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

Purpose 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. Design/methodology/approach 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. Findings 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. Research limitations/implications As a qualitative single-case study, the findings are analytically transferable rather than statistically generalizable, suggesting the need for comparative and mixed-method research. Practical implications The results inform wine tourism providers on designing authenticity-oriented experiences aligned with Generation Z’s expectations. Originality/value 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.