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Tourism as a business strategy for growth in Oregon and Washington craft breweries


Dunn, A, Tourism as a business strategy for growth in Oregon and Washington craft breweries, Craft Beverages and Tourism, Palgrave Macmillan, C Kline SL Slocum and C Cavaliere (ed), United States, pp. 105-118. ISBN 978-3-319-49852-2 (2017) [Research Book Chapter]

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Copyright 2017 The Editors and The Authors

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This chapter presents a case of Seattle and Portland craft brewers’ use of tourism practices to support their pursuit of market penetration. Little research has been conducted in this area, so this study aimed to explore how and why craft brewers encourage visitors to their breweries. Barriers to enter the tightly controlled US beer market encouraged brewers to find alternative methods of delivering their beer to consumers such as brewery tasting rooms, craft beer events and developing a craft beer culture supported by social media. All the interviewees adopted these tactics, but they did not track their visitors or collaborate with tourism organizations. The chapter adds to our understanding of how tourism practices have helped craft brewers build brand awareness and distribution channels but finds that brewers must address visitor needs to ensure a sustained tourism partnership.

Item Details

Item Type:Research Book Chapter
Keywords:tourism, craft breweries, business strategy
Research Division:Commerce, Management, Tourism and Services
Research Group:Tourism
Research Field:Tourism marketing
Objective Division:Commercial Services and Tourism
Objective Group:Tourism services
Objective Field:Tourism services not elsewhere classified
UTAS Author:Dunn, A (Dr Alison Dunn)
ID Code:116482
Year Published:2017
Deposited By:TSBE
Deposited On:2017-05-10
Last Modified:2018-05-22

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