Can craft beverages shape a destination's image? A cognitive intervention to measure pisco-related resources on conative image

Claudia Gil Arroyo, Carla Barbieri, Whitney Knollenberg, Carol Kline

Research output: Contribution to journalArticlepeer-review

Abstract

Assessing potential tourists' perceptions is vital to build a destination image and brand capable to attract new and repeated visitors. The increasing popularity of craft beverage tourism in recent years is incentivizing destinations to (re)design their offerings and (re)brand their image based on their craft beverages. This study investigated how the image of an emerging craft beverage tourism destination (Ica, Peru) is formed among potential tourists by inducing cognitive image (knowledge presented through picture-text dyads) of Ica's iconic resources, staple craft beverage (pisco), and resources associated with its production. Additionally, it measured the impact of local resources' characteristics, affective image, and personal characteristics on conative image (interest to visit and willingness to recommend) at different intervention stages. Results indicate that pisco-related resources are powerful enough to motivate travel, and that the characteristics of a mix of resources should be combined with beverage-specific information when developing branding strategies for craft beverage tourism destinations.

Original languageEnglish
Article number104677
JournalTourism Management
Volume95
DOIs
StatePublished - Apr 2023
Externally publishedYes

Keywords

  • Affective image
  • Cognitive image
  • Craft beverage tourism
  • Emerging destination
  • Induced knowledge

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