Book

Description

Tourists’ drinking behavior, particularly in the context of alcotourism, involves a complex interplay of various factors. This book delves into how these elements—including the alcoholic beverage, service, environment, atmosphere, and social setting—shape the overall drinking experience for tourists. Additionally, individual characteristics such as demographics, prior experiences, and personality traits significantly influence consumption behavior, as highlighted by Erasmus and Donoghue (1998). This study, conducted in Goa—a renowned destination for its vibrant drinking culture—uses a two-stage research approach. Initially, an exploratory study identifies the key factors influencing alcohol consumption experiences. This is followed by quantitative research involving the development and administration of a specialized scale to tourists. The study employs Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modelling (SEM) to ensure the reliability and validity of the findings. One significant contribution of this research is the validation of the Alcohol Consumption Experience (ACE) scale within the context of alcotourism, an underexplored area in academic literature. By examining the impact of various dimensions of the drinking experience on tourists' behavioral intentions, the study offers valuable insights into the dynamics of alcohol consumption in tourism. Key findings highlight the choice of alcohol as central to the consumption experience, with factors like drinkscape, social settings, and service experience also playing crucial roles. From a managerial perspective, the study emphasizes the importance of offering a diverse and high-quality selection of alcoholic beverages to enhance the consumption experience. Additionally, creating an inviting physical environment and providing professional, friendly service are crucial for positive guest perceptions. The ACE scale developed in this study holds promise for further research, potentially extending its application to non-alcoholic beverages and local drinks.