University Presentation Showcase: Undergraduate Poster Gallery
Preview
Creation Date
Spring 2017
Major
Honors Program
Department
Recreation and Park Administration
Degree
Undergraduate
Mentor
Michael J. Bradley
Mentor Department
Recreation and Park Administration
Abstract
Local breweries in Kentucky attract those who identify with the local community. In general, residents near a brewery are more likely to drink the local beer, because they feel they are contributing to a place that shapes their identity. Research shows that breweries often use this local identity to sell their product, using local items in their brewery to draw visitors. This project determined the local identity of Kentucky brewery visitors and their attachment to the local community, and the results showed that people have a stronger local identity when they drink local beer. Additionally, local brewery patrons believed that local beer is more environmentally friendly and healthier. It is also believed that local beer has a better taste and many prefer local beer over the widely manufactured beer. In conclusion, the local community feels that these breweries contribute to the local identity of the community. While more research can help understand patron preferences, results may help brewery and local business marketing and promotion by linking products to local identity.
