WHAT MAKES PEOPLE ATTEND A CRAFT BEER EVENT? INVESTIGATING INFLUENTIAL FACTORS DRIVING ATTITUDE AND BEHAVIORAL INTENTION
Issued Date
2024-01-01
Resource Type
ISSN
08580855
Scopus ID
2-s2.0-85193398490
Journal Title
ABAC Journal
Volume
44
Issue
2
Start Page
1
End Page
13
Rights Holder(s)
SCOPUS
Bibliographic Citation
ABAC Journal Vol.44 No.2 (2024) , 1-13
Suggested Citation
Pongwat A., Talawanich S. WHAT MAKES PEOPLE ATTEND A CRAFT BEER EVENT? INVESTIGATING INFLUENTIAL FACTORS DRIVING ATTITUDE AND BEHAVIORAL INTENTION. ABAC Journal Vol.44 No.2 (2024) , 1-13. 13. doi:10.59865/ABACJ.2024.11 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/98491
Title
WHAT MAKES PEOPLE ATTEND A CRAFT BEER EVENT? INVESTIGATING INFLUENTIAL FACTORS DRIVING ATTITUDE AND BEHAVIORAL INTENTION
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Author's Affiliation
Corresponding Author(s)
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Abstract
This research aimed to identify and validate the influential factors driving the attitudes of craft beer event attendees toward attending the craft beer event. The influential factors in the research model were derived from three conceptual frameworks, namely event service quality, Eventscape, and craft beer consumption. The data were collected from 254 attendees of Chiang Mai Craft Fest arranged in Chiang Mai province, Thailand, and were analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that three factors (i.e., quality of entertainment activities, quality of venue environment, and quality of craft beer selection) significantly heighten attendees’ attitudes, increasing behavioral intentions toward the craft beer event, and thus, should be strongly emphasized and highly prioritized by concerned practitioners with the provision of sufficient resources. This research also contributes to the body of theoretical knowledge, proposing a holistic and relevant set of influential factors stimulating attendees’ attitudes in the understudied area of craft beer events.