Abstract
Food and drink tourism has long been regarded as an important component of the tourism experience, where food and drink consumption provides the local cultural or authentic experience the tourist seeks. However, food and drink tourism has now transformed from an important component of the travel experience into the primary reason for destination selection. While local food and drink has often been used to develop rural tourism and secure the associated positive impacts to rural economic development, food and drink tourism has been under-researched. Previous studies have primarily focused on wine, used qualitative measures, and have examined tourist psychographic variables on a limited basis. Hence, this study examines the demand for drink tourism in the US Intermountain West through 700 in-person tourist surveys conducted at key tourism destinations (ski resorts, airports, national and state parks, and tourist information centers) bordering Utah, Nevada, Idaho, and Colorado in 2013 and 2014. Through cluster analysis, respondents are grouped into three sets (non-drink tourists, moderate-drink tourists, and high-drink tourists) and then the respondent demographic characteristics and interests, including travel-related preferences of each group, are compared.
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