ABSTRACT
This study informs rural communities, brewers, and destination leaders interested in cultivating craft beverages as a component of rural tourism, suggesting ways in which destinations can work cooperatively to attract travelers who seek an authentic experience. Additionally, the study provides insight into how craft beer can serve as a model for the growth of the tourism industry in West Virginia. This study included in-depth semi-structured individual interviews conducted with two principal groups of participants: breweries and destination marketing organizations. This study explores the tourism product mix in West Virginia, the role of craft breweries, and the evolution of the Wild and Wonderful brand. The study engages three central questions. (1) What role does craft beer play in the tourism product mix in West Virginia? (2) Is craft beer helping to redefine the state’s identity as a destination? (3) Can craft beer tourism serve as a model for diversification and development of authentic rural tourism in West Virginia?
