Tiêu đề Why would anyone come to Corfu to have a Heineken.pdf ✅

Why would anyone come to Corfu to have a Heineken? T.C. Melewar Business School, Middlesex University, London, UK, and Heather Skinner Business School, Manchester Metropolitan University, Manchester, UK Abstract Purpose – This paper aims to examine brand-naming decisions, along with other management decisions that affect tourist experiences, such as visitor tours and souvenir appropriation, in the context of a microbrewery located on a Greek island that remains heavily dependent upon tourism. Design/methodology/approach – Data were gathered from in-depth interviews with the microbrewery’s owner and senior management team to offer rich insights into the issues under investigation. Findings – Findings stress the importance of the meanings that can be conveyed through brand names, including those that indicate authenticity of the brand’s origin, filling previously identified gaps in the literature on country of origin (COO) with regard to fast-consuming goods and low-involvement products such as beer, and exploring the issue of experiential consumption of beer as part of the tourists’ vacation experience. Research limitations/implications – Data were gathered from only a single company, and although highlighting important managerial decisions regarding brand naming, further research could be widened to other companies and other industries, and could explore these issues from the tourists own perspective rather than solely from a managerial perspective. Practical implications – Results may offer insights for local producers, particularly small and medium- sized enterprises, whose markets serve both domestic and tourist consumers. Originality/value – This research furthers knowledge into gaps on a range of issues arising in the literature that have hitherto not been previously linked, specifically: product COO/brand origin, cultural consumption of beverages and sense of place, issues of authenticity, souvenirs and experiential consumption. Keywords Authenticity, Experiential consumption, Beer, Souvenirs, Brewery tours Paper type Research paper Introduction Gastronomic, or culinary tourism, has been receiving a lot of recent attention in the literature, as this form of tourism is seen to contribute to deep, meaningful and memorable tourism experiences (Li et al., 2018). Yet much of the extant literature considers these issues from the demand side of the consumer rather than considering the managerial decisions of the supplier (Kline et al., 2015; Melewar and Skinner, 2018). Within this body of literature, much has been written about authenticity. When related to food and drink, this can include authenticity claims about the country of origin (COO) of gastronomic products (Melewar and Skinner, 2018), how food and drink is produced or how it connects the consumer with the producer and the culture, heritage and traditions of a place and the tourism experiences that it offers (Kline et al., 2015). Even though there is a well- established and broad body of literature on COO, gaps do remain that this paper will attempt to fill as part of its contribution to knowledge. There is limited COO research into: fast- moving consumer goods (FMCG); low-involvement products (Phau and Suntornnond, 2006); Come to corfu to have a Heineken 891 Received 1 May 2018 Revised 18 January 2019 Accepted 12 February 2019 Qualitative Market Research: An International Journal Vol. 23 No. 4, 2020 pp. 891-906 © Emerald Publishing Limited 1352-2752 DOI 10.1108/QMR-05-2018-0044 The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/1352-2752.htm
the effect of COO and other elements that may have an effect on purchasing (Eroglu and Machleit, 1989); and into not only COO of a product, but also “to more specific geographic origins such as regions” Orth et al. (2005, p. 89). The distinctive gastronomy a tourist can experience can contribute to attracting them to a particular destination (Seal and Siramanayagam, 2018). Local, authentic, place-specific food and drink can not only distinguish one destination from another, but also contribute to a destination’s branding and brand identity (Berg and Sevon, 2014). Local food and drink is also a part of a destination’s culture, and thus can represent this culture to tourists, providing a more authentic experience for those who consume the local produce (Seal and Siramanayagam, 2018). It is also recognised that even “foodie” tourists comprise many different segments, and it would therefore not be the most effective strategy to treat them homogeneously (Kline et al., 2015). Yet the focus in this article is not the culinary tourist whose primary motivation is to experience local food and drink of a destination (Li et al., 2018), rather it is focusing on the managerial decisions of a local beer producer attempting to attract tourists to sample and enjoy a local, authentic product to facilitate a more authentic destination experience whereas otherwise they may be more easily attracted to consuming more well-known beer brands produced by the two major global companies whose products dominate the market. This paper therefore examines brand-naming decisions, along with other management decisions that affect tourist experiences, such as visitor tours and souvenir appropriation, in the context of a microbrewery located on a Greek island that remains heavily dependent upon tourism. Some attention has been paid in the literature to COO and authenticity with regard to tourist souvenir purchases (Goo and Shen, 2011), particularly craft souvenirs (Basri and Bakhtiar, 2014; Littrell et al., 1993), but less concerning the souvenir purchase of regional foods and beverages (Kolyesnikova and Dodd, 2008; Swanson and Horridge, 2004; Wilkins, 2011). Food and drink souvenirs are those that exhibit the distinctiveness of the specialities of the destination, demonstrating authenticity and being related to a destination’s traditions and culture (Ho et al., 2018). Taking such souvenirs: [...] home from a trip can extend and enhance the tourism experience [...] [because] a specialty product is a means of reliving a visitor experience because food souvenirs are a tangible symbol and reminder of travel [...] [and] carries meanings related to the destination visited (Ho et al., 2018, p. 771). As the tourism and marketing literature is becoming more focused on experiential consumption, there has been research into wine tourists’ experiential consumption (Bruwer and Alant, 2009; Kolyesnikova and Dodd, 2008) but fewer studies into the consumption of beer or brewery tours as part of the vacation experience (Mitchell and Orwig, 2002). Beer consumption is an “ubiquitous activity” (Pettigrew, 2002, p. 112), and beer is the second most consumed type of alcoholic beverage worldwide (World Health Organisation, 2014). The consumption of local beers often occurs as part of the tourist’s vacation in a destination, in addition to the purchase of beer and other related souvenirs, yet this type of local product souvenir differs in many ways from the other tangible objects in Gordon’s (1986) original souvenir typology. Moreover, the beer market, particularly in Greece, which is the context of this research, is heavily saturated with global brands, with two large multinationals dominating the market, although there do remain a few smaller local beer producers. Even though it does not focus specifically on food tourists, this article does fall within the literature on food tourism, as it touches on the brewery tours, tasting experiences and the company’s beer festival, that definitely fits with food tourism’s focus on the participation of QMR 23,4 892