What is it about?
The overall purpose of this study was to assess the role that perceived similarity plays in influencing satisfaction, brand loyalty and place loyalty among beer-focused and non-beer-focused tourists. Asheville, North Carolina was chosen as the site for the data collection, as it is a well-known craft beer destination. Overall, a total of 519 completed surveys were collected. Results indicated that the tourists could in fact be split into beer-focused and non-beer-focused, and the structural model results supported the hypothesized relationships between perceived similarity, satisfaction, brand loyalty and place loyalty. However, results of the multi-group analysis indicated that there were no significant differences between the two groups of tourists regarding these relationships thus showing that regardless of the interest of the people visiting the brewery, similarity with others in the brewery influenced satisfaction, brand and place loyalty.
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This page is a summary of: Will travel for beer: An assessment of beer-focused and non-beer focused tourists' perceived similarity, brand loyalty and place loyalty, Journal of Destination Marketing & Management, March 2020, Elsevier,
DOI: 10.1016/j.jdmm.2019.100405.
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