Craft Beverages and Place-Based Partnerships: A Model for Regional Tourism Planning

Adamson, A. (Speaker)
Wells, L. (Contributor)
McMahon-Beattie, U. (Contributor)
Hollywood, L. E. (Contributor)

Activity: Talk or presentation › Oral presentation

Description

ABSTRACT

Craft Beverage Tourism (CBT) is increasingly recognised for its contribution to regional tourism development through brewery trails, tasting experiences, and place-based storytelling (Kline et al., 2016). In Northern Ireland, the sector is closely tied to local identity, heritage, and rural resilience. This study investigates how stakeholder collaboration and value co-creation within the craft beverage industry can strengthen destination management and support sustainable tourism growth. Drawing on Value Co-Creation Theory (Vargo & Lusch, 2004; Grönroos & Voima, 2013) and tourism planning frameworks (Dredge & Jenkins, 2007), the research aims to develop a framework for integrating CBT into long-term tourism strategies.
This poster presents the study’s conceptual foundations, research objectives, and anticipated contributions to theory and practice.

Period	20 May 2025 → 23 May 2025
Held at	Council for Hospitality Management Education
Degree of Recognition	International