ABSTRACT

The growth of festival and event tourism requires an understanding of what motivates people to attend events and the characteristics of their motivation to choose particular events to attend. The current study identified a measure to (1) accurately and reliably measure the motivations of beer tourists to attend a craft beer festival and (2) identify the different motivations among subsamples of beer tourists. An exploratory factor analysis (EFA) identified a nine-factor structure that accounted for 71.12% of the total variance. Three groups of beer tourists were also identified (i.e. frequent craft beer drinkers, casual craft beer drinkers and infrequent craft beer drinkers). A confirmatory factor analysis (CFA) and a structural equation model (SEM) confirmed the quality of the measure and different motivations among beer tourists. Results showed that frequent craft beer drinkers (people who drink craft beer more than once per month) demonstrated greater motivation to attend craft beer events to become intoxicated, compared to casual and infrequent craft beer drinkers. Frequent craft beer drinkers were also less motivated to attend craft beer events for the following reasons: to try new things, socialise, or attend an event that is novel/unique.

摘要

节日和活动旅游的发展需要了解人们参加活动的动机以及他们选择参加特定活动的动机特征。目前的研究确定了一种措施，以（1）准确可靠地衡量啤酒游客参加精酿啤酒节的动机，以及（2）确定啤酒游客子样本之间的不同动机。探索性因素分析 (EFA) 确定了一个九因素结构，占总方差的 71.12%。还确定了三组啤酒游客（即经常饮用精酿啤酒的人、休闲的精酿啤酒饮用者和不经常饮用精酿啤酒的人）。验证性因素分析 (CFA) 和结构方程模型 (SEM) 证实了测量的质量和啤酒游客的不同动机。结果表明，与偶尔和不经常喝精酿啤酒的人相比，经常喝精酿啤酒的人（每月喝精酿啤酒超过一次的人）表现出更大的动力去参加精酿啤酒活动来陶醉。经常饮用精酿啤酒的人也不太愿意参加精酿啤酒活动，原因如下：尝试新事物、社交或参加新颖/独特的活动。