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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.

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.

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.

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.

This study provides insights into the most salient elements of the Costa Rican bar servicescape/barscape (atmosphere). This is done qualitatively via six focus groups, six expert interviews, and six on-site observations. Results indicate that servicescape elements traditionally covered by the literature are of secondary importance. Participants instead emphasized social elements (other patrons, staff), supplemented by ambience elements (music, lighting, colors, noise, air, odors, scents). Moreover, the underlying socialization interest steered ambience preferences. Results support the increasingly important social servicescape notion. Generalizing traditionally studied servicescape elements across cultures and hospitality settings, as conventionally done, may result suboptimal. Commonalities might exist. However, research should be specifically contextualized to gain more nuanced servicescape understandings. Relating servicescape preferences to macro, meso, and micro considerations further enhances how servicescapes are understood. This study is the first to explore Latin-American barscapes. Notably, it expressly links servicescape preferences to patronage motives. It thereby uncovers why certain servicescape elements become important.