Skip navigation

The right brew? An analysis of the tourism experiences in rural Taiwan's coffee estates

The right brew? An analysis of the tourism experiences in rural Taiwan's coffee estates

Wang, Mei-jung, Chen, Li-Hsin, Su, Po-an and Morrison, Alastair M. ORCID: 0000-0002-0754-1083 (2019) The right brew? An analysis of the tourism experiences in rural Taiwan's coffee estates. Tourism Management Perspectives, 30. pp. 147-158. ISSN 2211-9736 (doi:https://doi.org/10.1016/j.tmp.2019.02.009)

[img]
Preview
PDF (Author Accepted Manuscript)
26312 MORRISON_The_Right_Brew_2019.pdf - Accepted Version
Available under License Creative Commons Attribution No Derivatives.

Download (403kB) | Preview
[img]
Preview
PDF (Tables)
26312 MORRRISON_Tables_2019.pdf - Supplemental Material
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (186kB) | Preview
[img]
Preview
PDF (Figures)
26312 MORRISON_Figures_2019.pdf - Supplemental Material
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (342kB) | Preview

Abstract

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.

Item Type: Article
Uncontrolled Keywords: Coffee tourism; Coffee estates; Experience design; Memorable tourism experiences scale (MTES); Rural tourism; Destination marketing and branding; Taiwan
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
Faculty / School / Research Centre / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 21 Aug 2020 04:04
URI: http://gala.gre.ac.uk/id/eprint/26312

Actions (login required)

View Item View Item

Downloads

Downloads per month over past year

View more statistics