The Untapped Motivations of Craft Beer Festival-goers
I don’t know when the last time was I saw a beer fest using real-glass tasting vessels.
As we move into festival season here in the Northern Hemisphere, I thought it appropriate to review why some folks decide to attend these festivals. The study I focus on in this review breaks down the main motivations of attendees, and their particular “drinking group”.
TLDR: You’re more likely to be motivated by intoxication if you frequently drink (WOW!)
A nine-factor measurement was developed to understand beer tourists' motivations for attending festivals.
Three main types of beer tourists were identified: frequent, casual, and infrequent drinkers.
Confirmatory factor analysis and structural equation modeling were used to validate the measurement.
Frequent drinkers were more likely to attend festivals for intoxication.
Novelty, socializing, and trying new things were found to be less motivating for frequent drinkers.
Introduction:
Beer festivals have become increasingly popular, drawing in tourists and craft beer enthusiasts from near and far. But have you ever wondered why some people are so keen on attending these events? To get to the bottom of this, a recent study (Hodge et al., 2021) looked into what motivates people to attend craft beer festivals and how these motivations vary depending on their drinking habits.
Unraveling Motivations:
The researchers worked on creating a way to accurately figure out why people go to beer festivals. They came up with nine key factors that, together, explained about 71% of the reasons behind attendees' motivations. The study also found that there are three main groups of beer tourists: those who frequently drink craft beer (more than once a month), casual drinkers, and infrequent drinkers.
To understand these motivations better, the researchers used advanced statistical methods, such as confirmatory factor analysis (CFA) and structural equation modeling (SEM), to confirm that their measurement tool was accurate and reliable. One surprising finding was that frequent craft beer drinkers were more likely to go to beer festivals to get intoxicated than casual and infrequent drinkers. While you might think that frequent drinkers would be more interested in trying new things, socializing, or experiencing a unique event, the study found that they were actually less motivated by these factors.
Supporting Research:
Other studies have also looked at the motivations of festival-goers, like Crompton and McKay (1997), who found that people attend festivals for various reasons, including relaxation, escaping daily routines, and spending time with family and friends. Yuan et al. (2005) also found that people who attend wine festivals are motivated by factors such as entertainment, wine tasting, and education.
By understanding the motivations of beer tourists, event organizers and the beer industry can make beer festivals even better for attendees. Catering to the needs and preferences of different types of beer tourists will help these events continue to thrive and attract more and more people to the exciting world of craft beer. Additionally, understanding and implementing robust safety measures to protect intoxicated patrons is crucial to successful events.
References:
Hodge, M. G., Torsney, B. M., & Paris, J. H. (2021). Ticket to intoxication: Exploring attendees' motivations for attending craft beer events. Leisure Studies, 40(3), 281-295. https://doi.org/10.1080/02614367.2021.1948591
Kline, R. B. (2015). Principles and practice of structural equation modeling. Guilford publications.
Crompton, J. L., & McKay, S. L. (1997). Motives of visitors attending festival events. Annals of tourism research, 24(2), 425-439.
Yuan, J. J., Cai, L. A., Morrison, A. M., & Linton, S. (2005). An analysis of wine festival attendees' motivations: A synergy of wine, travel and special events? Journal of Vacation Marketing, 11(1), 41-58.