Inaugural Events and Beer Tourist Behavior: Capitalizing on the Craft Beer Movement: Capitalizing on the craft beer movement

The craft beer movement has resulted in an increased number of beer festivals. Consequentially, many event organizers, groups, and individuals have sought to capitalize on this movement by hosting inaugural beer festivals. This manuscript proposes a multi-dimensional conceptualization of perceived value specific to beer festivals incorporated into a model for beer tourist behavior by exploring the staging of an inaugural beer festival hosted in a rural community located in Southeastern New Mexico, USA. A mixed-methods approach incorporates depth interviews and questionnaire data. Depth interviews with ten attendees provide supplementary information not obtained from the questionnaire. Sixty attendees completed the questionnaire resulting in a 34% response rate. Researchers performed an exploratory factor analysis and regression analyses to test the models. The multi-dimensional conceptualization of perceived value and the elements comprising servicescape significantly impact satisfact