Abstract
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.
Highlights
Case Study in Thailand’s Context.Craft beer is produced by craft breweries which are typically small and independent [1]
The popularity of craft beer has contributed to the development of craft beer tourism in many parts of the world as well as in Thailand
In Thailand, craft beer businesses have flourished in recent years, which is associated with the increase of craft beer tourism forms
Summary
Case Study in Thailand’s Context.Craft beer is produced by craft breweries which are typically small and independent [1]. The particular characteristics of craft beer include having a distinct flavor as well as a unique brand name and label [2]. The craft beer movement started in the late. 1970s and has been followed by the rise of microbrewers owing to the ease of supplies and knowledge of beer brewing. Brewers around the world offer a wide variety of craft beers, which reflect the transformation of beer consumption and the entire industry. The UK, for instance, devotes itself to traditional high-quality real ales which inspired the global craft beer industry [3]. The Italian craft beer industry, for example, grew 97.6 percent within four years with the number of microbreweries rising from 206 in 2008 to 407 in 2012 [4]. A region that has a long history of beer production, influences the style of craft beer in the
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
