Beer tourism management by public and private sector: an international overview Beeronomics 2019)
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Overview of beer tourism approach - different countries - common patterns - business opportunities - destination management - presented at Beeronomics 2019
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Beer tourism management by public and private sector: an international overview Beeronomics 2019)
- 1. Jan Lichota UNED Universidad Nacional de Educación a Distancia, Madrid, Spain BEERTOURISM OPPORTUNITIES MANAGEMENT BY PUBLIC AND PRIVATE SECTOR: AN INTERNATIONAL OVERVIEW Beeronomics 2019 13 June 2019 Session 4A 1
- 2. The author Jan Lichota ▪ Born in Warsaw (Poland) ▪ Law degree from the Complutense University in Madrid (Spain) ▪ Postgraduate studies in International Relations, Cultural Studies, Management and Executive Master in International Association Management (Belgium) ▪ Ongoing PhD in European Union studies at UNED (Spain) and visiting lecturer at the Life Sciences and Environment University in Wrocław (Poland) ▪ Daily work in business tourism in Brussels with previous professional experience in the brewing sector Jan Lichota - Beeronomics 2019 - Pilsen - 12-13 June 2019 2
- 3. INTRODUCTION Setting up the scene 3
- 4. Introduction ▪ Tourism – major economic activity worldwide ▪ Local activities with global promotion ▪ Beer tourism – staggered between niche and principal activity upon region ▪ Business opportunities management – private sector domain ▪ Public authorities approach vary between indifference and major support Jan Lichota - Beeronomics 2019 - Pilsen - 12-13 June 2019 4
- 5. Tourism trends evolution ▪ Annual growth of 3.3% for the sector between 2010 and 2030, to reach 1.8 billion visitors by 2030 (WTO) ▪ Organisation of trips ▪ Interest for destinations and their offer ▪ Information and communication channels ▪ Theme and/or place knowledge and interest Jan Lichota - Beeronomics 2019 - Pilsen - 12-13 June 2019 5
- 6. State of development today 6 847 916 952 1140 1240 13201147 1547 1991 2880 3417 3650 1696 1819 1863 1963 1951 1952 0 500 1000 1500 2000 2500 3000 3500 4000 2006 2008 2010 2014 2016 2017 Tourist arrivals Internet users Beer production Sources: UNWTO (2018), Barth-Haas (2018), Statista (2019) Jan Lichota - Beeronomics 2019 - Pilsen - 12-13 June 2019 In millions
- 7. Scope ▪ Beer tourism as offer ▪ Actors proposing the offer ▪ Promotion activities driven by public tourism organisations ▪ Activities undertaken ▪ Business strategies and ecosystems Jan Lichota - Beeronomics 2019 - Pilsen - 12-13 June 2019 7
- 8. Methodology Tourism as economic activity Beer tourism literature Overview of activities done at local level Support provided by public authorities Observation of patterns of cooperation 8
- 9. BEER and TOURISM Creating the relationship 9
- 10. Beer tourism Jan Lichota - Beeronomics 2019 - Pilsen - 12-13 June 2019 10 ▪ Beer as part of touristic offer in a determined location ▪ Part of food – gastronomy, heritage, local identity ▪ Economic activity with a variety of partners ▪ Tour-operators ▪ Places (musea, breweries) ▪ Event organisers ▪ Public authorities involvement
- 11. Beer tourist motivation – Perspective 1 Jan Lichota - Beeronomics 2019 - Pilsen - 12-13 June 2019 Beer routes Beer weekends Beer tastings Beer and food Other BEER Museums and heritage places Festivals, events Breweries, brewhouses, brewpubs Beer related products acquisition Other PLACE Adapted from Bujdosó, Szűcs (2012), Plummer (2005) 11
- 12. Beer tourist motivation – Perspective 2 Jan Lichota - Beeronomics 2019 - Pilsen - 12-13 June 2019 New taste, variety, brand Local product Rare offer Other BEER History Discovery and knowledge Social networking Entertainment Other EXPERIENCE Adapted from Rogowski (2016), Francioni and Byrd (2012) 12
- 13. Trends with impact TECHNOLOGY and MARKETING ▪ Mobile communications and applications ▪ Breweries infrastructure setup for visitors ▪ Private-public partnerships for promotion CONSUMERS ▪ Interaction and communities building ▪ Travelling raise and local products wish ▪ Beer diversity and experience research 13
- 15. Example: Czech Republic Jan Lichota - Beeronomics 2019 - Pilsen - 12-13 June 2019 15 ▪ Part of the identity of the country ▪ State supported international promotion ▪ Local public authorities cooperation with brewers ▪ Various private tour operators on a stable market ▪ Moderate interaction with private operators ▪ Large focus on publications and offer availability
- 16. Example: Belgium Jan Lichota - Beeronomics 2019 - Pilsen - 12-13 June 2019 16 ▪ Part of the identity of the country ▪ Wide offer – worldwide promotion ▪ Belgian beer culture: UNESCO Heritage ▪ Division of competences among 3 regions ▪ Low range of operators ▪ Breweries direct relationship with public authorities
- 17. Example: Germany ▪ Part of the identity ▪ Wide offer ▪ Strong regional relationship: Bavaria ▪ Strong city relationship: Cologne ▪ Big events: Munich, Berlin ▪ Fairs and conferences: Nürnberg, Munich ▪ Public-private strong ties: Bavaria, NRW Jan Lichota - Beeronomics 2019 - Pilsen - 12-13 June 2019 17
- 18. Example: Brazil Jan Lichota - Beeronomics 2019 - Pilsen - 12-13 June 2019 18 ▪ New brewers driving the scene ▪ Champion regions vs. inactive regions ▪ Strong regional relationship: Santa Catarina ▪ Strong city relationship: Blumenau ▪ Large activity of private operators ▪ Authorities at federal and regional level follow developments
- 19. Example: South Africa Jan Lichota - Beeronomics 2019 - Pilsen - 12-13 June 2019 19 Emergence Situation today • Recognised as item of interest in national strategy mid 90s • Development by regional public authorities and new microbreweries (KwaZulu Natal) • Inspiration from wine tourism experience • Slum tours - shebeens • Cape Town evolution from wine to also beer offer • Cooperation public-private • Emergence of beer festivals • Presence of private tour operators • Offer limited Sources: Rogerson, Collins (2015), tourism websites of KwaZulu Natal, Cape Town, craftbru.com
- 20. Example: United States Jan Lichota - Beeronomics 2019 - Pilsen - 12-13 June 2019 20 WASHINGTON MONTANA OREGON IDAHO CALIFORNIA NEVADA UTAH ARIZONA WYOMING COLORADO NEWMEXICO NORTHDAKOTA SOUTHDAKOTA NEBRASKA KANSAS OKLAHOMA TEXAS ARKANSAS MISSOURI MISSISSIPPI LOUISIANA ALABAMA GEORGIA SOUTH CAROLINA NORTHCAROLINA TENNESSEE KENTUCKY INDIANAILLINOIS WISCONSIN MICHIGAN OHIO PENNSYLVANIA VIRGINIA WEST VIRGINIA NEWYORK MAINE FLORIDA ALASKA MARYLAND DELAWARE NEWJERSEY MA CT RI VT NH IOWA MINNESOTA HAWAII VT:VERMONT NH:NEWHAMPSHIRE MA:MASSACHUSETTS CT:CONNECTICUT RI:RHODEISLAND ▪ High awareness, high activity ▪ Became part of standard offer ▪ Craft breweries driving dynamics ▪ Private companies driven ▪ Support received from cities ▪ Leisure and business tourism ▪ Examples: San Diego, Portland, Pittsburgh, Asheville, Denver
- 21. Examples: selection Jan Lichota - Beeronomics 2019 - Pilsen - 12-13 June 2019 21 United Kingdom Ireland Italy Netherlands Hungary Poland New Zealand Canada
- 22. MANAGEMENT Rolling out the business 22
- 23. Tourism bureaus: role and organisation ▪ Information - promotion – marketing mission ▪ Delivery of a destination image ▪ Events organisation – coordination - promotion ▪ Focus on leisure and business tourism ▪ Enhancement of local economic community Jan Lichota - Beeronomics 2019 - Pilsen - 12-13 June 2019 23 Adapted from Howlett (2013), tourism offices websites
- 24. Feasibility analysis 24 Environment analysis Competitive analysis ▪ Intensity of competition Industry and market analysis ▪ Competitor behaviour ▪ Market structures ▪ Consumer behaviour ▪ Existing industries ▪ Technological environment ▪ Regulatory environment ▪ Economic environment ▪ Social environment Adapted from Wirtz (2011) Jan Lichota - Beeronomics 2019 - Pilsen - 12-13 June 2019
- 25. Brewery categories upon their involvement in beer tourism activities 25 Category Beer tourism practices Brewery tours Tourism infrastructure Brewers opinions using tourism Attraction breweries Tours, festivals, events Available openly to the public. Visitor centre, taproom, restaurant, conference facilities Very positive Participant breweries Tours, festivals, events Tours pre-booked; groups privileged Wide-ranging; taproom, possibly visitor centre Mixed attitudes and opinions varying from positive to negative Promotional breweries Tours, festivals Tours available to specialist groups Brewery tap Focus on business activities Enterprising breweries Tours or festivals (not both) Infrequent; only for pre-arranged groups Variable (tap or no facilities) Mixed opinions and opinions varying from positive to negative Reclusive breweries No tours, no festivals None None Negative or indifferent Jan Lichota - Beeronomics 2019 - Pilsen - 12-13 June 2019 Adapted from Niester (2008)
- 26. Public authorities upon their involvement in beer tourism activities? Attraction Participant Promotional Enterprising Reclusive 26
- 27. Strategic factors in the public sector 27 Authorising environment Value Productive capabilities Creation of public value in addition to private value by public managers Adapted from Moore (1995) cit in Alford, Carsten (2017) Jan Lichota - Beeronomics 2019 - Pilsen - 12-13 June 2019 Authority, legitimacy, Political support, credibility PUBLIC / PRIVATE Staff, skills, technology, contractors, volunteers, etc. Purpose, mission, goals, objectives INTERNAL / EXTERNAL
- 28. ANALYSIS Coming to the end 28
- 29. Analysis - 1 Photo: Daniel Zimmermann (2019) 29 Competition Existing between events and non- permanent offer Present among private organisers Destinations difficult to classify into a competitive market Consumers interest and variety driven
- 30. Analysis - 2 Emphasis on partnerships Prevalence of bottom-up approach Beer identity has an impact on the public implication Places and services promotion Joint events organisation is rare 30 Cooperation
- 31. Analysis - 3 Business enabler status of the public authorities Local business development status of the private actor Destination image enhancement of both actors 31 Business development
- 32. Conclusions ▪ Beer tourism wave is here to stay and grow further ▪ Brewers and private operators very active in various countries ▪ Public authorities unequal consideration upon location ▪ Factors in favour for all actors to play a role ▪ Competition present among operational actors rather than promotional ones Jan Lichota - Beeronomics 2019 - Pilsen - 12-13 June 2019 32
- 33. Trends in beer tourism research Increasing literature Mainly gastronomy and culture Descriptive Focus changing towards local development perspective 33
- 34. What’s next? Beer tourism popularity Issue with research potential Interest of public authorities Various business opportunities Beer interested audience eager to increase its participation Photo: Daniel Zimmermann (2019) 34
- 35. Thank you Dank u wel Vielen Dank Merci Köszönöm Dziękuję Děkuji Gracias Obrigado Grazie Dankon Jan Lichota jlichota1@alumno.uned.es Jan Lichota - Beeronomics 2019 - Pilsen - 12-13 June 2019 35