openIn recent years, the craft beer sector in Italy has experienced significant growth, prompting the
emergence of craft beer tourism as a possible strategy for local and rural development. This
study explores the consumer profile and motivations of visitors to craft beer roads, specifically
the Pedemontana Veneta beer road in the Veneto region of Italy. The overall aim of this
investigation is to understand how craft beer can support new regional tourism opportunities.
Using a mixed methods approach, data was first collected through a questionnaire that assessed
the socio-demographic characteristics, knowledge, preferences, and motivations of potential
consumers. Additionally, craft beer industry reports were reviewed to supplement the challenges
and opportunities portion of the research. The consumer questionnaire had a total of 151
respondents and was administered online from May 2 through June 30, 2024. Findings reveal
that most respondents were motivated to visit a craft beer road by the opportunity of engaging in
the craft beer experience. However, by applying Plog’s tourist psychographic model, most
potential consumers were identified as allocentric tourists who seek out undiscovered
destinations in early development stages. These consumers have a strong interest in craft beer,
even among those who do not typically consume it, indicating a broader appeal of craft beer
tourism as a niche within gastronomic tourism. Results also showed that while consumer interest
in craft beer is high, awareness of craft beer roads as a tourism option is limited. The results
suggest that enhanced marketing strategies, more collaboration among stakeholders, and the
incorporation of varied itineraries could strengthen the attractiveness of craft beer roads in Italy.
This research contributes to the limited literature on craft beer tourism in Italy, offering valuable
insights for destination managers and local communities to leverage craft beer as a means of
promoting regional identity and economic development.In recent years, the craft beer sector in Italy has experienced significant growth, prompting the
emergence of craft beer tourism as a possible strategy for local and rural development. This
study explores the consumer profile and motivations of visitors to craft beer roads, specifically
the Pedemontana Veneta beer road in the Veneto region of Italy. The overall aim of this
investigation is to understand how craft beer can support new regional tourism opportunities.
Using a mixed methods approach, data was first collected through a questionnaire that assessed
the socio-demographic characteristics, knowledge, preferences, and motivations of potential
consumers. Additionally, craft beer industry reports were reviewed to supplement the challenges
and opportunities portion of the research. The consumer questionnaire had a total of 151
respondents and was administered online from May 2 through June 30, 2024. Findings reveal
that most respondents were motivated to visit a craft beer road by the opportunity of engaging in
the craft beer experience. However, by applying Plog’s tourist psychographic model, most
potential consumers were identified as allocentric tourists who seek out undiscovered
destinations in early development stages. These consumers have a strong interest in craft beer,
even among those who do not typically consume it, indicating a broader appeal of craft beer
tourism as a niche within gastronomic tourism. Results also showed that while consumer interest
in craft beer is high, awareness of craft beer roads as a tourism option is limited. The results
suggest that enhanced marketing strategies, more collaboration among stakeholders, and the
incorporation of varied itineraries could strengthen the attractiveness of craft beer roads in Italy.
This research contributes to the limited literature on craft beer tourism in Italy, offering valuable
insights for destination managers and local communities to leverage craft beer as a means of
promoting regional identity and economic development
