4.1. Entertainment Experience
Entertainment has been a vital form of experience and used in various tourism businesses. The entertainment experience happens when tourists passively adhere to activities or performances offered at the destination. Effective entertainment must grasp and occupy the individual’s attention, and allow them to participate [
39]. Forms of entertainment commonly provided at the destination involve art, music, and amusement activities. Many beer festivals increase their number of visitors by offering entertainment features. Music is a typical entertainment experience provided in beer festivals, while competitions such as judging and drinking beers are also popular for beer events depending on the organizer and destination [
69].
Entertainment has always been a crucial experience at festivals. Various entertainment elements were featured at the TBF, with the two main ones being music and games, in addition to socialization. First, live music was the main entertainment activity presented on the stage throughout the event. The bands and singers were selected according to the festival-goers’ ages, which ranged from teenagers to young adults, and were key attractors for joining the event as well. Furthermore, the stage was used to organize a beer ambassador contest. This activity allowed each beer brand and stall to send a female beer promoter to attend the contest. Sixteen contestants participated in this activity which drew a lot of attention, cheering, and yelling from the audience. Several games were also spotted both on the stage and at beer stalls. On the stage, the activity of the game was about craft beer knowledge questions, where participants would receive a reward or souvenir if they replied with the right answer. MCs of the event were influential motivators who diligently persuaded the audience’s engagement. Accordingly, similar games were brought to entertain at beer stalls with different degrees of questions and rewards. Such beer knowledge questions created a combination of education and entertainment which has been described as “edutainment” [
44]. Moreover, in the game zone, various game and entertainment booths such as beer pong, shooting games, and henna tattoos were observed to provide an amusement experience at the event. These activities created a lively atmosphere and attracted many people to join. Following excerpts from social media elaborated several forms of entertainment provided in the festival.
Let’s go on the 2nd of November, they’ve got Earth Patravee [the singer] and beer! What a perfect combo!
(FB3)
The rain didn’t make it any less fun. Noi [the singer] was utterly powerful, every song was good and very entertaining.
(IG11)
Secondly, a festival is an event for socialization where people with the same interest come to fraternize. In particular, as craft beer festivals accumulate different stakeholders from the craft beer sector, it is also the place to meet up with craft beer community members. As one participant who owns a craft beer bar and frequently attends beer festivals mentioned:
I have a good time when I go to the beer events. I go there to see the community, my customers, brewers, and suppliers, and to get more relationships with them. I used to only hang out in the event but now I go with the name of the bar. It’s another way to tighten a relationship.
(I12)
Entertainment experiences were also emphasized at CB. However, the experience elements differed from those at the TBF. Although live music was also present, it was, however, different. Unlike festivals wherein the bands and musicians constituted a key highlight of the event, the single acoustic band playing at CB served more as background music to enhance the ambiance of the place. Due to limited space at the premise, the brewpub was mainly occupied with tables and chairs. Hence, only a small corner in the dining area was orchestrated for the band. Nevertheless, to make it fun, occasionally visitors would be invited to join the singing in return for a free pint of beer. As noted by a few participants:
We arrived at 16:00 when the band starts playing.
(TA7)
They have live music in the evenings…. not too loud and surprisingly good talent.
(TA8)
Lovely atmosphere with live music and a mix of local and farang [foreigners].
(GR83)
An important entertainment feature at CB, however, is related to socialization. With a remarkable location, the riverside bar provides a scenic view that sets out for a wide range of visitors. Many came with friends or individuals while some came as a family with youngsters. Furthermore, due to the limited number of seats, sometimes visitors had to join a table with others, with who they made friends eventually. Thus, CB is a unique place where customers with the same interests get together and meet new friends. As comments in the social media mentioned:
You will find a bunch of beer lovers from around the world (sometimes foreigners take over the place!) so you can expect a friendly and casual atmosphere there.
(GR120)
Overall, the entertainment dimension played an important role at the TBF, wherein various entertainment forms—light and sound, partying with friends—contributed to a positive dynamic atmosphere. This resonated with the study by Axelsen and Swan [
70], which found a strong relationship between the atmosphere of a festival and increased tourists’ satisfaction. Conversely, alternate and distinct entertainment elements were provided at CB. As highlighted above, a genuine ambiance tied to socio-environmental variables has made CB a special destination for fostering authentic social connections and interactions—whether in the form of fraternizing with close friends and family, meeting new and interesting strangers, or engaging with members of the craft beer community–amidst a local setting overlooking a river view and cultural landscape [
71]. The limited but quality selection of craft beers offered at CB also provides for an exciting visit. Brewpubs in urban areas, which do not possess similar scenic views or socio-environmental conditions, can try to create enjoyment by introducing entertainment activities, such as beer drinking competitions, whilst instilling a friendly and lively atmosphere that enhances social ties. This is because enjoyment is an essential factor that indicates how beer tourists choose their destination, and determines the success of the business [
10].
4.2. Educational Experiences
Educational experiences enable tourists to increase general and/or specific skills and knowledge while actively participating in events or activities at a tourism destination [
39]. Several educational activities, including beer tasting, beer and food pairings, and hops or barley selection for the beers were reported in extant studies as key forms of craft beer tourism experiences [
7,
72]. While beer tasting and selecting ingredients for the beers can be organized in craft breweries, beer and food pairings can be done in brewpubs or restaurants that offer a beer-themed lunch.
At the TBF, two educational activities were identified: beer tasting and provision of craft beer knowledge. Generally, beer tasting is a common form of beer tourism activity found in beer events and during brewery visits [
7]. A walk into the TBF exposes visitors immediately to an array of beer stalls lined up with people eager and excited to taste the beer offerings. Beer tasting was offered in every beer stall, some providing up to ten different beer styles. Consequently, the beer tasting attracted a number of visitors to crowd around the stall, which increases the chance to promote and sell the product. Substantially, craft beer knowledge was provided along with the beer tasting. Since craft beer is a relatively new kind of alcoholic beverage and is produced with different types of ingredients and flavors, delivering education on craft beer knowledge is extremely necessary. Since there are numerous beer styles introduced to the market, bestowing product knowledge encourages purchasing demand from visitors.
Nevertheless, knowledge does not derive solely from the beer stalls, but from meeting with others in the event. For instance, one participant mentioned that he received an educational experience from exchanging ideas with other festival attendants. He further explained:
I went to the beer festival with a big group of friends. When we got there everyone separated and went to different booths. After we tried several beers, we got back together and started talking about what we just had, some were good and some were not quite … not only the taste but we also evaluated the color and ingredients of the beers.
(I18)
On the other hand, three prominent forms of education experiences could be identified at CB: beer introduction by the owner, beer tasting, and brewing lessons. First, a regular sight when visiting CB is the scene of Chit, the owner of CB, either standing by the bar and recommending different types of beers or walking around the brewpub introducing beers to the visitors. Unlike other brewers, Chit possesses the strong characteristics of being friendly, approachable, charismatic, and inspiring. These traits, combined with his fame as the legendary godfather of craft beer in Thailand, make the encounter between him and visitors even more meaningful. As noted by a few participants:
Chit can speak very good English and is happy to talk with anyone about his beers and brewing beer in general.
(TA15)
With a friendly bartenderwho is also the owner, you get to learn a lot about Thai craft beer.
(GR72)
Chit Beer is a must-go, it is a legendary place. I don’t only go there for the beer, but I also want to see Chit who is the icon of the Thai craft beer movement.
(I25)
Furthermore, beer tasting is also an essential experience at CB, which is similar to the beer stalls at the TBF. However, at the bar, it seemed to be busier and crowded with groups of customers waiting to order their beverages. As a consequence, the degree of education experience provided at the bar tends to focus on the product detail (e.g., ingredients used and beer flavor) rather than the beer knowledge (e.g., the brewing technique). Regarding one tourist’s review, it was mentioned that:
They change beer kegs with different flavours every few hours, but they are all worth trying out and it is guaranteed that they will have a beer that you like.
(TA7)
Additionally, CB is a prominent place for craft beer brewing lessons, as it is considered the first craft beer brewing academy in Thailand. At CB, the area is divided into a bar and kitchen, dining area, and brewing academy. The brewing academy is designed exclusively for building an educational experience. It aims to provide education for both serious and leisure homebrew by using modified kitchen equipment for the lesson instruction.
The place also has a “beer academy” where the truly committed can learn the ins and outs of craft beer brewing.
(TA8)
I searched for information on google and found that Chit Beer offers brewing lessons. I took the class and realized that it’s not difficult like I thought. Chit makes it easy. All you need is a big pot of water adding malt and hop, filter it add yeast, and ferment you get a beer.
(I4)
In comparison, the cases of the TBF and CB show that craft beer operators in the two tourism forms—festival and brewery—have the enthusiasm to deliver educational experiences to their customers. The education experience is a salient element that is fundamentally provided through beer tasting, craft beer knowledge, and brewing lessons. Basic information on craft beer products is also an essential component. Since craft beers have a wide range of characteristics and flavors and are produced from a variety of ingredients, disseminating more understanding of product knowledge could be a positive influence on craft beer purchasing. In addition, small businesses such as craft beer pubs and bars can apply this strategy in their premises to increase the opportunity of selling their products [
73]. Given that educational experience is provided by a person, it is beneficial to build a relationship between businesses and customers, or even better, between the brewers and visitors. Therefore, creating strong and long-term relationships with the customer can help build a fence to prevent potential competitors and sustain long-term profitability as well as customer retention [
74].
Overall, the educational experience is presented in the absorption axis which can be interpreted as “occupying a person’s attention by bringing the experience into mind” [
75] (p. 31). However, delivering an educational experience to tourists requires various strategies because the level of individual experience absorption may be different. In craft beer tourism, experience absorption is a complex phenomenon and is defined by individual motivations and backgrounds [
10]. To heighten the tourist’s experience absorption, craft beer operators could adopt theoretical strategies proposed by Ellis, Freeman, Jamal, and Jiang [
76]. They suggested that heightened “levels of relaxation and pleasure” and elimination of “active thinking” are associated with the increase of “attention, motivation, and emotion”, which could enhance an individual’s level of experience absorption [
76] (p. 102). In this sense, easy-listening music tends to be more suitable for both tourism forms.
4.3. Esthetic Experience
With regards to the esthetic experience, tourists immerse themselves in a scenic environment and ambiance at the destination. Sightseeing tourist activities are commonly associated with esthetic experiences [
39]. An ale trail that involves visiting several breweries in one trip, for example, provides a unique craft brewery experience wherein tourists get to tour the facilities and taste different types of beer. Tourists are also encouraged to taste the local cuisine and immerse themselves in the rural landscape scene, adding to a memorable experience [
8].
An esthetic experience was identified in both the TBF and CB in different measures. Unlike the beer trails which benefited from the natural environment, the TBF offers an esthetic experience by using man-made elements. In particular, all of the construction, such as beer stalls, food stalls, and the entertainment stage, were designed and built according to the event’s theme. Tak, a festival manager, explained the process:
We hired a team to take care of the creative design. Since we plan to organize the event every year, the stage, decorations, and decorative materials were designed to be reused.
(I24)
The TBF was designed under an industrial theme, using old shipping containers for the decoration to create a rustic feel that resonated well with craft beer. Because the event was organized at a fully functional entertainment complex, parking spaces, restrooms, public transportation, and other services were already made available. The ambiance at the event was covered with a lively atmosphere which was the result of the sound from live music, the scent of food from various food stalls, and several promotional activities from beer stalls. Correspondingly, one festival-goer commented on how she perceived the esthetic experience from this event as casual and laid back.
What I like the most were the friendly atmosphere and the lawn in the middle which you can lay down and relax.
(IG8)
The atmosphere and environment dimensions represented at the festival can be described as a festivalscape, which directly affects tourists’ experiences [
77,
78,
79]. The festivalscape refers to heterogeneous and intangible elements that stimulate an individual’s sensorial receptors [
80]. For instance, ambiance, sound from live music, the scent of food, and venue decoration are elements that provide an esthetic experience to attendees. Hence, the perception of experience occurs when an individual responds to those surrounding elements.
On the other hand, the esthetic dimension of CB gains its advantage from the natural environment and surrounding scenic atmosphere. CB is located at Ko Kret, which is a small island in the Chao Phraya River, north of Bangkok. The island is renowned for being a community-based tourism destination. Highlights on the island include pottery production, local Thai cuisine, and Buddhist temples. Thus, a trip to CB requires tourists to take a boat and walk through the local community. The façade of CB is the Chao Phraya River, which all customers can enjoy along with their fresh craft beer. This riverscape is one of the reasons that customers extended time at and immersed themselves with the esthetic atmosphere at CB. As several participants noted:
The bar is located next to the Chaopaya river which makes the atmosphere cool and easy-going.
(GR72)
“Once we arrived there, we were so surprised! the bar is straight on the river and it was all full of people, which was incredible because the island was looking desert!”
(TA20)
From the researcher’s observations, it is astonishing to see CB being packed on every single visit. Several online reviewers, however, shared that it made the place lively and sociable. Inevitably, sometimes an overcrowded customer can impede individual enjoyment. Chit, therefore, decided to expand the pub in his own creative way that enhanced the esthetic experience. He mentioned:
We serve a high number of guests but sometimes the seats at the bar are not enough. Since we are by the river, I am expanding the number of seats onto a boat. It will be docked next to the existing bar and can contain around 60–70 guests.
(I1)
Beer tourists equally appreciate the esthetic experience provided at the TBF as well as CB. In wine tourism, Bruwer and Alant [
81] indicated that wine tourists perceive esthetic pleasure through the winescape. With the winescape, it benefits from the locale’s natural landscape that incorporates important wine-related factors, namely rural landscapes, countryside vineyards, and wine tasting rooms [
82]. Dissimilarly, in Thai craft beer tourism, it is arguable that the beer tourists increase esthetic experience from both man-made and natural atmospheres. For instance, the festivalscape at the TBF assembled various man-made elements, such as music, food, and activities, to create a favorable environment that promotes a memorable experience for tourists. In addition, the riverscape at CB, which is not a beer-related factor, can also reinforce tourists’ satisfaction. The craft beer business operators can apply these considerations in their business. For example, craft beer bars in urban areas that do not possess any natural scenery can design a man-made vigorous atmosphere to strengthen the customers’ esthetic experience. The esthetic experience relates to all aspects of experience, therefore, increasing the esthetic dimension affects overall tourists’ experience [
39,
44]. Consequently, the inclusion of man-made and natural elements underpins the Thai craft beerscape.
4.4. Escapist Experience
The escapist experience is similar to other domains of experience that provide different measures of amusement and relaxation. However, the escapist experience requires high immersion and participation where tourists diverge themselves into the difference. In addition, escapist experience in tourism is a vehicle for a tourist to escape from their daily life by providing “actual performances or occurrences in the real or virtual environment” [
39] (p. 121).
According to the aforementioned experience characteristics at the TBF and CB, the escapist experience can be seen through the activities and atmosphere delivered at both beer tourism forms. At the TBF, beer tourists experienced a wide range of craft beers from numerous beer stalls, which was a conglomerate of different craft beer brands. Tasting various choices of craft beer at a particular destination did not occur in the ordinary craft beer outlets; thus, it can be a motive for tourists to attend the festival. Moreover, participating in several activities organized in the festival allow the tourist to be immersed in the festival environment and be involved in a different stage of activities. Tak denoted that the beer list and variety of beers in the festival are influential factors that can motivate tourists to attend the event.
The beer list is the most important factor that attracts numbers of the attendant. We must provide what they are looking for. In the beer festival, if the attendants see the beer list on the first day and are not happy, they would not come back for the second day. It indicates the success of the festival.
(I24)
In addition, a post from one festival attendant mentioned the beers, especially of those she has not tasted. Such a variety of beers allows tourists to experience new tastes which differ from their routine life.
The beers were cheaper than any other place and I found many craft beers that I never tried before in this event.
(IG15)
Ascribed to its location, CB, on the other hand, stimulates the tourists’ visitation by the environment of a suburban setting. The authentic scene in a different lifestyle and society encourages tourists’ escapist experiences in which they would break away from their routine life. Furthermore, the scenic figure of the bar and surroundings create an impulse for beer tourists to take a trip to it. Concerning the operating day which opens only Saturday and Sunday, CB is a relaxing place for visitors to having a weekend getaway.
Recommended for a lazy afternoon weekend drinking super cold beers and listening to live music.
(TA3)
Chill out with friends with the best music and cold beer on Saturday afternoon.
(GR10)
Plus, participating in several activities such as taking a boat to the island, experiencing local cuisine, and walking through the local community initiate the tourists’ involvement at the destination. Such activities attracted the city dwellers who seek an urban getaway.
Beautiful location, out of the way but worth the trip, and probably location is a big part of how they get away with doing what they do. Viva Chit!!!
(GR8)
The brewery is located on the island Ko Kret so it takes a little bit of work to get there. But this is one of the best getaways you can do from Bangkok’s crazy life.
(TA18)
The escapist experience has been a positive influence on tourists’ motivations hence it was practiced at both the TBF and CB. The TBF applied a “virtual environment” to create a pull factor in its destination [
39] (p. 121), while CB implemented an authentic environment as a motivation factor for tourists who want to immerse themselves in suburban surroundings [
43]. Given that escapist experiences are constructed by the following criteria: escaping from daily routine, “immersing into destination”, and participating in activities, they can be applied in any craft beer operation [
39] (p. 122). In this respect, craft beer businesses can provide an escapist experience in their premises regardless of whether the location is in an urban or rural area. To illustrate, a brewpub could be established in a historic building or site to recreate highly participatory and immersive involvement with the architectural structure [
83].
The four domains of experience have been presented in two craft beer tourism forms in different measures. Fundamentally, the immersion and absorption in the hedonistic atmosphere and participation in particular activities have enhanced tourists’ satisfaction. Based on the research findings, the craft beerscape in Thailand does not benefit only from the natural essence of suburban or rural settings but also gains pleasure by utilizing a man-made environment. Accordingly, craft beer businesses may adopt the resources they possess to generate the four Es in order to maximize the customer’s experience. However, there was one significant tourist experience element that emerged from the analysis which could be implemented to increase the overall experience at the destination.
4.5. A Proposed Fifth Domain of Tourism Experience
Entrepreneur experience, in this study, refers to the entrepreneurs or business owners being the experience themselves, which occurs through consumers assimilating with them. Although not included in Pine and Gilmore’s experience economy model, the role of the entrepreneur as the experience was a notable theme that emerged through the findings. This study proposes that the entrepreneur experience deserves its own standing as a separate experience domain, even though it can be noted that the entrepreneurs are also held responsible for staging the entertainment, educational, esthetic, and escapism experiences. The proposed framework is illustrated in
Figure 2. Entrepreneur experience is supported by extant studies relating to tourists–host interactions which suggest that entrepreneurs and business owners are a crucial driver that enhances the tourist experience [
84]. The creation of activities and the environment by the owner influences the individual experience. The total experience depends on how such creations can capture the attention of and increase engagement from an individual [
85].
In the case of the TBF, the craft beer entrepreneurs constitute one of the salient elements that attracted attendants to the festival. As festivals are events that bring brewers and craft beer brands together, it allows attendants to have close communication with these entrepreneurs [
23]. Evidence from an online source showed that one Instagram account posted several images of herself with various brewers at TBF. This could imply that festival attendees were not only having a pleasant time from the entertainment and the surrounding atmosphere but were also engaged in a delightful experience connecting with the entrepreneurs. In addition, the interview data confirmed that meeting with craft beer entrepreneurs is the main motivator of the participants in attending the festival. The following excerpt presents the intention of one festival attendee:
I went to the festival to talk and exchange experiences with brewers to get updated. It’s good that I can meet up with many brewers at the same event. I also want to support Thai craft beer brands.
(I14)
Because craft beer brewing is considered an artwork or a form of artisan entrepreneurship [
31], many craft beer consumers become drawn to their favorite artists and have devoted themselves to brands. Attending a festival that has multiple brewers opens opportunities for the attendees to interact with and support their favorite craft brewers and brands. Hence, it was possible to witness many Thai craft beer brewers or owners standing by at their booths. Thus, the attendees could easily reach and interact with them, which led to the increasing of their satisfaction and revisiting intention.
At CB, customers also perceived positive experiences from the owner, Chit, who is always present at the premises serving customers himself and recreating activities such as the games mentioned earlier. Many online reviewers highlighted the role of Chit as an important source of meaningful experience:
The best was that [Mr.] Chit was there behind the bar greeting and serving customers with the famous Thai smile.
(TA3)
It was nice to meet the owner of the establishment and get to know him.
(TA16)
They serve beer with pride and it tastes good. The staffs are informative and the owner Chit is very lively and homely.
(GR32)
In particular, Chit’s friendly and approachable trait is a key driver in attracting general customers to CB. Based on the researcher’s observation, Chit is always seen walking around the dining area greeting customers and sometimes sharing his stories at their tables. Key topics of discussions between Chit and customers often ranged from craft beer knowledge to Chit’s role in revolutionizing the Thai craft beer movement and CB being a platform to connect and strengthen the Thai craft beer community.
On another level, CB also serves as a magnet for the more enthusiastic and specialized crowd of customers who have a desire to meet and engage with Chit at a personal level. A few online reviewers referred to how meeting Chit was like meeting the icon of Thai craft beer. As one reviewer stated, “You may run into ‘Wichit’ or ‘Chit’, the legendary man behind the local craft beer movement”. Chit’s own fame and willingness to support those interested in pursuing a hobby or business in craft beer brewing hence enhanced the overall experience of visiting CB. As Chit mentioned:
Chit Beer acts as a relationship broker for members of the craft beer community to meet. Our location helps filter out the visitors since you really have to make an effort to visit us. The end result is we have this extraordinary pool of individuals with different backgrounds who are eager to share ideas and learn from one another.
(I1)
The above findings illustrated the significant role of the entrepreneur as the experience. Entrepreneur experience was presented in both CB and the TBF. Entrepreneurs in the craft beer sector include the owners of craft beer brands and brewers which have an influence on productions and services. Entrepreneur experience at the two beer tourism forms occurred in similar manners. Firstly, tourists valued the experience from interacting with the entrepreneurs who were considered their icons or idols. Secondly, receiving a service directly from the owners increased the tourists’ satisfaction which links to their overall experience. Lastly, acquiring information on the products from the entrepreneur, or horse’s mouth, responded to one of the tourists’ objectives on visiting the brewery and attending the festival. The cases confirmed how the role of entrepreneurs is essential, especially for small business, and can serve as a driving force that contributes to economic prosperity [
86].