2020Journal articleFree to read
Yi Liu
California State University ScholarWorks (system-wide DSpace)
People have many different motivations to travel. The World Food Travel \nAssociation (2016) found that 75% of leisure travelers are motivated to visit a destination to experience local cuisine. Tea drinking habits and tea cultures differ around the globe, and tea tourism is an emerging trend. Unlike Japan and Sri Lanka, where a thriving tea tourism industry is driven by demand for matcha (green tea) and black tea, respectively, China, which is the birthplace of tea, has not attracted much attention as a tea tourism destination. Few have studied tea tourism in China, and little is known about tea tourists??? intentions to visit. The purpose of this study is to explore factors that could impact American tourists??? intentions to participate in Chinese tea tourism. The multiple regression analysis was employed. Results of an online survey of 273 tourists reveal that tourists who would consider participating in Chinese tea tourism are motivated primarily by tea garden services, followed by extra activities and cultural activities. These findings have practical implications for Chinese tea tourism promotion strategies.
Abstract text comes from PubMed, OpenAlex or Europe PMC and belongs to the authors and publisher.
Study type
Observational (human)
Surveys, cohorts and consumer studies, with no intervention.
Assigned automatically from the title, abstract and subject terms.
Topics
Matcha is mentioned in passing here (named in the abstract).
Yi Liu. (2020). Who is the Potential Tea Tourist. California State University ScholarWorks (system-wide DSpace).
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