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The number of craft breweries in British Columbia has grown significantly in recent years, numbering over 140 in 2017. Very little is known about the effects of the craft brewery industry in British Columbia, specifically as it relates to impacts not related to brewery revenue and job creation. Beyond British Columbia, the craft beer industry has not empirically examined nonrevenue impacts in a manner that reflects the global growth of the sector. Tourism experiences, such as those offered by craft breweries, are becoming increasingly important for resilience and sustainable growth and success of destinations. The goal of this research was to determine who visitors to craft breweries are, how tourist and resident patrons differ, and what effects craft breweries have on tourists who visit breweries. A 55-item survey was distributed at 11 craft breweries in three regions in British Columbia during the summer of 2017. Results found differences between tourist and resident patrons in selfimage congruency, age, and travel party size, but no difference in gender, education, or household income. From a tourism standpoint, it was found that memories have a significant, positive impact on loyalty regarding the brewery and the destination. For tourists, strong connections were found between social involvement and both authenticity and place attachment for those who were more socially involved in craft beer. Comparisons to previous research in the wine industry provide additional commentary. Implications for craft breweries, destinations, and future research in this area are discussed. [ABSTRACT FROM AUTHOR]

The attraction of craft breweries and wineries for visitors to British Columbia (BC), Canada, has grown significantly in recent years, particularly within millennials. However, little research has been conducted. The present research surveyed millennial visitors across craft breweries and wineries in BC. A total of 359 usable surveys were collected. Results found that although craft brewery and winery visitors had similar demographics, significant differences were found in all three social factors measured. In addition, the conceptual relationships between social involvement and self‐image congruency, as well as social return, were significant. Recommendations and implications for researchers, marketers, and industry professionals are discussed. [ABSTRACT FROM AUTHOR]