Skip to Main content Skip to Navigation
Journal articles

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.
Document type :
Journal articles
Complete list of metadata

https://hal.archives-ouvertes.fr/hal-02397638
Contributor : Valorisation Service <>
Submitted on : Friday, December 6, 2019 - 3:58:37 PM
Last modification on : Saturday, December 7, 2019 - 1:43:42 AM

Identifiers

Collections

ICN

Citation

Cecilia Casalegno, Elena Candelo, Gabriele Santoro, Philip Kitchen. The perception of tourism in coffee-producing equatorial countries: An empirical analysis. Psychology & Marketing, 2020, 37 (1), pp.154-166. ⟨10.1002/mar.21291⟩. ⟨hal-02397638⟩

Share

Metrics

Record views

87