The application of enduring involvement theory in the development of a success model for a craft beer and food festival

Abstract

PurposeThe purpose of this research paper is to examine whether enduring involvement theory plays a role in predicting craft beer and food festival visitors' experience of the festivalscape. Though craft beer and brewing is a growing area of research, there has been limited studies and theory application in this area. Around the world, craft breweries are increasing in number and producing more unique styles of beer as the demand for craft beer increases. Craft beer consumers visit many of these breweries and are attracted to craft beer festivals in which they can sample multiple local, regional, national and international craft beers.Design/methodology/approachA quantitative methodology was used based on data collected at the site of the festival. Researchers collected 204 useable surveys from visitors attending the North Miami Brewfest in North Miami, Florida, USA. Structural equation modeling was employed to examine the relationships among enduring involvement, festivalscape, satisfaction, revisit intention and word-of-mouth.FindingsThe results revealed that enduring involvement is significant in predicting all four factors of festivalscape (food/beverage quality, convenience, facility and festival staff). The festivalscape factors facility, food quality and festival staff predicted festival attendee satisfaction which in turn predicted both revisit intention and word-of-mouth. However, the festivalscape factor convenience did not influence satisfaction.Research limitations/implicationsThe authors surveyed only one festival in one region in South Florida. Further studies can survey multiple festivals in multiple regions to increase the generalizability of the research model. Enduring involvement theory could be applied to other niche areas in hospitality and tourism in the future (in addition to craft beer tourism).Practical implicationsCraft beer festival organizers should appeal to craft beer clubs, breweries and publications to attract those with a commitment to the craft beer industry to their event. People with an enduring, lasting commitment to craft beer are more likely to have a positive experience of the festivalscape at the event. Lastly, festival organizers should focus on the festivalscape factors facility, festival staff and food and beverage quality to influence satisfaction at the event.Originality/valueThis project applies enduring involvement theory in a festival setting. The research is further unique by adding enduring involvement as a predictor of festivalscape experience.

Craft beer – a systematic literature review and research agenda

“…The development of new recipes and the use of social media have been the most common types of innovation (Alonso et al , 2018). Beckman et al (2020) explain how CB festivals promote craft brewing in some regions.…”

Innovation in agricultural and county shows: conceptualising the e-eventscape

“…Some element of gamification could be used to increase engagement; for example voting for “people's favourites” in the animal Shows, home-participation in cookery classes and quizzes or educational “treasure-hunts” could all increase interaction and promote learning about different features of rural life. However, we accept that the recreation of the full sensory experiences of tastes, smells sounds and social interaction described by the festivalscape literature (Beckman et al , 2020) cannot be fully recreated in an online Show. Enhanced visitor interactivity at online Shows combining home-based activities with online participation and conversation is essential for their future development and wider community-building.…”

“…An eventscape can be viewed as a construct combining the tangible elements of an event with the experiences provided (Tattersall and Cooper, 2014; Carneiro et al , 2019). The festivalscape literature further emphasises the atmosphere created at the event (Mason and Paggiaro, 2012; Beckman et al , 2020), but the complexity of the experiences that form a visitors sensation of the atmosphere are much more difficult to recreate online.…”

Applications of Experience Economy in Craft Beer Tourism: A Case Study in Thailand’s Context

“…The craft beer tourists are motivated by various elements featured in the festival such as food, facilities, and entertainment. At the festival, tourists have the opportunity to taste craft beers from multiple breweries in one stop [23]. In turn, the brewers can explain product details directly to the consumers, which leads to the promotion of sales.…”

“…In the case of the TBF, the craft beer entrepreneurs constitute one of the salient elements that attracted attendants to the festival. As festivals are events that bring brewers and craft beer brands together, it allows attendants to have close communication with these entrepreneurs [23]. Evidence from an online source showed that one Instagram account posted several images of herself with various brewers at TBF.…”