Rangson ChirakranontSirijit SunantaMahidol University2022-08-042022-08-042021-09-01Sustainability (Switzerland). Vol.13, No.18 (2021)207110502-s2.0-85115418027https://repository.li.mahidol.ac.th/handle/20.500.14594/76897With Thailand as a context, this study explores the applications of Pine and Gilmore’s experience economy framework in two forms of craft beer tourism, namely brewpubs and festivals. A three-pronged qualitative research design is used wherein data was collected through observa-tions, interviews (n = 26), and netnography (n = 203). The findings revealed that both forms of craft beer tourism implement four dimensions of the experience economy in different measures. Esthetic and escapist dimensions benefit from natural, scenic settings and a man-made environment. In ad-dition, they advance the framework by proposing the dimension of entrepreneurship, which or-chestrates the entertainment and education elements that enhance tourists’ experiences. The application of the experience economy framework is a useful strategic approach for craft beer tourism which can be applied in niche or special interest tourism, while also providing a significant influence on destination marketing and sustainable development.Mahidol UniversityEnergyEnvironmental ScienceSocial SciencesArticleSCOPUS10.3390/su131810448