Bridging tea with tourism: empirical evidence from India and Sri Lanka

Abstract

Purpose This paper aims to investigate the specific tea tourism (TT) determinants. This paper uses the Porter’s Diamond model to critically examine how India and Sri Lanka gained a competitive advantage in the international market. Design/methodology/approach A cross-country study was conducted in which TT destinations in both India and Sri Lanka were considered for study. TT stakeholder perspectives were assessed through the Porter Diamond model, whereas data collection was based on a structured questionnaire that adopted the conceptual model (refer to the questionnaire as annex 1). Findings This study revealed that each determinant of Porter’s Diamond model (i.e. Factor Conditions – FC, Demand Conditions – DC, Related and Supporting Industry – RSI, Firm Strategy, Structure and Rivalry – SSR, Government – GO and Situational Force – SF) is playing a significant role in TT and India has an edge on Sri Lanka as a TT destination over each determinant of Porter Diamond model. Research limitations/implications This study restricts its scope to the present TT stakeholders of India and Sri Lanka, comprising 6 latent variables and 31 indicators, offering opportunities for future research to tourists and local residents in TT using the same model variables, and indicators. Practical implications This study highlights the emerging TT destinations in India and Sri Lanka by sensitizing the competitiveness and comparativeness using Porter’s Diamond model through the partial least squares structural equation modeling. Originality/value This study reflects a unique way of exploring emerging TT destinations through Porter’s Diamond model, signifying the competitive advantage.

Factors Influencing Cultural Industry Competitiveness in Anhui Province Using Porter’s Diamond Model and the Mediating Effect of Government Support

“…The finding from this study was supported by the finding from the research that have been done by Tirumalaisamy et. al., (2023), Tiwari et. al., (2023 and Namburete, (2023).…”

Exploring the booming tea tourist industry and unconventional tourism through the ritual of drinking tea in India

“…Within India Serving tea is a long-standing custom woven like a thread into society's cultural fabric [10]. The tea industry is a major economic driver [9,11]. Doing a tea tour is a great way to help the environment [12].…”

“…Scholars believe further research is required on the role tea plays in providing warm, satisfying, and professional service to guests. Hall et al [14], Tiwari et al [11] and Boniface [15] all contributed to the field of tea tourism, but "Tea and Tourism: Visitors, Traditions, and Transformations" has had the most impact (2007). Tiwari defined tea tourism in 2023 as driving through a fascination with (a) history, (b) culture, and (c) tea.…”

“…They discovered that tourists may enjoy a wide variety of tea-related activities, from touring tea shops and participating in tea ceremonies to visiting tea plantation accommodations including cottages, gardens for tea, and exhibitions. Tiwari et al [11] investigated potential threats to the expanding tea tourism industry in Sri Lanka. According to Cheng et al [13], tourists like participating in cultural activities like picking tea leaves and seeing traditional performances as part of a trip to a tea garden.…”

“…Consuming tea-related goods has been identified as a key element of tea tourism that supports nearby areas economically in a sustainable way [11]. Tea tourism and the drinking habits of travelers sparked by inventive teabased drinks remain in their infancy and lag behind the actual industry, despite the phenomenal rise of the economic reality of new tea products.…”