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

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