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Article

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

Research Institute for Languages and Cultures of Asia, Mahidol University, Nakhon Pathom 73170, Thailand
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Academic Editors: Susan Ryan and Jacob Bethem
Sustainability 2021, 13(18), 10448; https://doi.org/10.3390/su131810448
Received: 8 August 2021 / Revised: 3 September 2021 / Accepted: 14 September 2021 / Published: 19 September 2021
(This article belongs to the Special Issue Impacts and Sustainability of Tourism, Hospitality, and Events)
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. View Full-Text
Keywords: craft beer tourism; experience economy; entrepreneur experience; Thailand craft beer tourism; experience economy; entrepreneur experience; Thailand
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MDPI and ACS Style

Chirakranont, R.; Sunanta, S. Applications of Experience Economy in Craft Beer Tourism: A Case Study in Thailand’s Context. Sustainability 2021, 13, 10448. https://doi.org/10.3390/su131810448

AMA Style

Chirakranont R, Sunanta S. Applications of Experience Economy in Craft Beer Tourism: A Case Study in Thailand’s Context. Sustainability. 2021; 13(18):10448. https://doi.org/10.3390/su131810448

Chicago/Turabian Style

Chirakranont, Rangson, and Sirijit Sunanta. 2021. "Applications of Experience Economy in Craft Beer Tourism: A Case Study in Thailand’s Context" Sustainability 13, no. 18: 10448. https://doi.org/10.3390/su131810448

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