Can craft beverages shape a destination’s image? A cognitive intervention to measure pisco-related resources on conative image |
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| Institution: | 1. Rutgers University. Department of Agriculture and Natural Resources. 88 Lipman Dr., New Brunswick, NJ, 08901, USA;2. North Carolina State University, Department of Parks, Recreation, and Tourism Management, 3028D Biltmore Hall, Raleigh, NC, 27695, USA;3. North Carolina State University, Department of Parks, Recreation, and Tourism Management, 4008J Biltmore Hall, Raleigh, NC, 27695, USA;4. Appalachian State University, Department of Management, 4078 Peacock Hall, Boone, NC, 28608, USA;1. Department of People & Organisations, Bournemouth University Business School, D122, Talbot Campus, Bournemouth University, Poole, Dorset, BH12 5BB, UK;2. School of Management, Jinan University, 601 West Huangpu Avenue, Tianhe District, Guangzhou, Guangdong, China;1. School of Tourism Management, Sun Yat-Sen University, Tangzhou Rd. 1, Zhuhai, China;2. School of Business Administration, Southwestern University of Finance and Economics, Liutai Road, Wenjiang District, Chengdu, China;3. Faculty of International Tourism and Management, City University of Macau, Avenida Padre Tomás Pereira Taipa, Macau |
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| 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. |
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| Keywords: | Affective image Craft beverage tourism Emerging destination Cognitive image Induced knowledge |
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