Evaluating the Use of Sense of Place as a Business Strategy in the Marketing and Promotion of Craft Beverage Tourism

Abstract

In the highly competitive market of Craft Beverage Tourism, many entities utilize their distinctive geographic identifiers to market their unique sense of place to their customers. Examples include the names of the business and products, labeling that reflects their location or local ingredients used and indigenous folklore and nostalgia to acknowledge the culture that shapes their industry, all to create a bond with customer’s lifestyles, sense of community and place attachments (Williams & Stewart, 1998). The use of sense of place as a business strategy at TB is highlighted through this case study by examining six components of sense of place through the lens of the MFPCE (Grunewald, 2003). Sense of place is a multifaceted topic, a concept whose roots are derived from personal and interpersonal experiences, direct and indirect contact with an area, and cultural values and shared meanings (Farnum et al., 2005). Sense of place can be described as the entire group of cognitions and affective sentiments held regarding a particular geographic locale (Altman & Low 1992; Jorgensen & Stedman, 2001). The phrase sense of place is also used by Anholt (2009) to denote those aspects that make a location distinctive and memorable and thus communicate its personality. This is derived from a variety of factors which consist of the place (the physical and cultural environment), the products with which the place is associated, and the people (Anholt, 2009).

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