Assessing potential tourists' perceptions is vital to build a destination image and brand capable to attract new and repeated visitors. The increasing popularity of craft beverage tourism in recent years is incentivizing destinations to (re)design their offerings and (re)brand their image based on their craft beverages. This study investigated how the image of an emerging craft beverage tourism destination (Ica, Peru) is formed among potential tourists by inducing cognitive image (knowledge presented through picture-text dyads) of Ica's iconic resources, staple craft beverage (pisco), and resources associated with its production. Additionally, it measured the impact of local resources' characteristics, affective image, and personal characteristics on conative image (interest to visit and willingness to recommend) at different intervention stages. Results indicate that -related resources are powerful enough to motivate travel, and that the characteristics of a mix of resources should be combined with beverage-specific information when developing branding strategies for craft beverage tourism destinations.

中文翻译：

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精酿饮料能否塑造目的地形象？一种认知干预，用于测量意向图像上的 pisco 相关资源


评估潜在游客的看法对于建立能够吸引新游客和回头客的目的地形象和品牌至关重要。近年来，精酿饮料旅游日益流行，这促使目的地根据精酿饮料（重新）设计其产品并（重新）塑造其形象。本研究调查了如何通过诱导伊卡标志性资源、主要精酿饮料（皮斯科）和资源的认知形象（通过图文二元呈现的知识），在潜在游客中形成新兴精酿饮料旅游目的地（秘鲁伊卡）的形象。与其生产有关。此外，还测量了不同干预阶段当地资源特征、情感形象和个人特征对意向形象（参观兴趣和推荐意愿）的影响。结果表明，相关资源足以刺激旅游，并且在制定精酿饮料旅游目的地的品牌战略时，应将资源组合的特征与特定于饮料的信息相结合。