Applications of Experience Economy in Craft Beer Tourism: A Case Study in Thailand’s Context

With Thailand as a context, this study explores the applications of Pine and Gilmore’s experience economy framework in two forms of craft beer tourism, namely brewpubs and festivals. A three-pronged qualitative research design is used wherein data was collected through observations, interviews (n = 26), and netnography (n = 203). The findings revealed that both forms of craft beer tourism implement four dimensions of the experience economy in different measures. Esthetic and escapist dimensions benefit from natural, scenic settings and a man-made environment. In addition, they advance the framework by proposing the dimension of entrepreneurship, which orchestrates the entertainment and education elements that enhance tourists’ experiences. The application of the experience economy framework is a useful strategic approach for craft beer tourism which can be applied in niche or special interest tourism, while also providing a significant influence on destination marketing and sustainable development.

Wybrane atrakcje w turystyce piwnej. Przykład Czech i Polski

Microbreweries and beer tourism are a good example of the „neolocalism” turn in the globalized world. As a reaction to the unified beer offer of the large transnational brewery groups, there is a clear increase of the consumers’ demand for the bigger diversity of the beer offer. Seeking for the new beer styles in unique places – the beer tourism – is targeted not just to the microbreweries, but also to multitap restaurants with the large beer offer and to the beer festivals. The goal of this paper is to map the growing popularity of these beer tourism destinations in the Czech Republic and Poland and also among the big cities and smaller municipalities, and to compare the openness to the foreign beer brands and styles among the consumers in both countries.

Creating Opportunities for the Development of Craft Beer Tourism in Serbia as a New Form of Sustainable Tourism

Beer may not be the oldest alcoholic beverage, but it is definitely among the most popular alcoholic beverages in Serbia today. The authors conducted a survey in 2019, during three major beer festivals, on a total sample of 542 festival visitors. The authors set the goal of the research: sensory preferences, habits, knowledge of the beer production process and a healthy lifestyle influence the choice of beer type, in respondents older than 18 years. Further, the goal was to investigate the extent to which craft tourism can be developed in Serbia, and to be an aid in sustainable tourism development. SPSS software, version 26.00, was used for data processing. Descriptive statistical analysis determined the average values for all items from the given research groups. The authors considered that, for determining the group of factors, which may have the strongest predictor power in predicting beer choice, the best results can be given by Binary Logistic Regression. The logarithm of chances, chances and probabilities has also been determined whether in some future period all festival visitors over the age of 18 will be chosen for craft beer instead of factory beer. The obtained results show that visitors mainly consume craft beer, and that sensory tendencies play a leading role in preserving and creating quality, as well as attracting regular consumers and visitors to craft tourism. The importance of the research is undoubtedly seen in resolving the existing doubts about the quality of beer and creating a craft tourist market in Serbia. In addition, the research can improve the measures around the creation of a recognizable identity of the Serbian beer festival, on the wider tourist market.

The Influence of the Growth of the Number of Microbreweries on the Use of Farmland and on the Cultivation of Hops in the Czech Republic: A Case Study

The purpose of this study is to express the perspective of development of the hop field area in connection with the growing number of microbreweries and the popularity of special beers in Czechia. Czech beer is a concept all over the world, it comes not only from 45 large industrial breweries, including world-famous breweries from Pilsen, Prague or České Budějovice, but is also produced in more than 480 small breweries (microbreweries), many of which are traditional family businesses. With a consumption of 141 L per person in 2018, the Czechs are among the world’s largest beer consumers and they have already surpassed even the Irish and Germans. The research performed confirmed the validity of the hypothesis about a slight positive effect of the growth in the number of microbreweries and the production of special beers on the extent of the hop field area in Czechia. In addition to the interpretation of new beer styles, this article also discusses the emergence of new aromatic hop varieties, the development of beer tourism and new sales opportunities for hop growers.

OPPORTUNITIES FOR THE DEVELOPMENT OF BEER TOURISM IN UKRAINE

The article describes the current state of development of beer tourism in Ukraine. In particular, the theoretical aspects of the development of beer tourism are studied: the ambiguity of approaches to the interpretation of the concept of beer tourism is pointed out; the subspecies of beer tourism are singled out and the main components of the beer tour are indicated in terms of their difference from other types of tours. The main variants of classifications of types of beer as the main product of beer tourism on the following signs are described: according to GOST 29018−91; GOST 3473-78, depending on the mass fraction of dry matter in the initial wort and the method of fermentation (the so-called international classification of beer). According to opinion polls, the key parameters of a typical portrait of the average beer consumer, and, consequently, a potential customer of a beer tour are given − gender, age, place of residence, consumer wealth, volume and location of consumption, preferences on type, price and packaging of beer. The economic indicators of the beer industry in Ukraine in the last decade are characterized: the causes and consequences of the beer crisis in Ukraine in 2013-2014, the activities and portfolios of beer brands of key players in the beer market of Ukraine − corporations SUN InBev Ukraine, Carlsberg Ukraine (Carlsberg Ukraine), Oasis CIS («First Private Brewery») and Obolon. The possibilities of craft brewing in Ukraine are analyzed, a brief description of the key craft breweries of Ukraine (VARVAR, PRAVDA Beer Theater, Collider, Tsypa Brewery, Bierwille, White Rabbit, Andrii’s Craft Brewery, K&F Brewery) is given. The information on top locations of beer tourism by regions and the main beer festivals and events of the country is systematized. Problems and perspective directions of development of domestic beer tourism are defined. It was found that the scale of beer tours in Ukraine is not well studied, however, with proper organizational work, beer tourism and, accordingly, beer tours in the country can significantly replenish the amount of tax revenues to local and state budgets, which will lead to effective policy and business revival. activity that will affect the national economy.

The attitude of Czech university students to beer consumption from microbreweries

The questionnaire survey was focused on the relation of university students of generation Z in the Czech Republic to beer from microbreweries. The survey involved 1,103 respondents from among Czech university students. 1,004 respondents complied with the survey conditions (they had to belong to university students and consume beer). Although 98% of beer consumed in the Czech Republic is from industrial breweries, it has turned out that the proportion of students who consume beer from industrial breweries and microbreweries is almost the same. As for beer from microbreweries, students prefer classic beers of the Pilsen type. So far, these do not circulate in beer tourism in larger quantities. The respondents agree that beer tourism will compete successfully with wine tourism. For beer tourism to develop successfully, microbreweries must also offer catering, accommodation, and other services; beer baths are in high demand at present. The economic benefits of microbreweries are in several areas – they integrate into tourist destinations, use local raw materials for beer and food preparation, create new jobs, enhance abandoned breweries and contribute to the development of rural areas.

Craft Beer Tourism in Thailand

The craft beer movement and craft beer tourism are a new global phenomenon that has reached various parts of the world. However, the literature on craft beer tourism mostly focuses on traditional origins of craft beer in Western countries—the US, Australia, and European countries. This research note illustrates how a study of the Thai craft beer movement and craft beer tourism could contribute to the existing body of knowledge. The consumption of non-Western people in non-Western places has been underrepresented in the literature of food and beverage tourism. The craft beer movement has spread to Thailand via urban middle-class Thais who brought the passion for and knowledge of home brewing from the West to Thailand. Brewing lessons, brewery visits, and craft beer events/ festivals have functioned as community building activities for Thai craft beer enthusiasts as well as the main craft beer distribution channel. Craft beer consumption continues to grow despite the Thai alcoholic production law that prohibits home brewing. For future studies, different craft beer tourism activities in Thailand should be analyzed for 1) the adoption of the experience economy framework, 2) the formation of the consumption community, 3) the roles of various stakeholders who differentially contribute to and benefit from craft beer tourism activities, and 4) the role of foreign tourists in the development of craft beer tourism in Thailand.

Possibilities for Developing Beer Routes in Slovakia

The last 30 years of brewing history in Slovakia were the most turbulent ones. They were influenced by the liquidation of some beer production as well as privatization, integration and acquisitions of global beer producers. As a reaction to the uniform taste of beer produced by the global producers, numerous small craft breweries emerged in Slovakia trying to return the specific beer taste to the regions. Their importance may also be involved in the development of popular beer tourism through beer routes in addition to the fragmentation of the Slovak brewing industry. The aim of this paper is to evaluate the potential of Slovakia for the development of beer routes. The examination and assessment of the possibilities of creating beer routes in Slovakia required considering the historical context first, and then establishing a database comprising the list of craft breweries in Slovakia and the list of places where beer festivals are organised. Correspondence with the President of the Association of Small Independent Slovak Breweries was used for this purpose. Such a database was then verified, supplemented and compared to the database developed by our team based on information from field research, telephone interviews with thirty representatives of breweries, and an analysis of websites of Slovak breweries. The database was further transformed into space, using a map of isolines (equidistant) expressing the mutual distance of the craft breweries. In compiling the results, dynamic-comparative methods and cartographic presentation methods were also used. All together, we identified 70 craft breweries and proposed three beer routes thanks to their spatial distribution.

Motivation, Behaviors, and Travel Activities of Beer Tourists

This article explores the demand side of beer tourism, in particular the characteristics of travelers motivated by beer experiences using a survey of American leisure travelers (N = 562). Travelers motivated by beer (called "beer tourists" or "beer travelers") can be considered a distinct market segment. They take part in both food tourism (e. g., taking a food or beverage tour) and many general tourism activities (e. g., attending major events, attending performing arts events) at a higher rate than other leisure travelers. This fits within cultural omnivore theory, and beer tourists can be considered "cultural omnivores" participating in activities not solely related with their primary travel motivation. While traveling, beer tourists also reported spending 42% more per day on food and beverage than other leisure travelers, indicating their value to destinations. Practical implications for destinations include cross-marketing and promotion, as beer-motivated tourists spend money across a wide variety of experiences. Theoretical implications are also discussed.