Inaugural Events and Beer Tourist Behavior: Capitalizing on the Craft Beer Movement

Abstract

The craft beer movement has resulted in an increased number of beer festivals. Consequentially, many event organizers, groups, and individuals have sought to capitalize on this movement by hosting inaugural beer festivals. This article proposes a multidimensional conceptualization of perceived value specific to beer festivals incorporated into a model for beer tourist behavior by exploring the staging of an inaugural beer festival hosted in a rural community located in Southeastern New Mexico (USA). A mixed-methods approach incorporates depth interviews and questionnaire data. In-depth interviews with 10 attendees provide supplementary information not obtained from the questionnaire. Sixty attendees completed the questionnaire resulting in a 34% response rate. Researchers performed an exploratory factor analysis and regression analyses to test the models. The multidimensional conceptualization of perceived value and the elements comprising servicescape significantly impact satisfaction. Additionally, satisfaction impacts intentions to purchase and to visit. Furthermore, theoretical and practical implications regarding (1) festival organization, (2) marketing to attendees, and (3) marketing to vendors are discussed to benefit both academicians and event organizers, groups, and individuals hosting inaugural events in general and inaugural beer festivals in particular.