Rural Craft Beer Tourism: Consumer Attributes And Regional Economic Impact

Abstract

The main objective for this study was to collect baseline data to analyze the economic impact of the craft beer market and craft beer tourism in the southern Illinois region of the US. To determine the economic impact of the craft breweries in southern Illinois, data were analyzed using an IMPLAN input–output model from the nine counties where the 18-member Southern Illinois Beer Trail (SIBT) association reside. Additional data were collected from a convenience sample of visitors to a destination brewery in southern Illinois. Results of the economic impact model indicated total consumption of beer, malt liquor, and nonalcoholic beer was about $100 million in 2016 with foreign exports of $1.3 million. In the nine counties, the total local brewery output was $19 million. For the destination brewery, females, Gen-Xers, singles, higher education, and loyalty had higher log odds of revisiting the brewery. The craft brewery industry has among the highest employment ripple effect in the economy when compared to industries such as winery and full-service restaurants. Visitors and locals were statistically different in several respects, notably visitors constituted five times the direct and indirect economic impact effects as compared to locals. Results indicate distinct opportunities for members of a craft beer trail to work collectively and "tap" into the reputation of a destination brewery to promote and attract visitors to a regional craft beer tourism market.