Social and Behavioral Sciences Commons^™

Craft Beer: Penetrating A Niche Market, Douglas W. Murray

Department of Nutrition and Food Studies Scholarship and Creative Works

Purpose – The purpose of this paper is to examine the underexplored niche market potential of craft beer, especially as it may relate to independent food and beverage operations, as a means of gaining competitive advantage.

Design/methodology/approach – Data were collected through the distribution of a survey instrument to craft beer and home brewers, designed to assess the demographic profile, purchasing/restaurant selection, and decision behavior of this group and assess the likelihood of their future behavioral intentions toward continued participation in the craft beer segment.

Findings – The paper reveals that craft beer and micro brew pub success has been …

The Hotel As The Holiday/Stay Destination: Trends And Innovations., Gereva Hackett, Detta Melia

Conference papers

This paper analyses trends in the international hotel industry and provides insights into the trends that are most likely to influence future business success. Trends, such as, design, social and lifestyle changes, the eco-hotel, the historically significant hotel, the sports hotel, the health spa, the quirky hotel, the boutique hotel and the fashionable hotel which are differentiating the traditional hotel product are discussed. This paper is based on primary and secondary research providing a comprehensive snapshot of trends in the sector. Primary research was carried out through an in-depth study and content analysis of hotels worldwide.

These hotels are now …