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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 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 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.

The purpose of this study, a case study, is to present the uniqueness of the only UNESCO-awarded tea consumption tradition worldwide and its implications on the tourism industry by analyzing and weighting initializing effects of tea on the regional economy, as well tea tourism-related cultural and social rootings.

Between 20 July 2020 and 20 August 2020, qualitative interviews have been conducted with regional experts, as well as relevant statistics have been evaluated, cultural and social effects have been analysed and weighted, following two main research questions: can “Tea”, along with its history and tradition, be used effectively for initializing tourism and destination brand management? What kind of instruments are useful for reinforcing authentic tea-oriented destination marketing? In addition, the European Tea Speciality Association (ESTA) supported this research project also with another qualitative interview. Furthermore, two workshops of the Working Group on International Tea Tourism have been used to discuss and reflect the impacts of tea museums and tea consuming traditions as well as the European Tea Research Circle (ETRC).

Tea and its culture is a strong motive for initializing tourism, as it is linked to cosy ceremonies and social gathering. The brand awareness of the destination “East Frisia” as the “tea destination” of Germany is powerful, and the “East Frisian Tea Ceremony” became a regional social anchor and element of loyalty for tourists and citizens. It is useful and profitable to develop more tea-related authentic evens and products to use this UNESCO award and the positive image of tea ceremonies to strengthen the regional economy.

As the UNESCO award was awarded in 2016, any impacts could only be evaluated for a short period of time.

The specific tea culture in East Frisia has the potential for establishing this region as the most unique region for Tea Tourism in Central Europe. This should be evaluated and developed within additional measurements and programmes. The aim should be a plan for additional mapping and tea-related events and attractions to use this unique heritage for developing sustainable tourism and strengthening the regional hospitality infrastructure.

The East Frisian tea culture is empowering people and functions as a harmonic link among the inhabitants of a structurally underdeveloped region. Thus, this habit is a key factor for the stability and pride of the inhabitants, involving citizens and keeping traditions alive.

The combination of a cultural heritage award and a habit for celebrating the consumption of a hot beverage is unique worldwide. Therefore, this analysis is a valuable support for the transfer of applicable knowledge from academia to the industry as well as the first research project about the link between tea consuming heritage and tourism in Europe.

The purpose of this paper is to propose a rigorous methodology to undertake systematic literature reviews for coffee and tea tourism, thereby providing prospects and challenges of developing these niche markets for destinations.

The approach taken in this research is via a systematic literature review on past studies conducted in English related to coffee and tea tourism. In total, 30 articles related to coffee tourism and 33 papers on tea tourism were analysed.

The research revealed that studies to date are largely fragmented, often using the lens of a coffee or tea tourism context or the perspectives of a single stakeholder such as consumers or producers. Few studies have attempted to undertake interdisciplinary frameworks to study coffee or tea tourism, which this research then documents as future avenues of investigation.

This study is conducted through the analysis of secondary data published academic material related to coffee and tea tourism in English and would have omitted other relevant resources that have been documented in the realm of other languages. Empirical, quantitative studies conducted based on this systematic literature review can also validate some of the key arguments central to this qualitative piece of work.

The research synthesises academic literature to date, providing a succinct overview of what is known about coffee and tea tourism based on the dominant themes and frameworks, thereby increasing practical knowledge and awareness of best practices in the field.

This paper contributes to uncovering the scope of coffee and tea tourism literature to date.

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 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.

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.

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.

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.

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.

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.

The main aim of the present research is to investigate the tea and coffee experience of travellers around the world and clutch the dimensions of tea and coffee museum experience.

Travellers who had experienced tea and coffee museums were purposefully selected as a sample group for the study. As tea and coffee museums that are benefiting from user-generated content (UGC) are limited, a qualitative multiple case study method has been chosen to enrich more comments and obtain more data. For the data gathering, as a UGC platform, TripAdvisor was benefited.

According to an inductive content analysis of reviews, the model of dimensions of tea and coffee museum experience that consist of nine main categories revealed: educational experience, authentic experience, memorable experience, participatory experience, shopping experience, atmosphere, facilities, employees and tour guides and negative experiences (negative staff attitudes and skills, lack of foreign language explanations and cleanliness).

To the best of the authors’ knowledge, this study is the first to examine the tea and coffee museum experience of travellers around the world. It contributes to the gastronomy literature by providing the dimensions of the tea and coffee museum experience.

The purpose of this study is to propose that in-factory experiences transfer into souvenir evaluation, and the process is moderated by customers’ commitment and readiness cumulated in daily life.

The study collected data from 398 tourists of tea leaves tourism factories.

The results reveal that interactive experience is a dominant determinant of perceived souvenir value. Interactive and hedonic experiences reinforce each other to create perceived souvenir value. Low commitment diverts customers to emphasize hedonic experience, whereas low readiness constraints customers’ resources, and hence, depreciates value delivered from interactive experience.

Intrinsic hedonic values are weaker predictors than extrinsic ones for perceived value in a leisure tourism setting. Merchandize quality is perceived and judged together with interpersonal interactions in the industrial tourism contexts, instead of objectively evaluating by customers themselves.

The experience or credence attribute of tea leaves is difficult for ordinary customers to evaluate, leaving most of the consumption value to be fostered by the firm. Perceived souvenir value could transfer to routinized purchase behavior, it is more imperative turning initial tourists into committed loyal customers by relationship management strategies than merely creating hedonic surroundings.

The study contributions are twofold: first, the study extends the influence of tourist experience to the perceived souvenir value; second, the study verifies the interaction effects of in-factory experiences and customer roles on perceived souvenir value.