The perception of tourism in coffee-producing equatorial countries : an empirical analysis

Casalegno, C; Candelo, E; Santoro, G; Kitchen, PJ

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.

Citation

Casalegno, C., Candelo, E., Santoro, G., & Kitchen, P. (2020). The perception of tourism in coffee-producing equatorial countries : an empirical analysis. Psychology and Marketing, 37(1), 154-166. https://doi.org/10.1002/mar.21291

• Journal Article Type: Article
• Acceptance Date: Nov 1, 2019
• Online Publication Date: Nov 16, 2019
• Publication Date: Jan 1, 2020
• Deposit Date: Dec 9, 2019
• Publicly Available Date: Nov 16, 2021
• Journal: Psychology and Marketing
• Print ISSN: 0742-6046
• Electronic ISSN: 1520-6793
• Publisher: Wiley
• Volume: 37
• Issue: 1
• Pages: 154-166
• DOI: https://doi.org/10.1002/mar.21291
• Keywords: Applied Psychology, Marketing
• Publisher URL: https://doi.org/10.1002/mar.21291
• Related Public URLs: https://onlinelibrary.wiley.com/journal/15206793
• Additional Information: Additional Information : ** Article version: VoR ** From Crossref via Jisc Publications Router **Journal IDs: pissn 0742-6046 **History: issued 16-11-2019; published_online 16-11-2019 **License for this article: starting on 16-11-2019, , http://onlinelibrary.wiley.com/termsAndConditions#vor