Coffee Tourism Development Potential: Benefit and Consequences

Purpose This study aims to identify the key variables which determine intentions to visit coffee/tea tourism plantations particularly those adopting sustainable practices. Also, this study ascertained the perception of risk in travelling due to the fear of Covid-19 on travel intentions to such coffee/tea tourism destinations. Design/methodology/approach Using the theory of planned behaviour as a basis for this study’s framework, data was gathered from 302 eco-conscious Generation Y and Z consumers via an online survey. Partial least squares were then applied to analyse the data. Findings Learning and relaxation motives were important in determining consumers’ attitudes towards sustainable coffee/tea tourism. The intention to engage in sustainable coffee/tea tourism is most strongly affected by the risk of travelling, followed by attitude. Research limitations/implications The addition of contemporary variables was given to the theory of planned behaviour’s core constructs to better reflect consumers’ attitude and behaviour towards a growing form of tourism under unprecedented times. Practical implications Travel or tourism operators will have first-hand insights on the factors that drive intentions to visit sustainable coffee and tea destinations, thus enabling more strategic action to be undertaken to reach the targeted young consumers. Originality/value This study examines young, environmental-conscious consumers’ perspectives on novel travel destinations which adopt sustainable practices. Risk in travelling was assessed which is necessary given Covid-19 has severely disrupted consumers’ travel patterns.

Section: Discussionmentioning

confidence: 99%

Have coffee/tea, will travel: assessing the inclination towards sustainable coffee and tea tourism among the green generations

Yeap

Ooi

Ara

et al. 2021

“…Novelli (2005) suggests that coffee tourism can be considered as a niche tourism market, even though it may appeal to a limited number of people, mainly coffee lovers. Setiyorini (2018) argues that coffee tourism is a form of eco-and educational tourism whereas Anbalagan and Lovelock (2014) indicate that coffee tourism should be developed as a niche market of ecotourism such as agritourism. Jolliffe (2010) refers to coffee tourism as a travel experience related to coffee consumption, history, traditions, products and culture.…”

Section: Coffee Tourismmentioning

confidence: 99%

Coffee tourism in Portugal: an attraction case study

Dinis

Melo

Sousa

2021

Purpose This paper aims to demonstrate how attractions and experiences associated with coffee can contribute to dissemination and knowledge of its culture and to the development of coffee tourism in Portugal. Design/methodology/approach A case study methodology is applied, focusing on the Coffee Science Centre – Delta Interpretation, Scientific and Technological Promotion and Tourism Promotion Centre (CCC). Findings Results indicate that this type of attraction can be used to disseminate coffee culture by providing differentiating and enriching experiences to tourists, and most importantly, by developing tourism in a sustainable way. Originality/value This study contributes to expanding the knowledge on coffee tourism, an under-explored field of study, particularly in Portugal, where to the authors knowledge, there is no applied research within this scope.

“…The state clearly has a role, and where absent this may affect the ability of coffee producers to participate in tourism (Apodaca-Gonz alez et al, 2014;Leewellyn and Palupi, 2020;Setiyorini, 2019). Marketing and branding by government-run destination management organisations, for example, is important (Chen et al, 2017;Wang et al, 2019), and coffee farmers also need financial support to develop coffee-tourism, and this may involve the role of nationalised banks but also advice from government organisations, such as ministries of agriculture and tourism (Vinuta et al, 2019).…”

Section: Governance and Coordinationmentioning

confidence: 99%

Institutional barriers to coffee tourism development: insights from Ethiopia – the birthplace of coffee

Degarege

Lovelock

2021

Purpose The purpose of this paper is to identify pathways to improve the performance and competitiveness of Ethiopia's tourism sector using coffee as one essential tourism experience, thereby improving the socio-economic conditions of the local communities who depend on coffee for their livelihoods. Design/methodology/approach Based upon qualitative focus group discussions undertaken with key informants in both the coffee and tourism sectors in Ethiopia. Findings Despite the existing tourism development potential, Ethiopia has not yet fully exploited this position. While the country uses coffee to assist its destination marketing strategies, practical interventions to position coffee as a primary tourism product are absent and remain of critical importance. Research limitations/implications In this exploratory study key informant participants from government and industry share their experience within this policy domain. It is acknowledged that future research aiming to provide a fuller picture of governance in this domain would also include the perspective of community-level coffee growers. Practical implications Paramount among the implications of this study is the need to enhance cross-sectoral planning and collaboration and to establish a bridging organisation that will help integrate the agricultural (coffee) sector and the tourism sector. Social implications This study identifies key governance-related obstacles to addressing rural poverty through coffee-related agri-tourism initiatives in Ethiopia. Originality/value This paper addresses, from a governance perspective, the obstacles and opportunities for coffee as a tourism product/experience in Ethiopia. The paper identifies what interventions and innovations in policy and practice are necessary to enhance the role of Ethiopia's coffee culture in the performance of the country's tourism sector.