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There exists insufficient literature on classification and taxonomy of tea leaves supply chain (TLSC), so the purpose of this paper is to study the existing TLSCs and classify them accordingly. Apart from this, the paper also focuses on identification of key decisions issues in the supply chains (SC) and developing a TLSC decision framework for the state of Assam in India.

The paper is based on a two-year detailed study on TLSC in Assam which encompasses 22 Tea Estates, 41 Small Tea Gardens (STGs) and a Research Institute (Tocklai Tea Research Institute). Secondary data were collected from relevant websites of various government organizations of India, company’s websites, annual reports, official statements from the companies, tea market reports, annual reports of the Indian Tea Association, the Tea Board of India, Tea Research Institute and published reports, etc.

The “point of origin” of TLSC is a tea garden, “point of consumption” is considered as a tea factory and green tea leaves (GTLs) forms the basic raw material. This SC includes mainly three players: Tea leaves growers, manufacturers of made tea and tea leaves agents. This study identifies the three types of TLSCs existing in Assam: TLSC1, TLSC2 and TLSC3. Among them, only TLSC1 is both responsive as well as an efficient chain, while the rest are only responsive chains. Later two SCs can be made efficient with the proposed TLSC4.

There is an insufficient literature on classification and taxonomy of TLSC, therefore the study (considerably the classification and taxonomy of TLSC) was developed from the primary data which were collected from the 22 Tea Estates and 41 STGs of four districts of Assam, because of limited time (two years). The study should have involved more tea estates and small tea gardens for better classification and taxonomy.

The proposed model suggests that small tea growers may create a co-operative whereby smaller tea gardens (STGs) (members of the co-operative) unite to act as a single large garden, set up their own co-operative factory and recruit permanent tea plucking laborers. This up-gradation of TLSC2 and TLSC3 to TLSC4 may enable a group of STGs to work in a manner similar to a Tea Estate.

To the best of authors’ knowledge this is one of the first studies to classify the TLSC in Assam.

Throughout history, tea garden workers are treated as slaves of employers and live an inhuman life in modern society. This paper aims to provide an account of the deplorable community (workers) of the tea garden in Bangladesh.

The authors used a mixed-method research approach to conduct this study. In the first stage, using a semi-structured questionnaire, Focus group discussions (FGDs) were done by forming two groups from two districts to get a clear picture of the tea garden workers’ living standards in Bangladesh. Based on the findings of the FGD, the researchers prepared a structured questionnaire containing the basic elements of their quality of work life. In this stage, the authors collected the information from 200 tea workers about their quality of work life.

The major finding showed that the overall country’s economy is booming because of tea workers’ contributions, but their economic conditions gradually become impoverished. The workers’ are living with colossal poverty and vulnerability. Besides, the workers are supposed to get fundamental rights, including food, clothing, shelter, education and health, but the higher authorities were found indifferent to take the necessary initiative to implement these rights.

The data was collected only from the tea garden workers. This study excluded any other parties (trade union leaders, panchayats, garden managers and owners). Thus, it is suggested that the researchers should conduct a similar study covering the opinion, including all the parties.

Both the workers and the higher authorities of the tea garden might benefit from this study’s findings. Workers will be more aware of their basic rights. The authorities can also prepare some effective policies to improve the overall quality of life of the tea workers.

To the best knowledge of the authors, this is the first study on tea garden workers’ inhuman life in Bangladesh in the entire emerald insight publishers.

The study examined the utilisation patterns of healthcare services among tea garden workers and analysed the factors influencing utilisation in an Indian context.

The authors employed a mixed-method approach and an explanatory sequential design for the study. A survey was conducted in the beginning followed by in-depth interviews in a north-eastern state of India (Assam). Andersen health behaviour model was used to explore the factors influencing healthcare utilisation. The sample size for the survey and in-depth interviews were 300 and 19, respectively, recruited employing multistage random and purposive sampling techniques.

Out of 300 workers surveyed, 169 (56.3%) were females, 257 (85.7%) were married, 77 (25.7%) were illiterates and 229 (76.3%) had monthly household income less than 100 US$. The survey also found that 47.3% and 15.3% had non-communicable and communicable disease respectively. Most of the workers (67.3%) utilised government facilities, and close to one third (28.7%) utilised tea garden hospitals. About 63.3% had health insurance, but a majority (78.9%) did not use it previously. The analyses of interviews explored the need, enabling, predisposing factors under three important themes influencing utilisation of healthcare services among the workers.

The study generates evidence to strengthen the Indian Plantation Labour Act, 1951 for tea garden worker's welfare protection and warrants transition from colonial-era policies to contemporary industry realities in order to improve their living, employment, nutritional and health conditions.

The research adds to the existing literature on overall healthcare services utilisation (including coverage and utilisation of health insurance) among blue collar workers who usually lack access to healthcare facilities and explores important factors that determine utilisation in the Indian context.

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.

In quest of exploring the issues, challenges and opportunities prevailing in the tea tourism industry, this study aims to present a comprehensive morphological analysis (MA). More specifically, it identifies critical dimensions that bear significance for the sustainable growth of tea tourism.

The present study adopted a triangulation method of research involving an ethnographic study (ES) followed by a series of focus group sessions carried out from the prominent tea-producing districts in India. This study accords equal importance to both the demand and supply perspectives of tea tourism and its stakeholders.

Critical dimensions such as improper planning and marketing efforts, limited collaboration among stakeholders, the involvement of local people, socio-economic inequality and consumer’s attitude towards tea tourism were identified as major issues and challenges.

The present research limits its scope to the geographical boundary within India keeping cross-boundary research for future study. This study will aid future researchers and scholars in expanding the domain of tea tourism.

The present study bears significance to the policymakers, governing bodies, marketers, tour operators in embracing a socio-economic perspective while undertaking a suitable strategy towards marketing of tea tourism and ensuring its sustainable development.

This study makes a novel attempt in blending the ES, focus group sessions and MA, together in a single research initiative, making it a single point reference in tea tourism literature.

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.

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).

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.

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.

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.

This study reflects a unique way of exploring emerging TT destinations through Porter’s Diamond model, signifying the competitive advantage.

为了研究茶旅游的具体决定因素, 本文采用波特钻石模型批判性地检验印度和斯里兰卡如何在国际市场上获得竞争优势。

以印度和斯里兰卡作为茶旅游目的地进行的一项跨国研究。基于一项结构化问卷（附件1）进行数据收集, 并通过波特钻石模型评估茶旅游利益相关者的观点。

研究表明, 波特钻石模型的每个决定因素：因子条件（FC）、需求条件（DC）、相关和支持产业（RSI）、企业战略、结构和竞争（SSR）、政府（GO）和情境力量（SF）都在茶旅游中发挥着重要作用。作为茶旅游目的地, 印度比斯里兰卡在波特钻石模型的每个决定因素方面都更具有优势。

目前的研究范围仅限于印度和斯里兰卡目前的茶旅游利益相关者, 包括六个潜在变量和31个指标, 为未来研究茶旅游中游客和当地居民的未来研究使用相同的模型变量和指标提供了可能。

本研究使用波特钻石模型和PLS-SEM模型来突出印度和斯里兰卡作为新兴茶旅游目的地的竞争力和可比性。

这项研究展现了一种通过波特钻石模型来探索新兴茶旅游目的地的独特方法, 表明了它的竞争优势。

Para investigar los determinantes específicos del turismo del té, el documento actual emplea el modelo del Diamante de Porter, examinando de forma crítica, cómo India y Sri Lanka obtuvieron una ventaja competitiva en el mercado internacional.

Este estudio se llevó a cabo en dos destinos turísticos del té como India y Sri Lanka. Las perspectivas de las partes interesadas en el turismo del té se evaluaron a través del modelo del Diamante de Porter, mientras que la recopilación de datos se basó en un cuestionario estructurado, adaptado del modelo conceptual (consulte el cuestionario como anexo 1).

El estudio reveló que cada determinante del modelo del Diamante de Porter; Las condiciones de los factores (FC), las condiciones de la demanda (DC), la industria relacionada y de apoyo (RSI), la estrategia, la estructura y la rivalidad de la empresa (SSR), el gobierno (GO) y la fuerza situacional (SF) están desempeñando un papel importante en el turismo del té e India tiene una ventaja sobre Sri Lanka como destino de turismo de té sobre cada determinante del modelo de Porter.

El estudio actual restringe su alcance a las partes interesadas en el turismo del té de la India y Sri Lanka, que comprende seis variables latentes y 31 indicadores, ofreciendo oportunidades para futuras investigaciones a los turistas y residentes locales en el turismo del té utilizando las mismas variables e indicadores del modelo.

El presente estudio destaca los destinos emergentes del turismo del té en India y Sri Lanka, sensibilizando la competitividad y la comparabilidad, utilizando el modelo del diamante de Porter y el modelo PLS-SEM.

Este estudio refleja una forma única de explorar los destinos emergentes del turismo del té a través del modelo de diamante de Porter, lo que significa la ventaja competitiva.

Using consumption value theory, this study aims to examine the impact of tourists’ perceived consumption value dimensions of tea beverages offered by Hong Kong (HK)-style cafés, including taste value, price value, health value and emotional value, on tourists’ memorable experience (ME), satisfaction and revisit intention.

Using an online survey, this study collected 225 usable data from tourists who had experience in visiting HK-style cafés. Partial least squares–structural equation modelling was used to examine the importance of tourists’ value dimensions, including taste value, price value, health value and emotional value, on tourists’ ME, satisfaction and revisit intention.

The results revealed that taste value, price value, health value and emotional value are significant predictors of tourists’ ME in HK-style cafés, which in turn drive their satisfaction and revisit intention.

This study focusses on a single context: HK-style cafés. Future research may enhance the generalisability of the findings by replicating the model in other countries with diverse cultures.

Tourism marketers may strengthen tourists’ ME, satisfaction and revisit intention by promoting tea beverages as well as HK-style cafés. Tourism marketers are recommended to communicate taste value, price value, health value and emotional value of HK-style tea beverages, which in turn encourages tourists to learn about the features of tea beverages. Subsequently, it drives tourists’ ME and satisfaction, thereby strengthening their intention to revisit.

This study contributes to the tourism marketing literature by providing an understanding of the role of tea beverage value in driving tourists’ ME, satisfaction and revisit intention. By empirically testing a research model, this study confirms that specific consumption value elements of tea beverages, namely, taste value, price value, health value and emotional value, are critical drivers in driving tourists’ ME, satisfaction and revisit intention.

The case is meant for teaching business management students at the Postgraduate and Executive levels. It can be incorporated in the marketing management, entrepreneurship and international business course curriculum.

Since its inception in 2015, VAHDAM India had carved a niche for itself in the Global Tea Industry in a span of just seven years. The 29-year-old Founder-CEO, Bala Sarda was the first to create India’s largest born-global direct-to-consumer (D2C) premium wellness brand by bridging the gap between demand and supply of the country’s finest teas and superfoods globally. The venture also became a poster child for sustainability by strengthening its green credentials over the course of time.Having attained profitability in FY21, VAHDAM now aims to become a ₹500 Cr. brand by FY24. To push the goal across the line, channelisation of marketing will take centre stage. The case highlights the management’s dilemma of using green marketing as the pivot for increasing its market share in the emerging economies and boosting revenue. The underscored opportunities and challenges have to be addressed so as to formulate a green marketing mix suitable for the emerging market scenario.

Participants will develop an understanding about the evolving consumption landscape inclining towards eco-friendly wellness products and the relationship between green marketing mix, brand equity and its channelisation towards revenue generation. They will also get an overview of marketing challenges faced by a premium D2C wellness brand while entering an emerging market. The readers shall be able to analyse and suggest ideas for the formulation of an effective green marketing mix to meet the consumer expectations and achieve desired brand positioning.

Teaching notes are available for educators only.

CSS 8: Marketing

Because of COVID-19 restrictions, Meeting Centres (MCs) for people affected by dementia in the UK ceased to meet physically but continued to provide remote support. The aim was to understand the extent to which MCs were able to operate when physical meetings were not possible and how they achieved particularly in relation to the adaptation and coping model and practical, emotional and social adjustment.

Semi-structured interviews and focus groups were conducted with people affected by dementia, staff, volunteers, managers and trustees from MCs. Data were collected on the type and quantity of contact MCs had with people affected by dementia during lockdown. Data were coded and mapped against adaptation and coping strategies, i.e. practical understanding and empowerment, optimising emotional well-being and opportunities for social engagement.

A range of remote approaches, both technological (e.g. using online platforms) and non-technological (e.g. newsletters and post) were implemented alongside limited face-to-face contact. Regular MC activities were adapted using the different approaches. It was possible to map all the adaptation and coping model support strategies to the activities delivered in this way. MCs were able to adapt rapidly to continue to support people to adjust to change.

Moving forward, combining approaches (usual MC and remote) means person-centred support could be optimized, addressing social isolation and reaching those who cannot attend MCs.

This paper offers new insight into the extent to which community-based support for people with dementia can continue when face-to-face contact is not possible because of COVID-19.

The tea plantation industry is characterized by the large-scale deployment of cheap women laborers and gender-blind practices that make the social positions of women workers vulnerable. This paper considers women temporary workers in tea gardens to study the exacerbated impact of Covid-19 on their lives. The impact of the pandemic on marginal tea garden women laborers has not received enough attention from researchers; hence, the authors have studied the gendered implications of the pandemic on Adivasi temporary women workers in tea gardens in India. “Adivasi” is an umbrella term to refer to all indigenous tribes in India.

The authors conducted a qualitative study with 26 in-depth interviews with women temporary workers who identify themselves as Adivasis. For the discussion, the authors have mainly borrowed from intersectionality and subalternity literature.

The analysis explored the intersectional experiences of the women temporary workers (1) as members of Tea Tribes who are compelled to continue working at tea gardens as wage laborers, (2) job insecurities at work due to their temporary worker status, (3) disadvantages faced by women workers for their gender identity and (4) the gendered impact of the pandemic on their lives.

This study has explored the gendered impact of the Covid-19 pandemic on the lives of temporary women workers who belong to ethnic minority groups in the global south. The exploitation of labor rights in the tea industry during the pandemic has not been discussed enough by researchers earlier.