Research on the path of wine culture and tourism integration driven by digital intelligence technology under the perspective of value co-creation

Digital intelligence is a key force driving the upgrading of the cultural and tourism industry. To fully explore the mechanisms and paths of the integration of the wine industry and cultural tourism, based on the theory of value co-creation and the service-dominant logic (SDL) theory, an "experience-service" dual-driven model of the wine cultural tourism industry integration driven by digital intelligence technology was constructed. Through a case study of the Changyu Wine Culture Museum, the practical paths of consumer experience reconstruction and multi-subject collaboration were explored. The results showed that the value co-creation of wine culture and tourism could be achieved through the reshaping of consumer experiences in sensory immersion, emotional resonance, cognitive deepening, and behavioral participation, as well as the digital intelligence technology driven aspects of rule co-construction, virtual-real integration, data driven, and ecological collaboration. The value co-creation model of wine cultural tourism industry integration driven by digital intelligence technology included three dimensions: the phased characteristics of technological evolution, the dynamic transformation of subject roles, and the spiral appreciation of cultural value, achieving a value co-creation path with the government, enterprises, and consumers as the main subjects. The case study results of the Changyu Wine Culture Museum showed that brand cultural appreciation and sustainable industrial development could be achieved through the three paths of rule governance, scene reconstruction, and ecological collaboration. The conclusion of this study provided a theoretical basis and practical example for the digital intelligence transformation of the wine industry.