EXPLORING THE CRAFT BEER EXPERIENCE IN SERBIA: THE CONSUMER PERSPECTIVE

One of the main things driving the growth of culinary, or more accurately, beverage tourism, is the “beer revolution,” or the proliferation of craft beer production. Investigating the reasons and perceptions of tourists about the beer tourism experience is vital in the lack of comparable studies. The purpose of this study is to add to the extremely little that is currently known about Serbia’s beer tourism industry. Authors specifically looked at the factors that affect craft beer experience and customer loyalty among craft breweries’ consumers. Considering that consumers of craft beer have different motivations, it was discovered that craft beer experience has a positive but the lowest impact on perceived quality.