Have coffee/tea, will travel: assessing the inclination towards sustainable coffee and tea tourism among the green generations

Yeap, J. A. L.; Ooi, S. K.; Ara, H.; Said, M. F.

Purpose: This study aims to identify the key variables which determine intentions to visit coffee/tea tourism plantations particularly those adopting sustainable practices. Also, this study ascertained the perception of risk in travelling due to the fear of Covid-19 on travel intentions to such coffee/tea tourism destinations. Design/methodology/approach: Using the theory of planned behaviour as a basis for this study’s framework, data was gathered from 302 eco-conscious Generation Y and Z consumers via an online survey. Partial least squares were then applied to analyse the data. Findings: Learning and relaxation motives were important in determining consumers’ attitudes towards sustainable coffee/tea tourism. The intention to engage in sustainable coffee/tea tourism is most strongly affected by the risk of travelling, followed by attitude. Research limitations/implications: The addition of contemporary variables was given to the theory of planned behaviour’s core constructs to better reflect consumers’ attitude and behaviour towards a growing form of tourism under unprecedented times. Practical implications: Travel or tourism operators will have first-hand insights on the factors that drive intentions to visit sustainable coffee and tea destinations, thus enabling more strategic action to be undertaken to reach the targeted young consumers. Originality/value: This study examines young, environmental-conscious consumers’ perspectives on novel travel destinations which adopt sustainable practices. Risk in travelling was assessed which is necessary given Covid-19 has severely disrupted consumers’ travel patterns. © 2021, Emerald Publishing Limited.