Hop(e)s of rural revitalization in China? The craft brewers’ perspectives

Ferreira, Bruno; Long, Yanjie

Publication:
Hop(e)s of rural revitalization in China? The craft brewers’ perspectives

dc.contributor.author	Ferreira, Bruno
dc.contributor.author	Long, Yanjie
dc.contributor.department	Arizona State University
dc.contributor.department	Arizona State University
dc.date	2023-10-23T00:52:32.000
dc.date.accessioned	2024-04-26T21:34:55Z
dc.date.available	2024-04-26T21:34:55Z
dc.description	<p>Bruno Ferreira is an assistant professor of tourism development and management at the Hainan University-Arizona State University International Tourism College (HAITC) in Haikou, Hainan Province, China. His research is centered around the intersection of tourism, entrepreneurship, and community development, looking at the psychological and environmental antecedents of tourism microentrepreneurship among under-resourced individuals.</p> <p>Yanjie Long is an undergraduate student of tourism development and management at the Hainan University-Arizona State University International Tourism College (HAITC) in Haikou, Hainan Province, China.</p>
dc.description.abstract	Rural revitalization is a priority of the Chinese government, aimed to combat the country’s rural decline. Local leaderships and entrepreneurs are encouraged to pursue non-traditional and innovative economic activities. With the craft beer scene on the rise in China, this study investigates the potential of craft brewing to support the country’s rural revitalization effort. To this end, we inquired eight brewers about consumer motivation and demographics, business models, marketing, policy, challenges and opportunities. Results show that craft beer is predominantly an urban middle-class phenomenon, and that structural barriers and cultural differences may hamper a swift expansion into rural areas. However, there are reports of neo-rural craft beer entrepreneurism which, combined with a broader push for the premiumization of the beer market, may accelerate rural adoption.
dc.identifier.uri	https://hdl.handle.net/20.500.14394/49525
dc.relation.url	https://scholarworks.umass.edu/cgi/viewcontent.cgi?article=2901&context=ttra&unstamped=1
dc.source.status	published
dc.title	Hop(e)s of rural revitalization in China? The craft brewers’ perspectives
dc.type	event
dc.type	event
digcom.contributor.author	isAuthorOfPublication\|email:bsimoesf@asu.edu\|institution:Arizona State University\|Ferreira, Bruno
digcom.contributor.author	Long, Yanjie
digcom.identifier	ttra
digcom.identifier.contextkey	33516199
digcom.identifier.submissionpath	ttra/2023/work_in_progress/16
dspace.entity.type	Publication