From margins to mainstream: Branding indigenous beverages through gastronomic tourism in emerging economies
Tourism and Hospitality Research
Published online on February 25, 2026
Abstract
Tourism and Hospitality Research, Ahead of Print.
Indigenous alcoholic beverages remain underexplored in tourism research despite their cultural and economic potential, especially in developing economies where global brands dominate consumption. This exploratory study investigates how such beverages can ...
Indigenous alcoholic beverages remain underexplored in tourism research despite their cultural and economic potential, especially in developing economies where global brands dominate consumption. This exploratory study investigates how such beverages can ...