The influence of Scotch whisky as cultural alcoholic beverage on travel motivations

Abstract

This paper investigates the influence of cultural alcoholic beverages, specifically scotch whisky, on motivations for travelling to a destination. Employing a quantitative research approach grounded in the push and pull motivations theory, the paper examines the relationship between whisky and culture as core products and travellers’ intention to participate in Scottish whisky tourism. The findings reveal a positive relationship between the intention to participate in whisky tourism and both whisky as a core product and the degree of cultural tourist. These results suggest that perceiving a destination as a producer of high-quality cultural alcoholic beverages can enhance its overall appeal as a tourist destination and whisky as a core product can serve as a motivator for tourism. This study contributes to destination marketing literature by offering insights that are valuable for destination managers and marketers in developing and promoting whisky tourism initiatives.