Beer Tourism in Central Kentucky: Identifying On-Site Experience Preferences for Kentucky Brewery Tourists

Abstract

Craft beer tourism, defined as purposeful travel to experience beer culture, taste beers, or tour facilities, is increasing in the US. Although various regions have seen increased craft beer tourism, there is limited information related to beer tourism in the US. To aid in efforts to understand brewery tourists, this research project solicited motivations for visitation and experience preferences of craft brewery patrons in central Kentucky. Researchers developed a visitor demographic profile, noted preferred experiences while onsite, and highlighted specific motivations for visiting breweries. Although exploratory in nature, this information may help breweries in their programming and marketing efforts to increase brewery visitation and revenue.