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Testing The Alcohol Consumption Experience Scale In A Touristic Environment., Edgar Dsouza Dr., Dayanand M.S. Dr., Nilesh Borde Dr.
Testing The Alcohol Consumption Experience Scale In A Touristic Environment., Edgar Dsouza Dr., Dayanand M.S. Dr., Nilesh Borde Dr.
Journal of Tourism Insights
This study examines how a tourist's alcohol consumption is impacted by their choice of alcohol, drink environment, social context, and service experience. Employing the Alcohol Consumption Experience (ACE) scale, the study uses a quantitative research approach. This study attempted to gather tourists' views and perceptions on the factors that influence the alcohol consumption experience and their behavioural intention based on their experiences in Goa. A total of 962 completed questionnaires were used in the analysis. The new measurement scale, the Alcohol Consumption Experience scale (ACE) scale, contained 52 items across six dimensions: Choice of alcohol, choice of drinkscapes, social setting, …