The perception of tourism in coffee‐producing equatorial countries: An empirical analysis

Abstract

Some scholars have emphasized the importance of food tourism in mature and certain emergent economies for growing consumption‐related products (e.g., wine, beer, rice, and tea) and attempts have been made to study tourism levers and threats in developing economies. However, to the best of our knowledge, little research has been conducted on the potential development of tourism activities centered on coffee producers and their farms in equatorial countries to determine whether a coffee tourism market is developing in these locales and if this could enhance these countries’ brand perceptions. Thus, this study explores the antecedents of the perceptions, potentialities, attitudes, and behavior of tourists specifically with regard to coffee tourism and coffee cultivation visits. To achieve our goal, we employ a quantitative method involving a survey of potential tourists. Our findings indicate that while the effects of gender and age on the perceptions of coffee cultivation visits are not significant, the effects of coffee consumption and travel in coffee‐producing countries are positive and significant. These findings help us draw some relevant theoretical and managerial implications.

Does coffee taste better with latte art? A neuroscientific perspective

“…Coffee is one of the most popular beverages worldwide (Casalegno et al, 2020;Himawan and Rahadi, 2020;Samoggia and Riedel, 2018), and approximately 400 billion cups are consumed annually (Spence and Carvalho, 2020). The coffee industry is an important part of the global economy, considering that coffee is the second most-traded commodity worldwide (Hsu and Hung, 2005;Ida and M€ unchow, 2016;Liu et al, 2019).…”

Coffee tourism in Portugal: an attraction case study

“…This product is especially important for developing countries, as over 90% of coffee production takes place in these territories (Karlsson and Karlsson, 2009), with more than 75 million families worldwide relying on coffee for their livelihood (Pendergrast, 2009). Coffee consumption is also growing, with a worldwide increase of 2.1% in 2018 compared with the previous year (Casalegno et al, 2019).…”

Institutional barriers to coffee tourism development: insights from Ethiopia – the birthplace of coffee

“…While the demand for coffee tourism has been documented and the associated range of benefits demonstrated (Casalegno et al, 2020;Hasyim et al, 2020), it is also acknowledged that in many aspiring or operational coffee tourism destinations, this potential has yet to be fully realised. This has been attributed to a range of destination image issues, and policy, investment and coordination problems (Anbalagan and Lovelock, 2014;Candelo et al, 2019) that we may broadly consider under the umbrella of governance.…”

“…Local food and drinks comprise an important part of destination offerings, not only adding value to the visitor experience but also constituting stand-alone products that may form a primary motivation for visiting a destination (Hall, 2019). Coffee tourism is one such attraction, which as a niche segment can improve the overall tourism experience in tourist destinations and create the opportunity to promote and strengthen tourist destination performance (Casalegno et al, 2020). Destinations that produce coffee and/or with authentic coffee culture and history can use their potential to complement other tourism experiences and support socio-economic development (Anbalagan and Lovelock, 2014;Jolliffe, 2010).…”