Segmenting craft beer drinkers: An analysis of motivations,willingness to pay,and repeat patronage intentions

ABSTRACT

In order to determine the specific motivations of U.S. craft beer drinkers to visit a microbrewery taproom, the current study utilized a two-step data collection process along with a two-step cluster analysis. The current study shows that U.S. craft beer drinkers can be broken into two segments in terms of involvement and variety seeking: high involvement-variety seeking and low involvement-variety seeking. Furthermore, these two segments differ significantly regarding their motivations to visit a microbrewery taproom and their willingness to pay for craft beer at a microbrewery taproom compared to other locations. Implications for practice and academics are discussed in detail.     

Hard-Core Leisure: A Conceptualization

ABSTRACT

The purpose of this research reflection is to describe a slice of serious leisure that we call hard-core leisure, which we define as a form of serious leisure that involves extraordinary commitment that is directed toward an “authentic” style of social world activity. Using examples from birdwatching, Civil War reenacting, and climbing, we explain how hard-core participants separate themselves from other participants in terms of what they believe are superior styles of participation and unusual degrees of effort, perseverance, and conduct. Too often, serious participants in any given leisure activity are seen as homogeneous in their attitudes and behavior. The concept of hard-core leisure makes problematic this assumption by bringing to light an extreme form of leisure participation.     

Minimum Resource Requirements for Specified Resource Returns on Ontario Farms

This paper discusses one phase of the background research for the Ontario Special Committee on Farm Income. The specific research area is that reported in Chapter 3 of “The Challenge of Abundance”, The Farm As A Production Unit. Research was undertaken by the Committee to develop ‘benchmark farms'. These benchmarks were interpreted as the minimum resources (labour, capital and management) required by a farmer in order to obtain certain specified returns to those resources. ‘Benchmark farms’ were used in policy formulation in a number of ways. Comparisons between the existing farms and farming industry and the ‘benchmarks’ indicated the size and nature of the adjustment problem in Ontario. Moreover, by varying prices and input-output coefficients used in the models, the sensitivity of the simulated farms to changes in technology and cost-price relationships was studied. Six of the major farm types in Ontario were chosen and linear programming models developed to determine minimum resource requirements for specified rates of return to labour, capital and management. MINIMUM DES RESOURCES NÉCESSAIRES POUR RAPPORTER UN REVENU SPECIFIQUE SUR LES FERMES EN ONTARIO – Ce document exprime une des étapes des origines de la recherche pour la Commission spéciale du revenu agricole en Ontario. Cette recherche est expliquée dans le chapitre 3 et elle s'intitule “The Challenge of Abundance”, The Farm As A Production Unit. La Commission a entrepris une minimisation dans la recherche afin d'aider le développement de ces fermes échantillons en fonction d'un revenu donné pour les fermes de l'Ontario. Ces fermes échantillons étaient recueillies parmi les mains prospères (main-d'oeuvre, capital et terrain); un certain résultat était retiré de ces fermes. Le développement de ces fermes échantillons a été utile de plusieurs façons. Elles ont indiqué la grandeur et la nature des ajustements nécessaires dans l'industrie agricole de l'Ontario en permettant une comparaison entre chacune de ces fermes et aussi en rapport avec l'industrie telle qu'elle existe actuellement dans la province. En plus, il était possible d'étudier les effets de changements des prix et des coefficients intrants et extrants sur la rentabilité de ces fermes échantillons. Les chercheurs ont choisi six types de fermes parmi les plus importantes en Ontario. En utilisant les techniques de programmation linéaire; ils ont pu démontrer le niveau des ressources minima nécessaires pour obtenir un revenu adéquat.     

BOOK REVIEW

Tourism Planning and Development. By Charles Kaiser, Jr., and Larry E. Helber. Boston, CBI Publishing Co., 1978. Pp. x + 238, indexed. Hardcover, $13.50.

Essentials of Recreational Services. By Jay S. Shivers. Lea &; Febiger, Philadelphia, 1978. Pp. x + 348. Hardcover, $15.75.

The Process of Recreation Programming. By Patricia Farrell and Herberta M. Lundegren. New York, John Wiley and Sons, 1978. Pp. xii + 313, index. Hardcover, $12.95.

YV88: An Eco‐Fiction of Tomorrow. By Christopher Swan and Chet Roaman. San Francisco, Sierra Club Books, 1977. 248 + viii, illustrated. Paperbound, $7.95.

Tourism Multipliers: The State of the Art. By Brian H. Archer. Bangor Occasional Papers in Economics (General Editor: Jack Revell), No. 11. Bangor: University of Wales Press, 1977. Pp. ix + 85.

A Good Age. By Alex Comfort. New York City, Simon and Schuster (Fireside Books), 1978. Pp. 224, indexed and illustrated. Paperbound, $5.95.     

The value of formal planning for strategic decisions: Review of empirical research

A review of research from organizational behaviour supported the guidelines by corporate planners: that is, use an explicit approach for setting objectives, generating strategies, evaluating strategies, monitoring results, and obtaining commitment. To determine whether these findings could be applied to strategic decision making in organizations, a review was made of all published field research on the evaluation of formal planning. Formal planning was superior in 10 of the 15 comparisons drawn from 12 studies, while informal planning was superior in only two comparisons. Although this research did not provide sufficient information on the use of various aspects of the planning process, mild support was provided for having participation by stakeholders. Formal planning tended to be more useful where large changes were involved, but, beyond that, little information was available to suggest when formal planning is most valuable. Future research should assess the formal planning process, the situation in which it is used, and its effects on the total system.     

The Impact of Mandatory Votes on the Canada-U.S. Union Density Gap: A Note

This article provides empirical evidence concerning the impact of mandatory votes on the Canada-U.S. density gap. Simulation analysis reveals (1) that the increasing use of mandatory votes in Canada has narrowed the gap by about 1 percentage point and (2) that differences in recognition procedures between Canada and the United States accounted for at least 3 to 5 percentage points of the gap in 1998.     

Learning Technological Concepts and Developing Intellectual Skills

The increasing complexity of work and social life demands that people possess conceptual understanding and intellectual skills in order to gain the desired level of competence. Unfortunately, the development of high level cognitive skills is a complex task that has not been sufficiently addressed in education. This chapter discusses the nature of intellectual skills and identifies numerous problems that educators face when they attempt to emphasize these skills in their curriculum. Through a comparison of the characteristics of formal and informal learning environments, the author identifies four elements of informal learning that guide the creation of high level intellectual skills. Incorporating the four elements of informal learning in formal instruction can lead to robust opportunities for students to gain conceptual understanding and develop their intellectual skills.