Przestrzeń miejsca czy przepływów? Toskania jako benchmark współkreowania pola znaczeń dla turystyki winnej
Tourism destination or tourism flow? Tuscany as a benchmark of wine tourism meaning field co-creation

Summary/Abstract: There is a need to extend the classical approach of creation of a tourism destination. Therefore, the paper shows that in wine tourism destination like Tuscany more significant role is played by the harmony between intangible and unsubstantial value flows (e.g. knowledge, aesthetics and symbolic ones) and tangible and substantial tourism infrastructure. For that reason the traditional tourism destination should not be treated only in the limited reflection of tourism infrastructure investments. According to network analysis, it is absolutely indispensable to transform single regional products (e.g. particular tourism attraction) into collaborative ones, that means into the co-creation of regional identity, recognizable in most places where tourists are supposed to have a visit. Each of them as well as each interaction (during client service processes) should be designed as a matter of symbol, history and tradition transfer.

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