Abstract:
Alcohol consumption is an integral part of travel experience but its implication has been underestimated. Travel experiences are used as a competitive advantage, as more and more establishments focus on creating experiences to distinguish themselves in the increasingly competitive food and beverage sector. This paper collates literature in the area of the alcoholic beverage consumption experience of tourists and their behavioural intentions. Existing food and beverage tourism frameworks are reviewed in this study. Based on the review, we have created a new framework for the study of the alcohol consumption experience of a tourist. This conceptual study presented in the form of a proposed framework will help researchers to contribute to the field of beverage tourism by focusing on the alcoholic beverage consumption experience as the dependant construct and revealing the effects of such an experience on their revisit intention
