Motivations and Locavore Tendencies: A preliminary visitor study of Lexington, Kentucky craft breweries

The emergence of craft beer in recent years has contributed to increased participation in beer tourism. However, there is a dearth of literature on brewery visitors. A key first step in researching beer tourism is to obtain an initial understanding of who is visiting breweries and why. This may provide information to better market target audiences. This information provides valuable insight for Kentucky brewery management and operations. Although this research concentrates on one state, it may enhance experiences at breweries in other states, increasing initial and repeat visitation. This study hopes to bring forth more information similar to the visitor profile made by Plummer, Telfer, Hashimoto, and Summers (2005) and to help brewery managers to continue providing experiences that will gain repeat customers. Kentucky brewery patron’s motivations, likeliness to shop local, intent to visit breweries in the future, and sociodemographic variables that may provide insight related to these constructs were examined in this study. Four breweries were utilized as research sites with 345 of 353 brewery visitors, a response ratio of 97%, agreeing to participate. The researchers found that visiting a brewery was not the main reason a majority of visitors were traveling, preference for craft beer was higher than for national beer brands, respondents were predominantly white, and almost half of respondents had a bachelor’s degree. As the craft brewery industry considers the future, visitor profiles and motivations will help guide brewery management to target marketing efforts in ways that position the industry for growth and community impact

Environmental Ethics in Kentucky: An Exploratory Study of Jenny Wiley State Resort Park Visitors

Protected lands and parks are some of America\u27s best assets. However, they are increasingly threatened due to budget and other constraints. Environmental ethics can be used to help gauge people\u27s desire to protect land and natural resources. “Environmental ethics is the discipline in philosophy that studies the moral relationship of human beings to, and also the value and moral status of, the environment and its nonhuman contents” (Brennan, 2002). This has wide reaching implications for state park and public land managers in terms of support and the continual existence of protected lands. The goal of the researchers in this study is to assess and identify state park visitors’ levels of environmental ethics in Jenny Wiley State Resort Park in eastern Kentucky. Surveys that contained common demographic variables and fifteen Likert-style environmental ethics statements (Dunlap, 2008) were administered, and survey participants were asked to rate their agreement of each environmental ethic statement, ranging from strongly disagree to strongly agree. The response rate was 55.9% (N=94) for Jenny Wiley State Resort Park. The mean score for the environmental ethic statements was 3.2, which indicated an average response of neither agree nor disagree. Analysis suggests a general indifference of visitors’ environmental ethics. Environmental ethics indifference could lead to negative effects for state park systems, such as reduced support and funding. Therefore, state park managers could benefit from higher environmental ethics scores. To achieve this, it is recommended that more environmental education programs be added in Kentucky and especially Kentucky State Parks

Environmental Ethics in Kentucky: An Exploratory Study of Jenny Wiley State Resort Park Visitors

Protected lands and parks are some of America\u27s best assets. However, they are increasingly threatened due to budget and other constraints. Environmental ethics can be used to help gauge people\u27s desire to protect land and natural resources. “Environmental ethics is the discipline in philosophy that studies the moral relationship of human beings to, and also the value and moral status of, the environment and its nonhuman contents” (Brennan, 2002). This has wide reaching implications for state park and public land managers in terms of support and the continual existence of protected lands. The goal of the researchers in this study is to assess and identify state park visitors’ levels of environmental ethics in Jenny Wiley State Resort Park in eastern Kentucky. Surveys that contained common demographic variables and fifteen Likert-style environmental ethics statements (Dunlap, 2008) were administered, and survey participants were asked to rate their agreement of each environmental ethic statement, ranging from strongly disagree to strongly agree. The response rate was 55.9% (N=94) for Jenny Wiley State Resort Park. The mean score for the environmental ethic statements was 3.2, which indicated an average response of neither agree nor disagree. Analysis suggests a general indifference of visitors’ environmental ethics. Environmental ethics indifference could lead to negative effects for state park systems, such as reduced support and funding. Therefore, state park managers could benefit from higher environmental ethics scores. To achieve this, it is recommended that more environmental education programs be added in Kentucky and especially Kentucky State Parks.https://encompass.eku.edu/swps_graduategallery/1007/thumbnail.jp

Beer Tourism: Kentucky Craft Brewery Visitor Profile and Motivations

The influx of breweries in America has contributed to increased participation in beer tourism. Plummer, Telfer, Hashimoto, and Summers (2005) define beer tourism as “visitation to breweries, beer festivals and beer shows for which beer tasting and experiencing the attributes of a beer region are the prime motivating factors for visitors” (p. 449). This study aims to explore the people who visit Kentucky craft breweries in order to create a brewery visitor profile and identify motivations. Researchers administered an on-site questionnaire to brewery visitors to gather common demographic data, and participants were asked to rate their level of agreement, ranging from strongly agree to strongly disagree, with Likert-style statements on motivation and experience preferences. There were 302 surveys completed, and results suggest Kentucky brewery visitors are primarily male, white, well-educated, having a high yearly income, and an average age of 34 years. Visitors are motivated to visit breweries to try new beer, to experience Kentucky beer, to buy beer, and to be with friends and family. As the craft brewery industry considers the future, visitor profiles and motivations will help guide brewery management to target marketing efforts in ways that position the industry for growth and community impact.https://encompass.eku.edu/swps_graduategallery/1027/thumbnail.jp

Motivations for Beer Tourism in Kentucky

The Craft beer industry generated $19.6 billion worth of revenue in 2014, roughly 19By conducting traditional paper surveys at various breweries throughout Kentucky, the researchers established that the average visitor was a young, well-educated Caucasian male making$68,000 a year. When visiting breweries outside their community, the most common motivators to visit were the variety of beer available, and the opportunity to learn something new. Interestingly, analysis showed that most motivators had a positive impact, with the exception of the presence of food and the need to be a “regular visitor”. This study has several implications for Kentucky breweries, particularly in terms of marketing their product. For example, maintaining an online presence could attract potential customers in the average visitor demographic. Additionally, breweries should focus on providing an expansive selection of beers, as well as develop brewery tours or provide information on the history of their establishment. Lastly, using the word ‘local’, expanding on where the ingredients came from, and becoming more present in the community could encourage those people who are motivated by supporting local businesses to visit as well.https://encompass.eku.edu/swps_graduategallery/1050/thumbnail.jp

Beer Tourism: Kentucky Craft Brewery Visitor Profile and Motivations

The influx of breweries in America has contributed to increased participation in beer tourism. Plummer, Telfer, Hashimoto, and Summers (2005) define beer tourism as “visitation to breweries, beer festivals and beer shows for which beer tasting and experiencing the attributes of a beer region are the prime motivating factors for visitors” (p. 449). This study aims to explore the people who visit Kentucky craft breweries in order to create a brewery visitor profile and identify motivations. Researchers administered an on-site questionnaire to brewery visitors to gather common demographic data, and participants were asked to rate their level of agreement, ranging from strongly agree to strongly disagree, with Likert-style statements on motivation and experience preferences. There were 302 surveys completed, and results suggest Kentucky brewery visitors are primarily male, white, well-educated, having a high yearly income, and an average age of 34 years. Visitors report motivations to visit breweries are: to try new beer, to experience Kentucky beer, to buy beer, and to be with friends and family. Further, participants plan on sampling beer and purchasing beer beyond sampling while at a brewery. Breweries need to offer several avenues for social interaction. Results indicate breweries have room to expand or increase visitation or increase visitor diversity by marketing to women and minorities. As the craft brewery industry considers the future, visitor profiles and motivations will help guide brewery management to target marketing efforts in ways that position the industry for growth and community impact