Geographic Features and Environmental Consequences of Coffee Tourism and Coffee Consumption in Budapest
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DOI: 10.21120/LE/15/1/2 Landscape & Environment 15 (1) 2021. 10-15 GEOGRAPHIC FEATURES AND ENVIRONMENTAL CONSEQUENCES OF COFFEE TOURISM AND COFFEE CONSUMPTION IN BUDAPEST LÓRÁNT DÉNES DÁVID1*, BULCSÚ REMENYIK2, GOGO FREDRICK COLLINS ADOL3 1 Szent István University, Institute of Supply Chain Management, Marketing and Tourism, 2 Budapest Business School, Department of Tourism, Budapest Department3 of Tourism and Hospitality, Gödöllő *Email: [email protected] Szent István University, Faculty of Economics and Social Sciences, Gödöllő Received 20 March 2021, accepted in revised form 12 April 2021 Abstract of Hungarian households, thus our country can be considered to be one of the major coffee drinking nations.As a survey At theby endthe Hungarianof the 19th Centralcentury Statisticaland the turn Office of the (2019) twentieth confirms Budapest coffee with is consumed its internationally in 83% famous and unique coffee culture was known as the coffeehouse capital. Post-modern tourism revived this tradition and coffee became once again a favourite consumer item while cafés turned into scenes of community life. The latest stage of the coffeehouse renaissance was partly due to the increasing role of American type café chains including McCafé, Starbucks, California Coffee Company etc. and the drop in the price of the Arabica coffee. Our research focuses on the impact of this new type of coffee consumption wave on the coffee habits of Hungarians. The American café chains have become widespread in Europe detrimentaland their ability to the to keepplanet. the Coffee price ofcultivation coffee low contributes worldwide to demonstrates the destruction significant of rainforests, market power.the changing While ofcoffee the soilconsumption and last but has not several least benefitsresults infrom a high a physiological amount of solid point waste of view, due its to environmental the popularity impactof coffee is capsules. Our treatise explores these concerns as well. Keywords: coffee tourism, coffee consumption, environmental impact, Budapest 1. Introduction 19th century as coffeehouses became social centres. Presently only a few remodelled Coffee was introduced in Hungary during historical coffeehouses are operational with the Turkish Conquest as cafés had already the Central, the New York, and the Hadik been in use in the Ottoman Empire in the House serving customers at their original location. All coffeehouses had to adapt to established in Buda under the rule of Sultan the requirements of the postmodern age Suleiman.16th century. The first coffeehouses were assuming fully new functions compared The second renaissance of coffee tourism to their original purpose. The Central took place in Budapest at the end of the Coffeehouse developed a strong restaurant 11 Landscape & Environment 15 (1) 2021. 10-15 Fig. 1. Café locations in Budapest (google maps 2020) coffee culture of 19th century Budapest. and become one of the tourist attractions The product is aimed at young people and offeredprofile byprimarily the capital. addressing As part ofthe a luxurylocals includes cultural and artistic performances. hotel the New York turned into a social hub for foreign tourists, and the alternatively 2. Material and Methods revived Hadik Coffeehouse was divided into two parts providing various attractions to Focusing on coffee as a touristic product, young and old visitors, along with local and we have performed both secondary and foreign tourists. Several of the established primary research in context of the respective confectioneries, the Auguszt, the Szamos, or material and methods. Coffee tourism the oldest one in Budapest, the Russwurm intends to familiarise visitors with the assign a high role to coffee consumption in international coffee consumption culture via the combination of attraction components The current revival of coffee tourism in with this beverage (Kleidas-Jolli, 2010). Budapesttheir business is mostly profiles due as to well. the appearance of While coffee tourism is considered an American café chains in the domestic market. important component of agro-tourism by While Starbucks and McCafé have the highest the international research literature (Lyon, 2013), certain authors consider it as part California Coffee Company, and the Coffee of gastro-tourism (Kleidas-Jolli, 2010). The Shopcustomer Company and salesare strongfigures, rivals. Costa The Coffee, new type of cafés, which primarily serve a young include providing a stable source of income for clientele, are located in Central Budapest, coffeemain economicfarmers in benefitstropical regionsof coffee (Karlsson- tourism near the major universities and other areas Karlsson, 2009) along with promoting a willingness to visit coffee producing regions By coffee tourism we mean a new type of far from Europe (Setiyorini, 2018). Coffee has tourismwith heavy product foot traffic that combines (Fig. 1). the offerings a magical capability to transport its drinker of the 21st century new wave cafes with the to Brazil, Vietnam, or Kenya without leaving Landscape & Environment 15 (1) 2021. 10-15 12 one’s home (Anbalagan-Lovelock, 2018). the venue as the main attraction along with The primary research included a survey the developed international brand and the of 340 young people in our practice hotels accessibility of the given facility. 43% of the in Hungary, and in the United States in respondents revealed that they consume Broadmoor and See Island concerning the coffee twice a day. 23% drink three or four potential impact of American cafés on the coffee consumption culture in Budapest. enjoys this beverage more than 6 times a day. Hungarianstimes a day, 3%tend five to frequentor six times cafés a day, after and lunch 2% The development of postmodern coffee or in the afternoon hours (Fig. 2). tourism in Budapest is based on the fact that members of the Y and Z generation While both countries are considered major spend more than 50% of their income on services. 90% of the respondents frequents cafés are more popular in the United States coffeehouses with a group of 2-5 and 94% whilecoffee Hungariansconsumers, tendFigure to 3prefer confirms drinking that of the groups are composed of friends and coffee at home. acquaintances, 3% visits cafés with other For Hungarians it is more important that a family members, and 2% were married coffeehouse is comfortable (Figure 4) as most couples. Respondents consider the image of of them like to sit down and spend a longer Fig. 2. Where do you drink coffee at certain times of the day? Fig. 3. Where do you drink coffee most often? 13 Landscape & Environment 15 (1) 2021. 10-15 Fig. 4. Factors determining the selection of cafés Fig. 5. How do you drink your coffee? Fig. 6. Why do you drink coffee and how does it help you? time there, while Americans rather ask for of the cafés as Americans emphasize quality coffee to go. 80% of Hungarian respondents (54%) and Hungarians appreciate the wide preferred sitting down by a table at a café and selection. 67% of American respondents chose to take Figure 5 shows that the Americans tend coffee with them. It is noteworthy that price to insist on consuming coffee in a healthier is not a major factor concerning the selection way as they tend to favour other sweeteners Landscape & Environment 15 (1) 2021. 10-15 14 instead of milk, whipped cream and sugar. Bobcsák asserts that this situation results Nevertheless, they are not familiar with from the use of a high amount of nitrogen- another healthy way to sweeten coffee, the based fertilizers in order to make the use of honey. laterite soil suitable for coffee growing and Figure 6 shows that Hungarians consider to increase the crop yields (Bobcsák 2011). coffee consumption as a break from daily Although the decline of the rainforests leads tasks, while in America people frequent cafés to the production of less oxygen, its long term in order to meet friends. effect on the Earth’s atmosphere has not been assessed yet. Almost 80% of respondents wrote that the quality of coffee is very important to them. In The preference of the new type of cafés for terms of coffee supply, cafes should also sell easy to store coffee capsules made from the light and dark roasted coffee. According to our combination of plastic and aluminium leads survey, guests do not primarily decide which cafe to consume based on their selection. an appropriate recycling procedure hasn’t However, in addition to espresso coffee, it is beento a significantdeveloped environmentalyet. The processing hazard of since the important to include the main elements from continuously growing capsule mountains is the ristretto to the latte with caramel syrup. expected to take decades (https://greenfo. hu/hir/kornyezeti-bomba-a-kavekapszula/). 3. Discussion: environmental demonstrating the respective threat to the aspects environmentOne of the originatesmost often from quoted2018. figures The rising popularity of coffee tourism Proving that coffee has the largest carbon contributed to global warming. In the footprint, Bobcsák calculates that the discussion segment we explore how the production and processing of traditional coffee plant (along with the cocoa) can be coffee results in the highest carbon-dioxide held responsible for the greenhouse effect. release (0,140 kg/cup) followed by capsule coffee (0,092 kg/cup) and freeze-dried coffee Due to the worldwide growth of coffee (0,068 kg/cup) (Bobcsák 2011). consumption coffee plantations tend to take up an increasingly larger percentage of The smallest ecological footprint is tropical rainforests. Some researchers assert caused by espresso and the largest segment that such developments greatly contribute to of Hungarians surveyed in the cafés (34%) global warming (Gibbs 2018). In case of the prefer to drink this type of coffee. jungles of Ghana and the Ivory Coast 80% After oil coffee is the second most of the vegetation was burned in order to important global commodity. While there make room for coffee and cocoa production are 125 known coffee species on Earth, only (Pearce 2019).