Shuangyu Xu , Matthew Joseph Bauman , Sandra Sun-Ah Ponting , Lisa Slevitch , Craig Webster , Ksenia Kirillova
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Neolocalism of craft brewery experience: Scale development and validation study
Neolocalism as a conscious effort to actively seek out a sense of place with local communities, has been growing rapidly among craft breweries’ customers in recent years. Oftentimes served as a marketing strategy, neolocalism also aids in local communities’ sustainable development. However, it is unclear what constitutes “local” in craft brewery settings, though in this fast-growing industry, neolocalism has been implemented extensively to attract visitors. So far, assessments of neolocalism have been predominantly conceptual and qualitative, with an empirically validated neolocalism measurement scale unavailable. Taking a mixed-methods approach, this study addressed this gap and developed and validated a neolocalism scale with a two-factor structure (sense of belonging and local roots) to understand what experience elements project the sense of “local” for brewery visitors. This study provides practical implications for craft brewery marketing and visitor experience management.
期刊介绍:
The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation.
In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field.
The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.