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Tourists' Attitudes Towards Tea Tourism: A Case Study in Xinyang, China.

Cheng, S., Xu, F., Zhang, J. and Zhang, Y., 2010. Tourists' Attitudes Towards Tea Tourism: A Case Study in Xinyang, China. Journal of Travel and Tourism Marketing, 27 (2), 211-220.

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DOI: 10.1080/10548401003590526


Tea tourism as a new niche market has become more and more popular. Through a case study in Xinyang, China, this research explores tourists' attitudes and perceptions toward tea and tea tourism, identifies who the potential tea tourists are, and compares their attitudes with others. One hundred seventy-nine questionnaires were administered; one-way ANOVA and chi-square test were used based on their willingness of tea tourism. The results suggest that tea tourists and non-tea tourists have significant differences in terms of their attitudes toward tea drinking and their willingness of buying tea as souvenir. Tea tourists are mainly tea lovers driven by their high interest in tea and tea culture; they tend to be both males and females (yet females show a significant higher percentage than males), between ages 31-40, who have a positive attitude toward tea drinking, and who often drink tea. This research also provides some marketing suggestions for this niche market.

Item Type:Article
Group:Bournemouth University Business School
ID Code:17559
Deposited By: Dr Feifei Xu LEFT
Deposited On:04 Apr 2011 09:36
Last Modified:14 Mar 2022 13:38


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