Factors driving the tourists choice of alcohol and drinkscapes: An exploratory study

Abstract

This study analyses the crucial dimension of variables influencing visitors' choice of drinkscapes and alcohol among those who visited Goa. This research also aims to examine the influence of tourists' knowledge and past experiences regarding alcohol consumption on the choice of alcoholic beverages and the choice of drinkscapes at tourist destinations. Respondents were asked to rate provided attributes on a 5-point Likert scale according to their preferences in selecting alcohol or drinkscapes. Four hundred and eighty-one questionnaires collected from a web-based survey at popular drinkscapes in Goa were analyzed. The research ranks attribute based on the mean values used by consumers when selecting a drinkscape or ordering alcohol. Based on the results of factor analysis, the study found that the most important factors influencing the choice of alcohol were taste, quality, quantity to be consumed, the brand of the alcoholic beverage and the level of intoxication desired. Whereas ambience, entertainment, safe environment, comfortable seating and clean surroundings were the critical factors indicating the choice of drinkscapes for the respondents. Regression analysis also suggested a significant impact of tourists' knowledge and past experiences regarding alcohol consumption on the choice of alcoholic beverages and the choice of drinkscapes. Regarding the implications for drinkscape management, this study suggests placing a stronger emphasis on providing drinkscapes having a beverage list that stands out with good brands and a variety of quality alcoholic beverages, a good ambience that emphasized a safe and clean environment and good entertainment to attract customers to stand out in this competitive industry. This study also contributes to the field by providing practical information that will enable bar managers to facilitate memorable drinking experiences better.