La influencia de las emociones producidas en la compra de cerveza artesanal de turistas en México

• Autores: Lino Meraz Ruiz, Omar Alejandro Pérez Cruz, Mayer R Cabrera Flores
• Localización: Contaduría y administración, ISSN 0186-1042, ISSN-e 2448-8410, Vol. 70, Nº. 3, 2025, págs. 1-23
• Idioma: español
• Títulos paralelos:
  • The influence of the emotions produced in the purchase of craft beer by tourists in Mexico
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    Las cervecerías están utilizando el cerveturismo para vender directamente a los consumidores y desarrollar valor de marca. El objetivo de este estudio es determinar las emociones positivas y negativas, que produce la cerveza la artesanal y su influencia en la intención de compra de los cerveturistas. Este articulo aplica modelos de ecuaciones estructurales a una muestra de 600 cerveturistas para explicar la influencia de las emociones generadas por el consumo de este tipo de cerveza en la intención de compra. Los resultados arrojan luz sobre las emociones positivas que producen la visita a una cervecería, la recepción de noticia sobre estos productos y su influencia, la intensión de compra. Así mismo el sexo femenino resultó con mayores intensiones de compra de este tipo de cerveza. En este sentido, la investigación es relevante, ya que brinda información importante para las decisiones de comercialización y marketing de los productores de cerveza, así como para especialistas, académicos y otros emprendedores del destino turístico

  • English

    Breweries are using beer tourism to sell directly to consumers and develop brand value. The aim of this study is to determine the positive and negative emotions produced by craft beer and its influence on the purchase intention of beer tourists. This article applies structural equation models to a sample of 600 beer tourists to explain the influence of emotions generated by the consumption of this type of beer on purchase intention. The results shed light on the positive emotions produced by visiting a brewery, receiving news about these products, and their influence on purchase intention. Likewise, the female gender showed a higher intention to purchase this type of beer. In this sense, the research is relevant as it provides important information for the marketing and marketing decisions of beer producers, as well as for specialists, academics, and other entrepreneurs in the tourist destination

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