The attraction of craft breweries and wineries for visitors to British Columbia (BC), Canada, has grown significantly in recent years, particularly within millennials. However, little research has been conducted. The present research surveyed millennial visitors across craft breweries and wineries in BC. A total of 359 usable surveys were collected. Results found that although craft brewery and winery visitors had similar demographics, significant differences were found in all three social factors measured. In addition, the conceptual relationships between social involvement and self‐image congruency, as well as social return, were significant. Recommendations and implications for researchers, marketers, and industry professionals are discussed.

中文翻译：

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千禧一代并不完全相同：检查千禧一代精酿啤酒厂和酿酒厂游客的社会参与，自我形象和社会回报

近年来，精酿啤酒厂和酿酒厂吸引了加拿大不列颠哥伦比亚省（BC）的游客，尤其是在千禧一代中。但是，很少进行研究。本研究调查了不列颠哥伦比亚省精酿啤酒厂和酿酒厂的千禧一代游客。总共收集了359个可用调查。结果发现，尽管精酿啤酒厂和酿酒厂的游客具有相似的人口统计学特征，但在所有三个社会因素中都发现了显着差异。此外，社会参与和自我形象的一致性以及社会回报之间的概念关系很重要。讨论了对研究人员，营销人员和行业专业人员的建议和建议。