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Millennials are not all the same: Examining millennial craft brewery and winery visitors' social involvement, self‐image , and social return
Author(s) -
Bachman Jarrett R.,
Hull John S.,
Haecker Sanja
Publication year - 2020
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.2400
Subject(s) - craft , winery , demographics , advertising , marketing , social media , usable , tourism , psychology , sociology , business , geography , visual arts , art , political science , demography , law , archaeology , wine , world wide web , computer science
The attraction of craft breweries and wineries for visitors to British Columbia (BC), Canada, has grown significantly in recent years, particularly within millennials. However, little research has been conducted. The present research surveyed millennial visitors across craft breweries and wineries in BC. A total of 359 usable surveys were collected. Results found that although craft brewery and winery visitors had similar demographics, significant differences were found in all three social factors measured. In addition, the conceptual relationships between social involvement and self‐image congruency, as well as social return, were significant. Recommendations and implications for researchers, marketers, and industry professionals are discussed.