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Predicting intentions to visit microbreweries and investigating beerscape

Allison Carr (School of Hospitality and Tourism Management, Oklahoma State University, Stillwater, Oklahoma, USA)
Yeon Ho Shin (Department of Human Nutrition and Hospitality Management, The University of Alabama, Tuscaloosa, Alabama, USA)
Kimberly Severt (Department of Human Nutrition and Hospitality Management, The University of Alabama, Tuscaloosa, Alabama, USA)

International Journal of Culture, Tourism and Hospitality Research

ISSN: 1750-6182

Article publication date: 30 September 2019

Issue publication date: 29 October 2019

221

Abstract

Purpose

This study aims to examine the predictors of microbrewery consumers’ intentions to visit microbreweries using an extended theory of planned behavior (TPB) and to assess the gaps between attribute importance and performance by performing importance-performance analysis (IPA) on the beerscape measure.

Design/methodology/approach

A self-administered questionnaire was administered to visitors of microbreweries within a southern US state. A total of 200 responses were selected based on completion and were analyzed using structural equation modeling and an IPA analysis.

Findings

Self-identity, attitude and perceived behavioral controls were found to be significant predictors of microbrewery consumers’ intentions. The subjective norm was insignificant following the addition of self-identity. Furthermore, the beerscape was not a significant predictor of microbrewery consumers’ attitudes. The IPA found that microbreweries should improve beer value, beer cost, variety of beers and the embodiment of local culture in the atmosphere.

Originality/value

To the researcher’s knowledge, this is the first quantitative study to successfully apply the TPB framework and develop the beerscape in the microbrewery context. The results of this study provide useful information to microbrewery owners and operators, which ultimately helps them serve their consumers more effectively.

Keywords

Citation

Carr, A., Shin, Y.H. and Severt, K. (2019), "Predicting intentions to visit microbreweries and investigating beerscape", International Journal of Culture, Tourism and Hospitality Research, Vol. 13 No. 3, pp. 303-320. https://doi.org/10.1108/IJCTHR-11-2018-0160

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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