Abstract
The creation of wellness values in wine tourism is at the heart of this chapter based on two distinct value generation approaches: service-dominant and customer-dominant logics that prevail in the service marketing arena, reflecting divergent worldviews. This chapter investigates which logic dominates the establishment of wellness values. Moreover, in attempting to better understand the factors that drive its creation, an inductive technique was used to make four breakthroughs. First, the study of wine tourism has expanded into wellness value development, increasing the scope of both wellness tourism and wine tourism. Second, this chapter reveals that the wellness value of wine is not intentional but rather based on individuals, with wine firms and wineries co-creating this value. Third, "wine," "reality and life" and "intangible culture" are variables found in this study that contribute to the establishment of wellness values. Finally, the proposed framework makes three additional contributions. Meanwhile, online and offline data collection offer a richer picture of the service providers' sphere.