Examining Tourists' Intentions to Participate in Tea Tourism. An Emerging Market Context

• Autorzy: Enakshi Dutta , Vishal Soodan , Tajinder Jassal , Anurag Jain
• Języki publikacji: EN

Abstrakty

EN

Tea tourism, a growing niche segment within the broader realm of culinary and cultural tourism, has gained prominence as an emerging market opportunity. This study investigates the factors influencing tourists' intentions towards tea tourism. The research uses the stimulus-organism-response (S-O-R) framework, incorporating variables like destination credibility, authenticity, destination image, attitude and an intention to visit tea tourism destinations. Data from 392 domestic tourists were analyzed using structural equation modelling (CB-SEM). Key findings underscore the importance of factors such as destination image, tea-related knowledge and prior tea tourism experiences in shaping tourists' intentions. This research not only contributes to the emerging tea tourism market but also offers valuable insights for destination marketers, policymakers and tea industry stakeholders. Understanding these influencing factors can help tailor marketing strategies and offers to make tea tourism destinations more appealing, thus supporting sustainable growth in this burgeoning industry. Ultimately, this study sheds light on the preferences of tourists seeking immersive tea experiences and guides efforts to develop and promote tea-related tourism experiences effectively. (original abstract)

Słowa kluczowe

EN

Tea; Tourism; Tourist activity; Emerging markets; Tourism infrastructure

PL

Herbata; Turystyka; Aktywność turystyczna; Rynki wschodzące; Infrastruktura turystyczna

• Czasopismo: Turyzm
• Rocznik: 2023
• Tom: 33
• Numer: z. 2
• Strony: 145--156

Twórcy

autor

Enakshi Dutta

• Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India

autor

Vishal Soodan

• CMS Business School, JAIN (Deemed to be University), Bengaluru, Karnataka, India

autor

Tajinder Jassal

• Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India

autor

Anurag Jain

• CMS Business School, JAIN (Deemed to be University), Bengaluru, Karnataka, India

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DOI

https://doi.org/10.18778/0867-5856.33.2.12