitate the generation of new ideas as much as the fluidity between groups of people

(Descola, 2016).

B. Sensorial stimulus: The sensorial stimulus – imagens, sounds, shapes, textures, aromas,

etc. - are related to how people perceive the experience what evolve the stimulation of the five

senses. Adding sensorial stimulus to the experience give to the customer clues and tangible

elements to make live, interact, interpret and remember of this moment.

C. Emotional response: Tim Brown (2010) mention that the emerging and continuous grown

of the Experience Economy is supported by a fundamental change in the hierarchy of value of

the society and how humans live the world, from functional to emotional.

Ultimately, people are motivated to live experience because they believe that it will contribute

with their quality of life and their overall happiness. This “appreciation of life” status, which is

desired as a result of the experience, has a cognitive component - how well your life meets

your needs -, but also an affective component – regarding how you feel most of the time under

a mood and emotions perspective (Smith & Melissem, 2018).

More than how experiences fulfill needs of the consumers, therefore, the value of the

experience is settled in the emotional resonance that it creates in the individuals (Brown,

2010), which is not only present during the experience in itself, but also is applied to the

anticipation of the experience - when “it makes you smile” - or after - when “thinking all the fun

that you had can bring it back” (Smith & Melissem, 2018, pp.112).

Nawijn & Mitas cit by Smith & Melissem (2018, pp.125-127) highlight that positive emotions

can cover negative feelings. Moreover, the emotions start to decline close to the end of the

holiday and, if peak or strong emotions such as joy, interest, amusement, inspiration, are not

stimulated, the consumers will remember only of this (sad) end.

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D. Identity Sense: Smith & Melissem (2018) point out that, on one hand, once the personal

value system of individuals (personal culture and ethics) influences their consumption

behavior, by consuming experiences customers can indicate who they are and to which social

groups they belong, highlighting some aspects of themselves or even who they would like to

be. On the other hand, by offering experience coherently designed to communicate its

personality, culture, specific values or causes supported, the company or brand potentially

creates not only differentiation, stressing the value proposition and uniqueness of the business,

as much as identification with their consumers. The perceived value resultant of this

connection is closely related with the price which the potential customer is willing to pay (Smith

& Melissem, 2018).

Communicating value proposition through the experience should contemplate more than

physical assets, behavior, words and images, but also the clear definition about how extend,

when and how is expected the consumer interacts with the business and the brand. The

business must be able to translate its values and, of course, ensure it live up what is being

promised (Smith & Melissem, 2018).

Overall, a precise implementation of the experience is so important as a good or creative idea

(Brown, 2010). Therefore, not only the design of the experience is crucial but also staging and

managing the experience in the business perspective.

Especially in the hospitality sector, it is highly related to the aptitude on creating experiences

that are perceived as personal and customized by each client (Gilmore & Pine, 2002), what is

strongly dependent on the capability of professionals / staff in advance the needs of the guests

(several tools can support that) and create special touch at the right time (Brown, 2010).

More than training, it is fundamental to stimulate the “culture of experience” applied to the

business, in order to the professionals evolved being able to create a “wow” effect in the

experience.

As well as the terms “memorable”, “extraordinary”, “transformative”, the term “wow” has been

used to identify outstanding services and experiences. It is related to the capability to surprise

and exceed the expectations of the consumers through the incorporation of unexpected

niceness and courtesy touches in the overall experience, generating small moments of

happiness (Descola, 2016) which will positively influence the perception, satisfaction,

memories, engagement, loyalty, etc.

3.1.1 How Holistic? According the Cambridge Dictionary (2019) the term holistic is related to the idea of “the whole

of something or to the total system instead of just its parts”.

For this paper, the idea of holistic experience is based on two perspectives.

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First of all, as mentioned in the Charpter 2, tracking that the definitive experience is the result

of a sequence of moments and events during the whole customer journey. Each stage is an

opportunity to give the consumers the right positive reasons to remember this experience,

repeat, return, recommend. This require consciously designing and staging of activities,

situations, encounters and sorts of interactions to make the experience memorable,

extraordinary or really transformative.

So relevant as design the experience at the place when the main services are being delivered

and the clients expectations have to be at least satisfied, is to consider the interactions during

the previous stages when this expectations are being created, and after, when the business

have the opportunity to strength the relationship with the clients, engaging them in the business

values and brand in long term, what is especially relevant in certain hospitality business which

promote closeness and customized relations, such as Agrivilla I Pini.

Secondly, it has been considered that the travel and leisure experience in wine destinations

can be quite multifaceted. Understand it under the holistic perspective is especially relevant to

address the sustainability thematic.

In fact, even the wine as a regional typical product has its own complexity as countians a strong

reference of the producer values system (applied to methods, history, passion) and of the

territory where it is originated (Asero and Patti, 2009), including elements of the soil, climate,

grapes, techniques, traditions, culture, social context, historic, among others.

Regarding the tourism, Hall & Mitchell cit by Salvado & Kastenholz (2017) have seen wine

destinations through the idea of “touristic terroir”, proposing each wine region has its own

appeal based on the combination of physical, cultural and natural elements (pp. 1918). The

authors direct attention to the fact that wine territories has being sold as “rural paradises in

which leisure, cuisine, scenery and outdoor activities provide unique experience, emphasizing

the rural lifestyle and landscape” (pp. 1920).

As a result, multiple components together with the wine direct related elements motivate the

demand, shape and culminate a singular experience: ambience, the surrounds environment,

regional culture and heritage, gastronomy, local terroir appeal, style of local wines and

viticulture or even other complementary touristic activities. This complex “ecosystem” can be

properly and strategic articulated, determining and adding value to the ultimate experience.

This is real in the context of Agrivilla I Pini experience offer as it was detailed in the introduction.

3.1.2 How Sustainable? Originally the sustainability concept is related to ways toward the use and management of

natural resources, protecting and saving resources for the future, reinforcing the “green

economy” as a high level of sustainable development (Descola, 2012). However, ensuring the

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ability of our planet in supporting and fulfilling the needs of next generations (including food,

safety, education, belonging, self-development) as much as the balanced life conditions in the

Earth, is a quite complex aim, it requires the society and each individual rethink many thematic,

attitudes and behaviors including production and consumption, lifestyle, education, nutrition

and healthy, culture, governance, politics or even, spirituality.

The growing of veganism movement for example, which is one of the bases for I Pini

experience, is an answer of the society to the environmental negative impacts of the food chain

and specially the production of animal products such meat, milk, etc., which affect the use of

land, loss of biodiversity, greenhouse emission, water availability, etc.

Regarding travelling and tourism and related activities, terms slow food, slow travel, organic

and cruelty free products, kilometer 0 gastronomy, community agriculture, community-based

tourism, conscious traveling, eco-gastronomy, “eco-agriturismo” has become more and more

frequent in the leisure and tourism patterns. All these models have in common a value proposal

behind which converge value, seduce and invite the consumers to participate in some extend

of sustainable development, appealing for more humanitarian and conscious aspects of the

consumption attitude. In other words, these concepts transform traveling and other situations

during the holiday such as eating and shopping in an experience based in sustainable

principles, with potential to engage, impart knowledge and inspire people to more sustainable

practices or, going further, changing their values and attitudes.

In wine activity, address the sustainability can be challenging. Despite the fact that the industry

has developed technologies, more sustainable processes and rescued more responsible

agricultural and winemaking practices: organic, biodynamic, natural winemaking, eco-labeling,

etc., the wine production is generally based in a monoculture model, for example, which evolve

extensive usage of water, cause contamination of soil, air and water, loss of biodiversity.

Several paradoxes related to the wine as a product are occasionally contradictory to this new

conscious consume mindset. Wine is simultaneously a luxury, fashion item, symbol of status

and, at the same time, a cultural and traditional product, base of the sustenance of many rural

regions; associated with healthy living or, as an alcoholic beverage, harmful and leading to

illness; immerse religious and cultural significance as well associated with hedonism (Hall &

Mitchell cit by Salvado & Kastenholz, 2017)

Experience is one of the most effective ways to address the thematic positively. Furthermore,

in this case, the wine tourism has an important role. The Great Wine Capitals Global Network

recognize every year sustainable initiatives related to the segment. In order to identify

elements that contribute to create a wine related sustainable experience, the author of this

paper has conducted an exploratory non-structured research in the website

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www.greatwinecapitals.com considering a broad overview to the description of the awarded

business in this category in 2019. Some of the sustainable practices highlighted are:

• Organic, biodynamic agriculture;

• Use of traditional winemaking techniques or minimal intervention, experimental

winemaking;

• Sustainable buildings, including cellars (use of recycled materials, alternative sources

of energy, organic architecture integrated with the landscape, technologies applied to

save water and energy);

• Valorization of the landscape, natural surroundings, biodiversity and wildlife;

• Eco trail and implementation of interpretative signage;

• Existence of nature reserves, reforesting with native plants or preservation of natural

areas in the properties;

• Valorization of the local history in tours and tastings;

• Learning applied to the wine experience, hands-on interactive tours;

• Food experience with local ingredients;

• Inclusive wine tastings (for all levels);

• Collaboration with local artists, education toward arts;

• Commitment with the reduction of water usage and CO2 emissions.

Based on Dawes theory, Smit & Melissem (2018) comprehend that the society lives a “social

dilema” in the holidays, inclined to choose personal short-term pay-offs rather than collective

long-terms pay-off. Taking this into consideration, Smit & Melissem (2018) undertakes that

assuming the challenge of designing a meaningful experience based on promoting and

engaging people in sustainable principles should consider:

• Communicating and co-creating with the consumers, once many alternatives practices

(saving energy or water, offering seasonal and local products, etc.) will be possible only if

the guests are prepared and willing to along with and are open to experience new ways to

fulfill their needs;

• Creating a really attractive experience, as fun, exciting and, if possible, cheaper as

unsustainable ones;

• Imparting knowledge. It should be remarked that the lack of knowledge about alternative

options make people follow the most convenient for them, behaving unsustainably. For this

is possible, for example, to create a social context in favor of interaction between staff and

visitors / guests, as much as with other visitors / guests where these subjects can emerge,

or even incorporate storylines to communicate the sustainability message to the guests

(welcome notes for example);

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• Selecting suppliers with the same principles and/or cooperating with suppliers in order to

develop sustainable solutions. For instance, gastronomic experiences with low impact

including organic, seasonal and local food are highly dependent on (occasionally small and

local) suppliers’ network;

• Creating a physical context and carefully selecting smart tangible elements for each

touchpoint of the customer journey, committed in reducing the associated negative

environmental impact of the business. This is especially applied to the building where the

experience is staged and to the materials used in the construction, furnishing, trousseau,

decoration, etc., water and energy sources and their use;

• Addressing the social and economic impact of the business considering the work

conditions, empowerment and well-being of the staff as much as engaging in initiatives that

contribute with the natural world and the quality of life of local community;

• Generating value through creative and social initiatives focused, for example, on education

to address problems and possible solutions, on encouraging people how they can apply

sustainable solutions in their own home and dairy life;

• Orienting the business toward other viable entrepreneurial models that contribute to solve

issues instead to avoid impact, focused on overcome social inclusiveness, collaboration,

equality, cultural valorization, nature rescue.

3.2. Creating empathy toward the customers

Experiences has always an individual, subjective, symbolic character, therefore, more than

knowing and understanding the customer, the aim of this chapter is to weave an empathic

approach toward I Pini current target which will be supporting the following analysis of I Pini

experience and improving propositions. It has considered looking at the actual guests, first

obtaining some insights around their profile, behavior and opinion, then, creating personas

representatives of the main groups or segments of clients for whom the experiences are

addressed.

3.2.1. Customer insights Obtaining insights regarding I Pini current customers has performed considering the following

aspects: the general profile of current visitors (including their interest in wine); their expressed

satisfactions or dissatisfactions aspects with the experience at the hotel; and, finally, findings

and thoughts resulted from the immersion experience during the internship.

Related to the profile data, the sample refers to 63 guests who had been in I Pini during the

internship period, until 10th May. The main results are:

• Mostly of the guests are traveling in couple (89%). Secondary groups are families (with

adult son/daughter) and singles.

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• Average age is 44 years old, with relevance of clients between 29 and 39 years old.

• Mostly are from Germany, Gran Britain and Switzerland (23% each); secondly, Austria,

Italy; and eventually, Netherland, Denmark, United States.

• Average stay at the hotel 4,4 nights. Occasionally clients stay one week or even two.

• 80% consumed I Pini wine, they are regular wine drinkers or open to try I Pini wines as

part of the experience. The consumption of wine per person during the stay is around 11

glasses, resulting in an average of 2,6 per person per day.

• Only 33% of the guests bought some wine in the shop. Considering who have bought, the

average is 4,8 bottles per client.

During the same period, the guests where stimulated to give their feedback about aspects that

have contributed for a positive experience (“things to remember forever”) and aspects to be

improved. The results are organized in the table below:

Table 1: Guest feedback - positive and negative points of I Pini experience

Positive aspects of the experience Negative aspects of the experience and some suggestions

Kindness, good humor, helpful attitude of the staff The cold inside the rooms and the building (applied during some weeks in the beginning of the season)

The food (“delicious”, “excellent”, “brilliant”) Organization needs to improve

Lovely experience in general; the whole experience

Service of shuttle is not offered for guests traveling by public transport

The wines Small variety of wines in the menu; limited drink menu in general

Welcome drink The half board package is expensive for what it really is. Everything is simple and minimalist, it is not clear what are the costs which justify the price charged.

High quality of the facilities Inexistence of a lounge or a cozy area to chill, (besides the swimming pool challises), affect specially raining and cold days

The place is beautiful (landscape, rooms, the Agrivilla in general)

Suggestion to include self-guided walking routes to orient the guests in the garden visit

Lovely and familiar atmosphere Suggestion to create a recipe book to give away

Suggested more comfortable chairs, with mattresses and pillows, in the external areas (swimming pool and terrace)

Some insights from the immersion are mentioned bellow under different thematic.

About the customer profile and purchase behavior:

• In the couples, the women are the decision makers about choosing I Pini;

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• Even though there is no statistics available, it was possible to notice that many guests had

been in the other hotel of the owners La Vimea before. In fact, very few guests had been

in I Pini in the previous year (no repetition rate, new costumer profile). Also, almost none

came by recommendation. In fact, this is a “new business” which needs spread the word;

• The guests are, in general, expert travelers, high demanded in terms of quality and service;

• The veganism theme defines the groups of customers which can be divided in vegan,

vegetarian interested in veganism (mostly) and no one of the options (in general as

companion of vegans or vegetarians).

About expectation x satisfaction factors:

• Mostly of the experience occur outdoor, the landscape has an important “wow” effect,

together with the gastronomy. Also, the satisfaction of the guests is highly influenced by

the weather conditions;

• The expectation is to find authentic Italian and agritourism elements (including the food,

wine and organic garden);

• The guests create high expectation regarding the dinner moment. The fact of having a

“surprising” menu per day, with the guarantee of a creative and responsible vegan kitchen,

is extremely positive. They like do not have to choose what are going to eat and they can

try new thinks. The vegan’s guests, feel relieved in do not have to concern about if the

meal is or not truly vegan or in do not have to ask to the kitchen to substitute ingredients,

something what happens often in their day-by-day life;

• The whole “biotique” concept in which the Agrivilla is based evoke a huge curiosity and

interest. The guests arrive with high expectation and many of them want really to know and

learn more about it once they are there, because they share the “ideal” of this lifestyle;

• The most interested ones make several questions: about the suppliers, farming methods,

water and energy sources. Even being introduced to the concept by the staff, who has a

basic and limited speech prepared, it seems that the guests expect to interact more, see

how it is being practiced and, sometimes, to learn.

About the general experience:

• I Pini experience is co-created day by day through the interaction between the guests and

the staff, in this inspiring place and environment. The way in which it happens, friendly and

spontaneously, has been highlighted by the guests;

• Also, the interaction with other guests influences positively;

• For guests who are in the hotel for many days, the experience has a strict limit between

the boring and relaxing, due few options of activities and interactions, the repetition of some

ingredients in the food (limited by seasonality and other restrictions defined by the owners).

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About wine interest:

• Most of the guests are interested in the wine thematic, or because they drink wine regularly

or as part of the Tuscany experience. Some of the strictest vegan clients (small share of

the current customers), however, are not even sympathetic to the theme, almost avoiding

it. For people interested in wine, the will in joining to tasting and vineyards tour decrease

from the beginning to the end of the stay at the hotel as they try the different wines of the

portfolio during the aperitive and dinner.

3.2.2. Defining “personas” Designing an experience starts from the perspective of the customer. This requires a deep

understanding about the consumer beyond their profile and opinion. It includes approach their

needs, wishes and mindset, what vary enormously in segments and consumer groups.

Moreover, during the experience, each individual interprets the experience according her/him

own expectations, preferences and personal contexts, which influence the experience in itself

as much as the ultimate memory.

Under this perspective, it has been created two different personas (imaginary customers),

representing two different profile of guests recurrent in the hotel. The veganism is determinant

in the differentiation of I Pini client groups. For this project, it was also considered the attitude

and beliefs toward the wine and the representation/selection of guests with certain level of

interest in wine.

The tables 2 and 3 detail the personas 1 and 2 respectively who, at first receive a fictitious

name and general characteristics. From this, it is attributed subjective aspects regarding

mindset (what she/he think?); aspirations (what she/he feels?); social attitude (what she/he

says?); and what is really important for her/him in the context of the I Pini experience (needs).

Lastly, for each profile, some relevant insights are generated to the design or adaptation of the

experience.

Table 2: Defining personas for the I Pini Experience – Persona 1

Persona 1

General profile Sarah Gilmore, 35 years old, lives in London, has been vegan “convict” and activist for six years, lives a conscious and healthy lifestyle (buying organic and vegan, cruelty free products, supporting fair trade, using public transport, etc.), being highly engaged with sustainable issues. She loves to go out for eating, and drinks wine only in special occasions. She avoids regular consumption of alcohol, in general, for health reasons but also due the difficulty on identifying if the wine is vegan or not.

What she thinks?

Believes that her and people’s attitude toward a lifestyle and consumption – extending to travelling and eating - can save the world.

What she feels?

Rewarded in supporting the vegan and sustainability cause, discovering and connecting with places and other people that share the same values.

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What she says?

Her consumption choices are a way to support the cause; she does not care in paying more for products and experiences based on strong values and principles, even though these options are more costly for her.

Needs To live her “Tuscany dream”, through an immersive and authentic travel experience but in a “safe” vegan environment, with vegan people. Perceive value for money.

Insights Tends to be very demanding, she has a lot to contribute to the experience at Agrivilla, including to the experience of other guests, what can be potentialized through a co-creation environment. Expects to feel a sense of belonging but at the same time to live an authentic experience, connecting with the place: cultural production, local/regional artisanal production, sustainable agriculture and Italian traditional gastronomic elements are relevant. In terms of wine experiences, she needs extra stimulus to definitely engage (vegan wine food pairings for example). On the other hand, the experiences can open her mind regarding the wine culture and the alternative responsible consumption.

Table 3: Defining personas for the I Pini Experience – Persona 2

Persona 2 General profile Kathrin Reims, 51 years old, has been vegetarian for some years, lives a mix of

conventional and conscious lifestyle; she opts for organics always she can, drinks wine regularly (for relaxing at home, with her husband, in social dinners and encounters).

What she thinks?

She should contribute more with the global sustainable cause, but how…?

What she feels?

Fun and enjoyment in having a certain level of comfort, at home and when she travels.

What she says?

She is sympathetic to the cause, she does all she can, but it is difficult to be strict or change some habits.

Needs She wishes to feel herself special when she visits or re-visits a place, relax in an exclusive sustainable hotel, with an innovative concept, but high level of quality and comfort, located in the outstanding Tuscany landscape.

Insights Look for exclusivity, customized services and attention, inspirations and small inputs for her dairy life (how to live more sustainable without big renounces). She has to be empowered to fully live the experience, what can result in a self fulfilment feeling or even lead some transformations. She can easily engage in wine experiences as a way to have pleasant and enjoyable moments, the singular food and wine experience drive memorable moments, stories to tell and live again as she tries to reproduce the recipes at home or open a bottle of I Pini wine she had bought.

3.3. Designing and enhancing the customer experience As discussed before, a customer journey incorporates all relevant moments, situations and

encounters shaping the customer experiences, considering prior stages (“aware”, “appeal”,

“ask”), during (“act”) and after (“advocate”).

Based on Smith & Melissem (2018), it is observed that designing these touch points needs to

account aspects such as aesthetics (physical attributes and sensory input linked to a specific

touch), interactions (with the staff, with other customers, for example), performance (related to

the functionality and what it supposed to delivery to the client) and meaning (communicating

and stressing the values and identity of the brand, connecting with the consumers value

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system). Moreover, how each of these aspects influence the achievement of the objectives of

the experience in imparting values based on holistic and sustainable principles.

Based on the persona’s insights, it was defined specific objectives to the personas 1 and 2:

For Sarah (persona 1) the objective is staging a transformative experience, opening her mind

and imparting knowledge through the sustainable and responsible wine production and

consumption. For Kathrin (persona 2) the objective is staging a transformative experience

inspiring easy and enjoyable ways to incorporate sustainable choices and practices. Many

inputs and activities in the Agrivilla can be a channel on this, including wine related.

The analysis of the touchpoints consider: i. satisfaction (sat.), the inclination of the personas

in being more or less satisfied in the touchpoint according a range of five levels of satisfaction

– very satisfied (++), satisfied (+), neither satisfied nor dissatisfied (0), dissatisfied (-), very

dissatisfied (--); ii. the identification of possible satisfiers, potential dissatisfiers, exciters5; iii.

Strategic insights and recommendations about how to prevent dissatisfaction, establish

compensations or exciters in order to generate positive emotions and/or a “wow” effect.

Table 4: Mapping the customer journey and experience analysis: AWARE STAGE

Journey Path Sat. Main aspects of the experience in the touchpoint

Strategic insights and recommendations

Persona

1

Access sites related to green / vegan hotels, restaurants

Access general sites: Airbnb, Booking

+

Satisfiers: beautiful photos and description; presence in the most relevant platforms

Exciters: innovative concept / identity based on vegan and sustainable proposal

Nice aesthetical and meaningful layers have high relevance;

Recommended to work the humanization of the concept, bringing more spontaneous images, stimulate feedback and recommendations, establish conversations and interactions with ex customers and potential ones.

Persona

2

Previous experience in La Vimea

+

Satisfiers: first approach with the “biotique” concept and philosophy; 4 stars level of service, in astonishing natural surround

Exciter: become aware of the possibility to experience similar sustainable and relaxing holiday in the beautiful and sunny Tuscany, strengthen relation with the brand; first approach with I Pini wines anticipating the next experience

The wine can promote the identity of the place and sustainable agricultural practices;

La Vimea staff has to be able to talk about the particularities of the production and the wine, transmit the Tuscany terroir values;

Better explore the label of the wines to promote the Agrivilla (example mentioning the website or a brief description, use of QR code, etc.)

5 According Smith & Melissem (2018) exciters are unexpected event, situation or encounter with a positive influence on the overall satisfaction of the customers.

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Table 5: Mapping the customer journey and experience analysis: APPEAL STAGE

Journey Path Sat. Main aspects of the experience in the touchpoint

Strategic insights and recommendations

Persona 1

Visit website and social media profiles

+ Satisfiers: beautiful and convincing photos and description; clean and intuitive platform; complete information.

Exciter: promise based on authentic rural lifestyle (including vine cultivation and wine production, garden for own food production, etc.). Promise to live the “Tuscany dream” in a “green” way

The website is difficult to reach through search tools (google); it is not dynamic and interactive.

Relevant to bring what people say about the place, integrating with social medias, feedback, etc., in order to be more convincing.

Recommended to reinforce sustainable commitment through the platform, addressing results / positive impact of I Pini business model

Improve the work in social media be more active and spontaneous. Bring the wine thematic (ignored in the social media) to address identity, authenticity and sustainability.

Persona 2 +

Persona 1

Check the price and conditions

Direct contact (phone) in case of doubts

O

Potential dissatisfiers: restrictions for reservation (minimum three nights6); price (higher than other agritourism); staff not prepared to give all information on the phone or to book directly and immediately, requiring a new action from the customer to proceed the booking

Transparency policy applied to the price;

Better prepare the staff through previous script.

Persona 2

Direct contact (e-mail)

Receive an offer

+

Potential satisfiers: personal and friendly approach, informal and positive tone.

Potential dissatisfiers: waiting time for an answer

Organize the team to answer the guests by e-mail, in the same level and tone.

6 According the owner, it is observed that the satisfaction level of the clients increases if they stay at least three days at the hotel, having time to understand the proposal and live the philosophy of the place.

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Table 6: Mapping the customer journey and experience analysis: ACT STAGE

Journey Path Sat. Main aspects of the experience in the touchpoint

Strategic insights and recommendations

Persona 1

Booking through the website platform and receive an immediate confirmation

O

Satisfiers: reasonable performance the platform

Potential dissatisfier: credit card necessary to confirm the reservation but the client is not sure if they are or not charged at the moment of booking

Unexpected interaction during the anticipation and preparation. The client can receive a spontaneous friendly email some days before (exciter element), confirming the booking, certifying time of arrival, possible alimentary restrictions or allergies, reinforce the sustainable message

Persona 2

Confirmation of the booking sending the credit card details

+ Satisfiers: personal confirmation of the booking through a friendly approach

Persona 1

Arrival in the property by public transport

-

Potential dissatisfier: limited options of public transport, no shuttle service from the closest train station (15Km from the property)

Exciter element can be added, the hotel can pay the taxi from the train station (instead to give the discount) stimulating people to use alternative transport method; consider an eco-transport partner.

Persona 2

Arrival in the property by particular car

+

Satisfier: External signage coherent, made in wood, highlighting the main deliveries of Agrivilla

Eco parking

Esthetical improvement of the external area, incorporation of signage with a nice and engaging welcome message

Persona 1

Welcome, check in

++

Satisfier: friendly welcome; check in flexible according convince of the client; first contact with the physical environment (minimalist décor, Tuscany typical architecture, vintage furniture, use of natural materials and elements, such natural flowers, wood, chalk, etc.); welcome paper with all the information about the philosophy and services offered by the hotel.

Exciter: welcome drink; interacting with the staff who will introduce all amazing details about the place (philosophy, physical aspects, sustainable practices); first contact with the astonishing landscape of the property

The landscape and the concept are exciter elements; the interaction with the staff is essential to transmit the values. The staff has to be well prepared and motivated to welcome and host the client.

Opportunity to introduce and strength elements about the wine production and sustainable cultivation, also, introducing the first I Pini wine.

Introducing more design and furniture elements remitting wine culture, recycling sub products of wine production process (old barrels, corks, vine steams, etc.)

Persona 2 +

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Cont. Journey Path Sat. Main aspects of the experience in the touchpoint

Strategic insights and recommendations

Persona 1

Introduction to the room

+

Satisfiers: materialization of the sustainable living with all comfort (rooms well decorated, with Tuscan furniture and Florentine design, sustainable building evident in the chalk and hemps walls, plant-based mattresses, hand-made linen yarn, organic fair-trade trousseau)

Exciter: personal welcome note lived in the room with flowers or fruits from the garden

The guests are still “in ecstasy” when they are introduced to the rooms, the rooms are the materialization of their private world in this Tuscan and Sustainable living;

The welcome note can incorporate a sustainability message and a first invitation to participate on some extra activity, such as the vineyard tour with optional wine tasting.

Persona 2 +

Satisfiers: same than Persona 1.

Potential dissatisfiers: the person will not find amenities in the room (a way to avoid plastic), only soap in bar; the guest has no access to control the temperature; the humidity is high intensifying the sensation of cold (when the weather is cold) or warm (during the warm summer days).

Exciter: same than Persona 1.

Persona 1

First dinner, first night

++ Satisfiers: complete four courses menu, creative kitchen based in local, organic and seasonal ingredients, a truly gastronomic vegan experience; tasty food.

Exciter: introduction of unexpected elements such as wild edible flowers harvested in the surrounds; beautiful plating with a special presentation of the food on the plate.

Necessary to create and sustain a local network in order to guarantee good variety of organic food supply and keep the satisfaction level at the food related touchpoints;

Use of more ingredients from the own garden (currently being renewed). The guests can help to harvest, creating a prolonged gastronomic experience associated with the rural lifestyle;

Offering food and wine pairing experiences could rise new sensations and inputs to the gastronomic experience of the dinners.

Persona 2

++

Persona 1

First breakfast + Satisfiers: rich and diverse vegan buffet, fresh coffee, natural fresh juice prepared at the moment, tea with fresh herbs previously harvested. Possibility to have the breakfast outdoor, enjoying the beautiful view.

Persona 2

+ Satisfier: great buffet, interaction with the staff, flexibility of the kitchen to satisfy the guests preference, observing allergies and other alimentary restriction.

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Cont. Journey Path Sat. Main aspects of the experience in the touchpoint

Strategic insights and recommendations

Persona 1

Look for some authentic program in the surroundings or at the hotel

O

Satisfier: Picnic basket and outside walking if the weather is good

Potential dissatisfier: very touristic? villages in the surroundings, staff people are not local and are not prepared to recommend authentic / different activities besides the common touristic places; few activities being offered in the Agrivilla

Create a local network of places, restaurants, wineries and tour operations who can offer activities / experiences with the same level of quality and values, previous contact in order to prepare the partners to receive the vegan clients of the hotel;

Invite local partners to promote activities at the hotel. Example, a small organic/vegan wine fair and tasting, a ceramic workshop with wine, a photo-art exhibition, etc., these activities will bring local inputs to the experience and promote an integrative environment between the guests;

Promote outside walking and picnics gathering and integrating the guests. Use this environment to promote conversations around sustainability.

Enhance the options of activities around the wine and wine tastings in order to be more flexible and attractive. For example: offer a tour on the vineyards having the wine tasting as optional; promote inclusive wine tastings; options of wine and vegan food pairings; thematic tastings (example mindful tastings or according the moon calendar, introducing the biodynamic approach).

Create a script based on sustainable agricultural practices and methods regarding the wines.

Persona 2

Relaxing at the hotel or look for engage in some activity offered at the Agrivilla

+ Satisfiers: relaxing outdoor in the swimming pool area with a nice/natural landscape, options to engage in vegan cooking classes or wine tastings under bookings.

Potential dissatisfiers: inexistence at the moment of an effective food garden (the food forest project will take some years to produce food), inexistence of alternatives if bad weather conditions; the satisfaction of the guests tend to decrease if the weather is cold or raining, also depending on the length of stay once the experience goes from relaxing to boring.

Daily suggestion activities for the guests, inside or outside the hotel;

Offer wine tastings in the begging of the stay in order to avoid losing the potential interesting of this activity;

Encourage new activities such sensory garden walking, “pick your own fruit”, small workshops about thematic like reduce food waste, for example, fun and informal gatherings, collective picnics.

Build a chill zone indoor under sustainable principles; reinforce the library.

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Cont. Journey Path Sat. Main aspects of the experience in the touchpoint

Strategic insights and recommendations

Persona 1

Dinner and night

+ The satisfaction with the dinner tends to decrease with the time period the guest stays at the hotel. The use of seasonal ingredients can be one of the reasons once make the experience each day very similar.

Potential dissatisfier: lack of Italian cuisine in the experience, repetitive ingredients.

Add new proposal for the dinner: blinding food tastings, food wine pairing dinner, pizza night;

Add more Italian traditional recipes, in a vegan version, such as “La Vignarola”, a typical dish historically connected with grape growers;

Provide the staff with a good script to add historical and cultural value to the dishes.

Persona 2

+

Persona 1

Shopping and Check out, leaving the property

O Satisfaction: friendly and kindly interaction with the staff.

Exciter: little souvenir which can be something from the garden (such herbs), a muffin to take away, delivered with a personal note

Necessary visual improvement of the shopping, including the furniture. It is suggested re-using wine production elements to give some personality to the decoration of this area. Persona

2 O

Table 7: Mapping the customer journey and experience analysis: ADVOCATE STAGE

Journey Path Sat. Main aspects of the experience in the touchpoint

Strategic insights and recommendations

Persona 1

Post on social media O

Potential dissatisfaction: no interaction from I Pini

There is no active action on post sales.

Develop a post-sale program, encouraging the guests to recommend the experience and spread the world, especially in social medias and trip advisor;

Keep in contact and the conversation with the guest through social media, stimulate and engage ex-guests in social media campaigns. For example, encouraging them to post and share how they continue living a “biotique” lifestyle at home;

Send sporadically some recipes (e-mail marketing tool and CRM);

Or even create a collaborative vegan recipe book.

Persona 2

Write an e-mail asking for some recipe

O Satisfier: receive a personal e-mail from the friendly staff with the recipe in a nice design

Sharing I Pini wine with friends

+ Satisfier: Re-live the trip memory through the wine, share it with close friends.

Potentialize and re-design the label of the wine to promote the experience, use eco label and eco bottles.

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4 CONCLUSION Designing relevant and meaningful experiences is a complex task, especially when one

assumes the challenge to balance the business interest and sustainable principles. Agrivilla I

Pini has find a promising path in this direction through the implementation of “biotique” concept.

This paper shows that strengthening the connections with the wine as element of identity,

authenticity and also sustainability brings important inputs for the customer experience and for

the transmission of this “biotique” set of values, even though there is a tendency in the business

management in do not reinforce the wine products and wine culture, looking for “healthy”

alternative products grape based.

Delivering memorable, extraordinary or transformative experiences require, at first, offer basic

services efficiently. The overall experience results from many parts of a puzzle that have to

come together, in the right synergy, in order to reach its purpose, the aim of the experience

has to be clear, orienting the process. This starts with the definition of the type of experience

and how it should impact in the customer. On other hand, basing a business in experience

raises question about how to measure the results, what means if the experience has or not

reached the aims. It seems especially complex when it is intended to lead transformative

experiences.

In the experience equation also counts the subjectivity ported by the customers perception,

requiring a deep approach in their issues. Formal customer researches based on qualitative

methods combined with emphatic methodologies and approaches can enrich the empathy

process. Moreover, it is important to consider that the experience has different echo in each

customer profile or persona, implicating in to find a balance or even synergies to make the

experience operationally viable for the business.

Looking systematically the experience through the lens of design thinking is a promising way

to innovate in tourism and wine tourism related businesses. This process can be improved

through the collaboration and engagement of the staff team, managers, owners and other

players who participate in the experience delivery.

Choosing this methodology has allowed to connect the academic and the professional work. I

Pini owners are quite open to new ideas and contributions, the prospect is prototype and

implement some of the recommendations in the next months of the internship.

Apart some improvements in the customer act moment, it is crucial enhance the experience in

the advocate stage in order to create word to month among the segment target besides

increase loyalty.

Finally, as important as design a meaningful experience is to stage and manage it in order to

guarantee certain level of quality. As mentioned, this is strongly related with the staff. The

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recommendation is to develop a sort of collaborative handbook, introducing the service script,

basic operational procedures, also useful content, important messages, information and tips

to guide I Pini collaborators in the approach and attendance to the guests in different

touchpoints. The idea is not to create a closed or inflexible guideline but organize helpful

content and learnings for the future staff members, generating a minimum standard for the

service in a way that the experience can be improved continuously, season by season.

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BIBLIOGRAPHY Asero, V. & Patti, S. (2009). From Wine Production to Wine Tourism Experience: the case of Italy. American Association of Wine Economists, in http://www.wine-economics.org/aawe/wp-content/uploads/2012/10/AAWE_WP52.pdf Booking.com (2019). Sustainable Travel Report 2019. In https://globalnews.booking.com/bookingcom-reveals-key-findings-from-its-2019-sustainable-travel-report/ Brown, Tim (2010). Design Thinking: Uma Metodologia Poderosa para decretar o fim de velhas ideias. Rio de Janeiro RJ: Elsevier. Descola (2017). Design de Serviços: Criando uma jornada WOW. São Paulo SP: Descola. Descola (2012). Desconstruindo a Sustentabilidade. São Paulo SP: Descola. Fuentes, R.C., Moreni-Gil, S., Gonzalez C.L., Richie J.R. (2015). Designing and promoting experiences in a tourist destination. An Analysis of Research and Action Need. Universidad de Murcia. Cuadernos de Turismo n. 35; pp 435-438 Gilmore, J., & Pine, J. (2002). Differentiating Hospitality Operations via Experiences: Why Selling Services Is Not Enough. Cornelll Hospitality Quarterly. In https://journals.sagepub.com/doi/abs/10.1177/0010880402433009 Kotler, P., Kartajaya, H. & Setiawan I. (2017). O novo caminho do consumidor. In Marketing 4.0: do tradicional ao digital. Rio de Janeiro RJ: Sextante. Marcel, Julie (2018). Trends about resposible wines in France and Worldwide.VINISUD. In https://www.vinisud.com/fr/envoi?download=351:etude-tendances_vinisud...en Report Link Consultancy (2019). Global Sustainable Tourism Market. In https://www.reportlinker.com/p05764050/Global-Sustainable-Tourism-Market.html Smit, Bert & Melissem, Frans (2018). Sustainable Customer Experience Design: Co-creating Experiences in Events, Tourism and Hospitality. New York NY: Routeledge. Salvado, J. & Kastenholz, E. (2017). Sustainable Wine Tourism Eco-Systems through Co-opetition. Revista Turismo e Desenvolvimento n.27/28.

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ANNEXES

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A1. Raw data I Pini Customer Profile

Color key:

123… Only one guest has ordered wine