Testing The Alcohol Consumption Experience Scale In A Touristic Environment.

Abstract

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, service experience, consumption experience and behavioural intentions. By testing the Alcohol Consumption Experience framework to gather tourists' drinking behaviour and examine the views and perceptions on the factors that influence this experience, the study aims to understand better the impact of these factors on the alcohol consumption experience and its impact on future behavioural intentions. The findings from the study revealed a positive relationship between the choice of alcohol, choice of drinkscapes, social settings, and service experience with alcohol consumption experience and its significant impact of alcohol consumption experience on tourist revisit intention and willingness to recommend the alcohol consumption. This study provides major theoretical contributions to the gastronomic tourism literature, with an emphasis on alcotourism, that go beyond previous studies. The study's findings imply important implications for drinkscapes seeking to balance or emphasize these components of service excellence.