Cheers to choice: analyzing the preferences of foreign tourists for craft beers

Purpose This study examines foreign tourists’ relative preference for craft beers. It also evaluates how tourists' socio-demographics influence their local craft beer preferences. Design/methodology/approach It utilized a mixed methods approach to understand the craft beer preferences of foreign tourists in India. We used in-depth interviews with stakeholders in the Indian craft beer industry and a structured survey with 384 foreign tourists using the location intercept technique. The analytical hierarchy process model (Eigen value approach) and chi-square tests were used to analyze preferences for different craft beer styles. Additionally, a pairwise comparison matrix and a normalized matrix with priority weights were used to examine the relative preferences among beer types. Findings Results revealed “Wheat beer” as the most preferred craft beer variety, while “Barleywine” ranked as the least favored. Ten sociodemographic factors were examined, with six significantly influencing tourists' craft beer preferences. Among all the factors analyzed for their potential influence on the craft beer preferences of foreign tourists, “Place of residence”, “Religious orientation”, “Age”, “Household income”, “Frequency of visits to India” and “Travel companionship” were found to have significant influence. Originality/value This study highlights the various craft beers foreign tourists prefer and examines the socio-demographic factors influencing these preferences. By analyzing the preferred craft beers across various regions in India and understanding socio-demographics' impact on beer preference, this research offers crucial insights that could greatly benefit the local craft beer industry.