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Abstract
The purpose of this study is to determine alcohol's role in the evolution of a regional dance subculture and in the construction of a destination mecca for shaggers in North Myrtle Beach, South Carolina. Stebbins's (1982) concept of serious leisure and Meethan's (2001) tourist space concept were used as theoretical frameworks. Data collection occurred over a three‐year period through in‐depth interviews with 33 individuals and 17 couples. A general interview guide, consisting of open‐ended questions, was used to provide structure. The constant comparison method was used during data analysis. Three themes emerged from the data. First, alcohol plays an important role in the development of a unique leisure environment. Second, alcohol consumption patterns contribute significantly to the construction of various shagger identities. Third, North Myrtle Beach is perceived as a destination mecca for shaggers where drinking, dancing, and socialising are lived experiences, existing within the contested leisure tourist space.
