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Abstract

This chapter presents a case of Seattle and Portland craft brewers’ use of tourism practices to support their pursuit of market penetration. Little research has been conducted in this area, so this study aimed to explore how and why craft brewers encourage visitors to their breweries. Barriers to enter the tightly controlled US beer market encouraged brewers to find alternative methods of delivering their beer to consumers such as brewery tasting rooms, craft beer events and developing a craft beer culture supported by social media. All the interviewees adopted these tactics, but they did not track their visitors or collaborate with tourism organizations. The chapter adds to our understanding of how tourism practices have helped craft brewers build brand awareness and distribution channels but finds that brewers must address visitor needs to ensure a sustained tourism partnership.

Item Type:	Book Section
Authors/Creators:	Dunn, A
Keywords:	tourism, craft breweries, business strategy
Publisher:	Palgrave Macmillan
Copyright Information:	Copyright 2017 The Editors and The Authors
Related URLs:	UTAS Profile: Dunn, A
Item Statistics:	View statistics for this item

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