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

Rangson Chirakranont and Sirijit Sunanta
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Rangson Chirakranont: Research Institute for Languages and Cultures of Asia, Mahidol University, Nakhon Pathom 73170, Thailand
Sirijit Sunanta: Research Institute for Languages and Cultures of Asia, Mahidol University, Nakhon Pathom 73170, Thailand

Sustainability, 2021, vol. 13, issue 18, 1-23

Abstract: With Thailand as a context, this study explores the applications of Pine and Gilmore’s experience economy framework in two forms of craft beer tourism, namely brewpubs and festivals. A three-pronged qualitative research design is used wherein data was collected through observations, interviews ( n = 26), and netnography ( n = 203). The findings revealed that both forms of craft beer tourism implement four dimensions of the experience economy in different measures. Esthetic and escapist dimensions benefit from natural, scenic settings and a man-made environment. In addition, they advance the framework by proposing the dimension of entrepreneurship, which orchestrates the entertainment and education elements that enhance tourists’ experiences. The application of the experience economy framework is a useful strategic approach for craft beer tourism which can be applied in niche or special interest tourism, while also providing a significant influence on destination marketing and sustainable development.

Keywords: craft beer tourism; experience economy; entrepreneur experience; Thailand (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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