Motivation, Behaviors, and Travel Activities of Beer Tourists

This paper explores the demand side of beer tourism, in particular the characteristics of travelers motivated by beer experiences using a survey of American leisure travelers (N=562). Travelers motivated by beer (called “beer tourists” or “beer travelers”) can be considered a distinct market segment. They take part in both food tourism (e.g. taking a food or beverage tour) and many general tourism activities (e.g. attending major events, attending performing arts events) at a higher rate than other leisure travelers. This fits within cultural omnivore theory, and beer tourists can be considered ‘cultural omnivores’ participating in activities not solely related with their primary travel motivation. While traveling, beer tourists also reported spending 42% more per day on food and beverage than other leisure travelers, indicating their value to destinations. Practical implications for destinations include cross-marketing and promotion, as beer-motivated tourists spend money across a wide variety of experiences. Theoretical implications are also discussed.