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

Gupta, Vikas and Sahu, Garima and Sajnani, Manohar (2025) Cheers to choice: analyzing the preferences of foreign tourists for craft beers. British Food Journal, 42 (1). NA. ISSN 0007-070X

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Abstract

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 sociodemographic 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.

Item Type:	Journal Article
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory
Divisions:	School of Business and Management (SBM)
Depositing User:	Vikas Gupta
Date Deposited:	12 Aug 2025 00:02
Last Modified:	12 Aug 2025 00:02
URI:	https://repository.usp.ac.fj/id/eprint/15130

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