Creating new tourism opportunities from Italy’s craft beer revolution: Exploring consumer motivations to visit craft beer roads

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.