Generation Z and the quest for authentic experiences: insights from wine tourism

This study aims to examine how Generation Z tourists pursue authentic experiences in wine tourism in Vietnam, an emerging destination in the global wine market, using the experience economy framework and authenticity theory. A qualitative approach was adopted, with semistructured interviews conducted with 28 Generation Z tourists at the RD Wine Castle in Lam Dong. Data were analyzed using thematic analysis. Generation Z tourists construct authenticity through the interaction of immersive, educational and aesthetically engaging experiences, particularly when these are grounded in local cultural narratives and facilitate personal meaning-making. Authenticity emerges not as a fixed attribute, but as a co-created experiential perception shaped by emotional engagement and interpretive processes. Key themes include educational enrichment, aesthetic immersion, culturally embedded authenticity and existential self-expression. As a qualitative single-case study, the findings are analytically transferable rather than statistically generalizable, suggesting the need for comparative and mixed-method research. The results inform wine tourism providers on designing authenticity-oriented experiences aligned with Generation Z’s expectations. This study extends experience economy and authenticity perspectives to an emerging wine tourism destination, offering insights into Generation Z’s experiential evaluations beyond traditional wine regions.