Millennials are not all the same: Examining millennial craft brewery and winery visitors' social involvement, self‐image, and social return
The attraction of craft breweries and wineries for visitors to British Columbia (BC), Canada, has grown significantly in recent years, particularly within millennials. However, little research has been conducted. The present research surveyed millennial visitors across craft breweries and wineries i...
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| Veröffentlicht in: | The international journal of tourism research 2021-01, Vol.23 (1), p.123-133 |
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| container_end_page | 133 |
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| container_title | The international journal of tourism research |
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| creator | Bachman, Jarrett R. Hull, John S. Haecker, Sanja |
| description | The attraction of craft breweries and wineries for visitors to British Columbia (BC), Canada, has grown significantly in recent years, particularly within millennials. However, little research has been conducted. The present research surveyed millennial visitors across craft breweries and wineries in BC. A total of 359 usable surveys were collected. Results found that although craft brewery and winery visitors had similar demographics, significant differences were found in all three social factors measured. In addition, the conceptual relationships between social involvement and self‐image congruency, as well as social return, were significant. Recommendations and implications for researchers, marketers, and industry professionals are discussed. |
| doi_str_mv | 10.1002/jtr.2400 |
| format | Article |
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| ispartof | The international journal of tourism research, 2021-01, Vol.23 (1), p.123-133 |
| issn | 1099-2340 1522-1970 |
| language | eng |
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| source | EBSCOhost Business Source Complete; Access via Wiley Online Library |
| subjects | Breweries British Columbia Canada craft beer tourism culinary tourism Millennials self‐image congruency social return wine tourism Wineries & vineyards |
| title | Millennials are not all the same: Examining millennial craft brewery and winery visitors' social involvement, self‐image, and social return |
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