Journal
TOURISM MANAGEMENT PERSPECTIVES
Volume 30, Issue -, Pages 147-158Publisher
ELSEVIER
DOI: 10.1016/j.tmp.2019.02.009
Keywords
Coffee tourism; Coffee estates; Experience design; Memorable tourism experiences scale (MTES); Rural tourism; Destination marketing and branding; Taiwan
Categories
Funding
- Higher Education Sprout Project - Ministry of Education, Taiwan [107A42]
Ask authors/readers for more resources
The main goal of this research was to analyze the tourism experiences offered by coffee estates in Taiwan. A mixed-methods approach was applied in two main parts. First, the profiles of Taiwan coffee estates were examined in terms of the experiences provided to engage visitors. In-depth interviews with owners indicated they can be categorized into traditional, educational, and comprehensive coffee estates. Second, using the memorable tourism experiences scale (MTES), the resulting visitor survey findings were overwhelmingly positive. However, four specific recommendations were made for the sustainable development of coffee estate tourism in Taiwan: increasing and improving marketing and branding by government-run destination management organizations; developing an integrated tourism supply system and value chain in areas containing coffee estates; creating new coffee tour products with travel agencies and tour operators; and establishing education as the key selling point of coffee estates. These four initiatives will contribute to solving some of the challenges Taiwanese coffee estates are currently facing, while continuously developing the niche market of coffee estate tourism.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available