"Saborea (Tasting) Lanzarote": Building the foundation of a new food and wine event through collaborative efforts
Taylor & Francis
Faculty of Business and Law
School of Business/Markets and Services Research Centre
Apart from sun, beaches, warm weather, and volcanic landscapes, Lanzarote Island is home to very traditional foods, as well as wine growing and production methods dating centuries. Recently, collaborative efforts between different local stakeholders, including the local wine sector, hospitality businesses, and government agencies have sought to position and integrate the wines with the island's traditional food products and cuisine. In referring to and extending collaboration theory, this study examines the experiences of a recently established wine and food event, "Saborea Lanzarote" (Tasting Lanzarote) from the perspective of different actors and participating businesses. Interviews with 17 different stakeholders, including winery managers and restaurateurs, were conducted to identify potential benefits, challenges, and future opportunities related to the event. The findings strongly suggest the importance of creating synergies among local businesses, suppliers, and other entities. Further, several elements of collaboration theory, such as domain orientation, action or decision, and autonomy, are identified. The implications of the apparent sense of collaboration for the local wine, food, and tourism sectors are discussed and future research avenues are suggested.