Have coffee/tea, will travel: assessing the inclination towards sustainable coffee and tea tourism among the green generations

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

Citation

Yeap, J.A.L., Ooi, S.K., Ara, H. and Said, M.F. (2021), "Have coffee/tea, will travel: assessing the inclination towards sustainable coffee and tea tourism among the green generations", International Journal of Culture, Tourism and Hospitality Research, Vol. 15 No. 3, pp. 384-398. https://doi.org/10.1108/IJCTHR-08-2020-0191