EBC Congress 2019, Antwerp, June 2019: Poster. Key aspects of smart tourism that may be applicable to beer consumers in search of a visitor’s experience. The results aim to leverage from tourist characteristics and technology framework towards setting paths for future development of smart tourism experiences for confirmed beer consumers or those that may develop their interest for beer.

1. RESEARCH POSTER PRESENTATION DESIGN © 2015
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Beer tourism is experiencing an evolution thanks to powerful communication and
interaction tools that enable travelers to discover the breweries offer, destinations
and cities’ on-trade scene, and experience new opportunities for visits they have
created on their own or as customers of thematic trails.
The research outlines the key aspects of smart tourism that may be applicable to
beer consumers in search of a visitor’s experience. The results aim to leverage from
tourist characteristics and technology framework towards setting paths for future
development of smart tourism experiences for confirmed beer consumers or those
that may become them.
INTRODUCTION
METHODOLOGY
CONCLUSIONS
REFERENCES (selection)
Bujdosó, Z., Szücs, C., (2012) “Beer Tourism – from Theory to Practice”; Francioni, J., Byrd, E.T.
(2012) "Beer tourists, who are they?"; Minazzi, R. (2015) "Social Media Marketing in Tourism and
Hospitality"; Slocum, S. L., Kline, C., Cavaliere, C. T. (2018) “Craft Beverages and Tourism” Vol. 1,
Vol. 2; Xiang, Z., Fesenmaier, D.R. (2017), “Analytics in smart tourism design”, World Economic
Forum (2017) "The Travel & Tourism Competitiveness Report 2017"; Tourism offices websites;
Mobile applications;
Based on smart tourism main operational fields a research was done on the
respective tools used at global and local level. An overview was made on
technology tools, proposed offer for visitors and studies focusing on beer tourism.
Additionally, geographical zones and behavioural factors were identified as items
for further analysis.
JAN LICHOTA
Paths for smart tourism opportunities towards beer consumers
Universidad Nacional de Educación a Distancia, Escuela Internacional de Doctorado, Madrid, Spain
PhD Programme in European Union
37TH EUROPEAN BREWERY CONVENTION CONGRESS – ANTWERP, 2-6 JUNE 2019
Smart tourism
Dimensions and framework
jlichota1@alumno.uned.es
The smart tourism approach is a positive trend from the visitor targeting
perspective, due to opportunities given to existing actors and new entrants. While
most of the changes are due to business circumstances, they are encompassed in
the economic growth and marketing trends. The development is driven by both
public and private sector, including the brewers themselves.
The communication tools offer possibilities to share information and attract visitors
in a continuous manner, as well as adapt the offered products and services thanks
to collected data, consumers’ input and local areas development, driven by ongoing
parallel processes of neolocalisation and global technologies development.
MAJOR TRENDS (last 10 years)
MARKET AND TECHNOLOGY CONSUMERS
Mobile communications and applications
Breweries infrastructure setup for visitors
Private-public partnerships for promotion
Interaction and communities building
Travelling raise and local products wish
Beer diversity and experience research
OBJECTIVES
The aims of the research were to examine the key trends existing in the smart
tourism implementation taking place and their application in beer tourism.
The mission was to verify the use of the various schemes and tools on the
opportunities for beer related tourism stakeholders, as well as evaluate their
development towards beer consumers as visitors.
RESULTS
The smart tourism approach from technology perspective enabled paths for
enhanced growth of beer tourism from global perspective. The local application of
the available tools is benefitial for beer consumers as visitors. Positive correlation
of interest for beer, mobility and communications facilitated the development of
new opportunities in various countries. Tourism environment is largely positive to
the beer consumer and service providers towards it.
FUTURE
Based on the analysis of ongoing trends, there are items which may have an impact
on the beer consumer in the future, such as information and communication
technologies, urban and rural development, business offer and sustainability
perception of tourism.
Developments in travelling patterns, consumer behaviour and regulatory
environment should also give new perspectives.
Smart tourism approach in beer tourism
Operational areas in use and for further development
Beer tourist profile
Motivation from beer and location perspective
State of development from global perspective
Tourism – Internet use – Beer production
Source: based on Gretzel et al. (2015) “Smart tourism: foundations and developments”
Category Description
Dimensions Context-driven; meaning-enriched; technology-
enhanced; data-supported; co-created;
Characteristics Bridging digital and physical ; data driven; mobile and
instant information and interaction; public-private-
consumer collaboration;
Operational framework Technology; business ecosystem; destination
governance and management; data analysis;
Themes Manifestations
Beer routes Beer museums and breweries
Beer weekends Festivals and events
Beer themed events Various possibilities
Breweries visit Breweries and brewhouses
Beer tastings Breweries, on-trade and other
Source: based on Bujdosó, Z., Szücs, C., (2012) “Beer Tourism – from Theory to Practice”
Category Application and tools
Product and services Interactive websites and mobile applications;
enhance links to beer with existing and new events,
trails and ; content creation adapted to each
audience;
Technology Mobile applications; data collection and analysis;
interactive on-site devices; internet of things;
Management Tourism promotion governance by cities and regions;
setup of business cooperation mechanisms;
Distortions and location difficulties management;
Source: author’s analysis
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
2004 2006 2008 2010 2012 2014 2016 2018
Tourist arrivals Internet users Beer production
Sources: UNWTO (2018), Barth-Haas (2018), Statista (2019)
In millions