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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. (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)

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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 / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 10 Dec 2019 15:07
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
URI: http://gala.gre.ac.uk/id/eprint/26312

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