EXPLORING THE CRAFT BEER EXPERIENCE IN SERBIA: THE CONSUMER PERSPECTIVE

Danijela Pantović; Marija  Kostić; Marijana Seočanac; Dušica Cvianović; Jovana Davidović

doi:10.59267/ekoPolj2403909P

Authors

Danijela Pantović University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja, Vrnjačka Banja, Serbia https://orcid.org/0000-0001-8605-8614
Marija Kostić University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja, Vrnjačka Banja, Serbia https://orcid.org/0000-0001-8105-8033
Marijana Seočanac University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja, Vrnjačka Banja, Serbia https://orcid.org/0000-0001-7232-3624
Dušica Cvianović PhD student, University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja, Vrnjačka Banja, Serbia https://orcid.org/0000-0002-5220-465X
Jovana Davidović PhD student, University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja, Vrnjačka Banja Serbia https://orcid.org/0009-0004-8002-2636

DOI:

https://doi.org/10.59267/ekoPolj2403909P

Keywords:

craft beer, experience, customer loyalty, visitors

Abstract

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.

Downloads

Download data is not yet available.

References

Alonso, A. D. (2011). Opportunities and challenges in the development of microbrewing and beer tourism: A preliminary study from Alabama. Tourism Planning and Development, 8(4), 415–431.

Andrei, J. V., & Darvasi, D. (2012). Perspectives and challenges in financing the new Common Agricultural Policy, a new paradigm. Journal of Food Agriculture & Environment, 10 (1):904-907.

Aquilani, B., Laureti, T., Poponi, S., & Secondi, L. (2015). Beer choice and consumption determinants when craft beers are tasted: An exploratory study of consumer preferences. Food quality and preference, 41, 214–224.

Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785–804. https://doi.org/10.1016/S0160-7383(99)00108-5

Betancur, M. I., Motoki, K., Spence, C., & Velasco, C. (2020). Factors influencing the choice of beer: A review. Food Research International, 137, 109367.

Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57–71. https://doi.org/10.2307/1252042

Brown, G., & Getz, D. (2005). Linking wine preferences to the choice of wine tourism destinations. Journal of Travel Research, 43(3), 266–276. http://doi.org/10.1177/0047287504272027

Bujdosó, Z., & Szűcs, C. (2012). Beer tourism – From theory to practice. Academica Turistica – Tourism and Innovation Journal, 5(1), 103–111.

Camargo, G. A., Mieli, J., Prati, P., Ormenese, R. D. C. S., & Schmidt, F. L. (2012). Quality and sensory evaluation of beverage of assai and passion fruit enriched with unripe banana pulp. RETEC Ourinhos, 5, 80–92.

Carvalho, N. B., Minim, L. A., Nascimento, M., Ferreira, G. H. D. C., & Minim, V. P. R. (2018). Characterization of the consumer market and motivations for the consumption of craft beer. British Food Journal, 120(2), 378–391. http://doi.org/10.1108/BFJ-04-2017-0205

Chen, Q., & Huang, R. (2019). Understanding the role of local food in sustaining Chinese destinations. Current Issues in Tourism, 22(5), 544–560. http://doi.org/10.1080/13683500.2018.1444020

Cohen, J. (1988). Statistical power analysis for the behavioral sciences. Lawrence Erlbaum Associates.

Donadini, G., & Porretta, S. (2017). Uncovering patterns of consumers’ interest for beer: A case study with craft beers. Food research international, 91, 183-198.

Flack, W. (1997) American microbreweries and neolocalism: “Ale-ing” for a sense of place. Journal of Cultural Geography, 16(2), 37–53. https://doi.org/10.1080/08873639709478336

Francioni, B., Curina, I., Hegner, S. M., Cioppi, M., & Pencarelli, T. (2022). Managing brand equity in the brewing sector. British Food Journal, 124(13), 501–519. https://doi.org/10.1108/bfj-10-2021-1160

Füller, J., Hutter, K., & Faullant, R. (2011). Why co-creation experience matters? Creative experience and its impact on the quantity and quality of creative contributions. R&D Management, 41(3), 259–273. https://doi.org/10.1111/j.1467-9310.2011.00640.x

Gajić, T., Popov R. J., Blešić, I., Aleksić, M., Vukolić, D., Petrović, M. D., Yakovenko, V. N. & Sikimić, V. (2021). Creating opportunities for the development of craft beer tourism in Serbia as a new form of sustainable tourism. Sustainability, 13(16), 8730. https://doi.org/10.3390/su13168730

Gómez-Corona, C., Escalona-Buendía, H. B., García, M., Chollet, S., & Valentin, D. (2016). Craft vs. industrial: Habits, attitudes and motivations towards beer consumption in Mexico. Appetite, 96, 358–367.

Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/mtp1069-6679190202

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/ebr-11-2018-0203

Hassler, U., & Kohler, N. (2014). Resilience in the built environment. Building Research & Information, 42(2), 119–129.

Haven-Tang, C., & Jones, E. (2005). Using local food and drink to differentiate tourism destinations through a sense of place: A story from Wales-dining at Monmouthshire’s great table. Journal of Culinary Science & Technology, 4(4), 69–86. http://doi.org/10.1300/J385v04n04_07

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8

Homburg, C., & Giering, A. (2001). Personal characteristics as moderators of the relationship between customer satisfaction and loyalty: An empirical analysis. Psychology & Marketing, 18(1), 43–66.

Howat, G., & Assaker, G. (2013). The hierarchical effects of perceived quality on perceived value, satisfaction, and loyalty: Empirical results from public, outdoor aquatic centres in Australia. Sport management review, 16(3), 268–284.

Hunt, H. K. (1977). CS/D-overview and future research directions. In K. Hunt (Ed.), Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction (pp. 455–488). Marketing Science Institute, Cambridge.

Kalenjuk, B. (2014). Vojvodina kao destinacija gastronomskog turizma [Vojvodina as a gastronomic tourism destination]. Doctoral dissertation. University of Novi Sad.

Kim, Y. G., Suh, B. W., & Eves, A. (2010). The relationships between food-related personality traits, satisfaction, and loyalty among visitors attending food events and festivals. International journal of hospitality management, 29(2), 216–226. http://doi.org/10.1016/j.ijhm.2009.10.015

Kraftchick, J. F., Byrd, E. T., Canziani, B., & Gladwell, N. J. (2014). Understanding beer tourist motivation. Tourism Management Perspectives, 12, 41–47. http://doi.org/10.1016/j.tmp.2014.07.001

Krogmann, A., Mróz, F., Nemčíková, M., Dvořáková Líšková, Z., Dubcová, A., & Oremusová, D. (2020). Possibilities for developing beer routes in Slovakia.

Studies of the Industrial Geography Commission of the Polish Geographical Society, 34(3), 36–52. https://doi.org/10.24917/20801653.343.3

Lee, S, Kim, W., & Kim, H. (2006). The impact of co-branding on post-purchase behaviors in family restaurants. International Journal of Hospitality Management, 20(2), 245–261. http://doi.org/10.1016/j.ijhm.2005.04.008

Manis, K. T., Chang, H. J. J., Fowler, D. C., & Blum, S. C. (2020). Inaugural events and beer tourist behavior: Capitalizing on the craft beer movement. Event Management, 24(2-3), 311–334. http://doi.org/10.3727/152599519X15506259856525

Mason, M. C., & Paggiaro, A. (2012). Investigating the role of festivalscape in culinary tourism: The case of food and wine events. Tourism Management, 33(6), 1329–1336. http://doi.org/10.1016/j.tourman.2011.12.016

Mora, D., Solano-Sanchez, M. A., Lopez-Guzman, T., & Moral-Cuadra, S. (2021). Gastronomic experiences as a key element in the development of a tourist destination. International Journal of Gastronomy and Food Science, 25(3), 100405. https://doi.org/ 10.1016/j.ijgfs.2021.100405

Oliver, R. (1997). Satisfaction: A behavioral perspective on the consumer. McGraw Hill, New York.

Oliver, R., & Burke, R. (1999). Expectation processes in satisfaction formation: A field study. Journal of Service Research, 1(3), 196–214. https://doi.org/10.1177/109467059913002

Orth, U. R., McDaniel, M., Shellhammer, T., & Lopetcharat, K. (2004). Promoting brand benefits: the role of consumer psychographics and lifestyle. Journal of consumer marketing, 21(2), 97–108.

Pizam, A., & Tasci, A. D. (2019). Experienscape: Expanding the concept of servicescape with a multi-stakeholder and multi-disciplinary approach. International Journal of Hospitality Management, 76, 25–37. https://doi.org/10.1016/j.ijhm.2018.06.010

Popescu, G., Istudor, N., & Zaharia, A. (2019). Sustainable food research trends in EU during 2009 and 2018: bibliometric analysis and abstract mapping. Calitatea, 20(S2), 511-516.

Plummer, R., Telfer, D., Hashimoto, A., & Summers, R. (2005). Beer tourism in Canada along the Waterloo-Wellington ale trail. Tourism Management, 26(3), 447–458. https://doi.org/10.1016/j.tourman.2003.12.002

Roberts, L., & Sparks, B. (2006). Enhancing the wine tourism experience: The customers’ viewpoint. Global wine tourism: Research, management and marketing, 47–55. http://doi.org/10.1079/9781845931704.0047

Sarstedt, M., Hair, J. F., Pick, M., Liengaard, B. D., Radomir, L., & Ringle, C. M. (2022). Progress in partial least squares structural equation modeling use in marketing research in the last decade. Psychology & Marketing, 39(5), 1035–1064. https://doi.org/10.1002/mar.21640

Schmitt, B. H. (1999). Experiential marketing. Journal of Marketing Management, 15(1-3), 53–67.

Schmitt, B. H. (2003). Customer experience management. Hoboken, NJ: Wiley & Sons.

Seočanac, M. (2024). PLS-SEM: A hidden gem in tourism research methodology. Hotel and Tourism Management, 12(1), 115–131. https://doi.org/10.5937/menhottur2400005S

Snoj, B., Korda, A. P., & Mumel, D. (2004). The relationships among perceived quality, perceived risk and perceived product value. Journal of Product & Brand Management, 13(3), 156–167. http://doi.org/10.1108/10610420410538050

Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/s0022-4359(01)00041-0

Taar, J. (2014). The best culinary experience. Factors that create extraordinary eating episodes. Procedia - Social and Behavioral Sciences, 122, 145–151. http://doi.org/10.1016/j.sbspro.2014.01.1317

Tombs, A. G., & McColl-Kennedy, J. R. (2002). Beyond the servicescape: Customer to customer interactions in the social servicescape. Australian and New Zealand Marketing Academy Conference.

Yeoman, I., & McMahon-Beattie, U. (2016). The future of food tourism. Journal of Tourism Futures, 2(1), 95–98. http://doi.org/10.1108/JTF-12-2015-0051

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302