No abstract

Craft or "boutique" breweries are increasing in numbers in the USA, and in other parts of the developed world. Many are located in rural areas, and have become new rural tourism visitor experiences, related to wine tourism and linked to the growth in culinary tourism. This study offers a clearer understanding of what factors most influence brand loyalty to craft beer, and craft breweries, and sheds light on methodologies for assessing loyalty to other rural tourism, and culinary tourism, experiences. It is based on a survey of patrons visiting and purchasing from two micro-breweries in rural North Carolina, USA, examining concepts used in brand loyalty research including access, environmental consumption, connections with the community, satisfaction, and desire for unique consumer products. Results show that connection with the community, desire for unique consumer products, and satisfaction are the three factors that most align themselves with brand loyalty to rural brewery visits. Connection with the community was the most important factor in influencing brand loyalty especially among those born in the study region, and/or resident there, as well as among tourists. The paper notes implications for rural breweries, for destination management organizations and for marketing and development strategies.

This paper contributes to a better understanding of the absorption of scientific knowledge in tourism innovation processes. Based on a synthesis of the literature and empirical study we present the model of Innovation through Co-creation. The cases of researchers working together with three whale-watching firms have allowed us to illustrate examples of co-creation, knowledge sharing and reflexivity during tourism firms' innovation processes. Intensive interaction of the tourism industry with researchers pays off in terms of innovation because flows of knowledge are intimately linked to social capital developed through intensive and frequent shared practice. Besides the theoretical implications of our model, we contribute to the field by providing practical implications for how tourism firms can organize their learning and innovation processes. a b s t r a c t This paper contributes to a better understanding of the absorption of scientific knowledge in tourism innovation processes. Based on a synthesis of the literature and empirical study we present the model of Innovation through Co-creation. The cases of researchers working together with three whale-watching firms have allowed us to illustrate examples of co-creation, knowledge sharing and reflexivity during tourism firms' innovation processes. Intensive interaction of the tourism industry with researchers pays off in terms of innovation because flows of knowledge are intimately linked to social capital developed through intensive and frequent shared practice. Besides the theoretical implications of our model, we contribute to the field by providing practical implications for how tourism firms can organize their learning and innovation processes.