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One of the growing segments in tourism industry in Bali is agritourism, a market segment, which has not been fully explored in terms of tourists’ point of view. Thus, knowledge about tourists’ motivation and satisfaction to choose this activity is still in its early stage. This chapter identifies the motivation and satisfaction of local tourists to visit civet coffee plantations. The research, based on a quantitative method, identifies five motivational factors which affect the satisfaction of tourists. The findings improve our understanding of people who choose coffee plantations for their holidays and offer opportunities to maintain and enhance the current situation for this type of agritourism site.

In conventional discourses on sustainability, the relationship between economics and ecology is central. A number of nations' economies benefited from responsible tourism following these conferences. By supporting local businesses and attractions, ‘green’ tourism helps communities achieve their natural and cultural objectives while also preserving their limited resources. In terms of sustainable travel, Kerala was an early leader. This study looks at RT initiatives in various stages, with an emphasis on green tourism's sustainable responsible travel practises. The green economic development bottom line method was used for this descriptive research. These results highlight the difficulties inherent with RT implementation. Our review of secondary data shows that the first rollout of RT was unsuccessful, but that subsequent stages showed great promise. In order to create sustainable tourism on a worldwide scale, the study also highlights the necessity for more research in other culturally distant places.

This chapter illuminates why and how a group of local social entrepreneurs improved farmers’ living conditions and contributed to the preservation of Kerinci Seblat National Park (KSNP) through sustainable coffee farming. KSNP is the largest national park on the Island of Sumatra and is a UNESCO world heritage site. However, since 2011, it has been listed as a “World Heritage in Danger” due to illegal logging, encroachment, and poaching of KSNP land. To save KSNP and improve the living conditions of the people around the national park, a group of local social entrepreneurs gathered in 2014 and devised a vision of “preserving the nature by empowering the community” by establishing Koperasi Alam Kopi Kerinci (ALKO cooperatives). The cooperative started to recruit seasoned farmers and younger people who wanted to become agripreneurs. The coffee supply chain was strengthened by educating farmers about good farming practices and coffee traceability technology, so Kerinci coffee could compete in the export market. After seven years of collaborative work, by early 2021, the initiative empowered 516 farmers who cultivated 410 hectares of coffee plantations in 24 villages with a total production of 350 tons of Arabica specialty Kerinci coffee. Ninety-five per cent of coffee productions were exported with premium prices to Belgium, Norway, France, the Netherlands, England, New Zealand, the USA, China, Malaysia, and Singapore. Farmers started to enjoy the fruit of their hard work. Some illegal loggers stopped poaching KSNP and started to plant coffee outside KSNP. The endeavor to preserve the nature and empower the community has started to show good results.

This chapter challenges the urban bias in studies on the middle class in India and underlines the need to focus on the significant role rural middle class plays in economic diversification. Given that more than 23% of the upper middle class are located in rural India, it is surprising to note that their contribution in supporting experience economy remains under-researched. Thus, this chapter fills a key gap in existing studies on rural tourism in India by underlining how rural middle-class has triggered a huge demand for travel within the country itself for rural cultural programmes and different schemes to promote rural heritage sights.

Along with the changing needs and expectations of tourists, their demands for special interest tourism types have also increased. In this context, tea tourism is accepted as one of the notable tourism types in recent years. For this reason, it is important to examine the behavior of tourists participating in tea tourism and to provide services accordingly. However, studies on the experiences of tourists participating in tea tourism are still insufficient. The purpose of this study is to determine the memorable experience components of tourists participating in tea tourism. In this context, data were collected using semistructured interviews, participant observation, and online tourist comments. According to the findings, the memorable experience components of tourists participating in tea tourism activities are divided into four themes. These themes are: information about tea, tea-related environments, the taste of tea, and interaction. At the conclusion part of the study, some suggestions were made to the marketers, managers, and operators related to tea tourism according to the determined themes.

This chapter presents the case of the coffee-growing region located in the southern portion of the state of Chiapas, along the Guatemalan border. This region was relatively prosperous until the 1980s, thanks in part to price support programs established through international coffee agreements. A short supply of labor attracted farm workers from adjacent regions. These were seasonal, undocumented workers who arrived from Guatemala and whose status of illegal immigrants fostered their exploitation. The liberalization of the international coffee market combined with a sharply reduced state intervention engendered the control over coffee production by a few transnational companies and the collapse of the economy of small producers. Combined with natural disasters whose effects were not addressed by the neoliberal state, this situation caused the region to be bypassed by Guatemalan labor that now prefers direct migration to the United States. This region also has been transformed into an increasingly underdeveloped area affected by outmigration. Chiapas has become a long vertical border for undocumented Central American workers as Mexican migration policy has toughened following the establishment of the US national security policy. In this sense, there is a stark contrast between the mobility of financial and commercial capital and the ease with which both move in and out from the region, and the obstacles imposed on labor mobility.

In this chapter, the analysis-action nexus will be addressed by reviewing studies from across the chapters. The broad themes covered have included governance and sustainability, consumer benefits and experiences, and networking among entrepreneurs and associated opportunities. It is argued that addition to tourism intelligence often lies in improving communication, building trusted connections, and affirming local networks. A focus on the need for trust, the use of tools for insights, the value of identifying new trends, and understanding target markets, together with the usefulness of training and an appreciation of time, help smooth the journey along the long and winding road from analysis to action.

Destination marketing strategies are designed to attract visitors, inviting them to acknowledge and virtually experience the different resources available on site. Still, their success also depends on the ability of destination management organizations (DMOs) to develop an effective communication strategy. The ongoing COVID-19 pandemic radically changed the goals set by the promotional campaigns launched by the Portuguese tourist boards. This study analyzes the textual content of the innovative promotional video campaigns released between mid-March and early April 2020 by Portuguese tourism authorities at national level (Turismo de Portugal), regional level (Centro, Algarve, Madeira and the Azores) and local level (Cascais) to promote these destinations during nationwide states of emergency. Since image is undeniably a key component of destination choice, content analysis approach was conducted using NVivo to measure the cognitive–affective image dimensions using a semantic differential scale. The results indicate that the campaigns conveyed inspiring messages of hope and trust to help restore tourists' confidence in their safety and emphasized the planning for future trips while aiming to reduce risk perception by highlighting that the destination is safe for travel. That way these campaigns are in close accordance with the literature focusing on corporate social responsibility applied to DMOs and image recovery strategies.