Who Is the Potential Tea Tourism

WHO IS THE POTENTIAL TEA TOURIST?

A Project

Presented to the

Faculty of

California State Polytechnic University, Pomona

In Partial Fulfillment

Of the Requirements for the Degree

Master of Science

Hospitality Management

Yi Liu

2019

SIGNATURE PAGE

PROJECT: WHO IS THE POTENTIAL TEA TOURIST?

AUTHOR: Yi Liu

DATE SUBMITTED: Summer 2019

The Collins College of Hospitality Management

Dr. Wan Yang Thesis Committee Chair Hospitality Management

Dr. Patrick Lee Hospitality Management

ABSTRACT

People have many different motivations to travel. The World Food Travel

Association (2016) found that 75% of leisure travelers are motivated to visit a destination to experience local cuisine. Tea drinking habits and tea cultures differ around the globe, and tea tourism is an emerging trend. Unlike Japan and Sri Lanka, where a thriving tea tourism industry is driven by demand for matcha (green tea) and black tea, respectively,

China, which is the birthplace of tea, has not attracted much attention as a tea tourism destination. Few have studied tea tourism in China, and little is known about tea tourists’ intentions to visit. The purpose of this study is to explore factors that could impact

American tourists’ intentions to participate in Chinese tea tourism. The multiple regression analysis was employed. Results of an online survey of 273 tourists reveal that tourists who would consider participating in Chinese tea tourism are motivated primarily by tea garden services, followed by extra activities and cultural activities. These findings have practical implications for Chinese tea tourism promotion strategies.

Keywords: Tea tourism, Motivations, China, Tea garden services, Extra activities,

Tour packages, Cultural activities

iii

TABLEF O CONTENTS

List of Tables ...... vi

List of Figures ...... vii

Chapter 1 Introduction ...... 1

Chapter 2 Literature Review ...... 4

Tea Tourism ...... 4

Definition of tea tourism...... 4

Chinese Tea ...... 5

History of tea...... 5

Types of Chinese tea...... 7

Chinese tea ceremony...... 10

Potential Tea Tourism Motivations ...... 12

Tourism motivations...... 12

Beverage tourism motivations...... 13

Tea tourism motivations ...... 15

Tea garden services...... 15

Extra activities...... 16

Tour packages...... 16

Cultural activities...... 17

Chapter 3 Methodology ...... 19 iv

Data Collection ...... 19

Questionnaire and Measurements ...... 19

Chapter 4 Results ...... 22

Sample Profile ...... 22

Hypothesis Testing...... 24

Chapter 5 Conclusion ...... 27

Discussion ...... 27

Practical Implications...... 29

Limitations and Future Research ...... 30

References ...... 32

Appendix: Questionnaire ...... 41

L IST OF TABLES

Table 1 Types of Chinese Tea ...... 8

Table 2 Cronbach’s Alpha Scores...... 21

Table 3 Demographic Information (N = 273) ...... 23

Table 4 Summary of Regression Analysis ...... 26

LIST OF FIGURES

Figure 1. Tea set...... 10

Figure 2. Proposed model...... 20

Figure 3. Normal P-P Plot...... 25

Figure 4. Scatterplot...... 25

vii

CHAPTER 1

INTRODUCTION

Tourism is one of the largest industries in the world. In 2015, global international tourism revenue reached $1.26 trillion; in 2016, the tourism industry contributed over

$7.6 trillion in direct, indirect, and induced revenue to the global economy (Global tourism industry - Statistics & Facts, 2018). Furthermore, the tourism industry will directly contribute to GDP at a growth rate of 3.7% per year over the next 10 years

(World Travel & Tourism Council, 2019). Seeking to capitalize on this huge profit potential, more places are trying to attract tourists by establishing destination marketing organizations (DMOs). To motivate travelers to visit a particular location and develop a local tourism industry, a DMO must develop a nuanced understanding of travelers’ wants, needs, and interests.

Nowadays, tourists’ activities are no longer limited to relaxing in the sun on the beach (Parra López & Calero García, 2006). Wearing (2002) found that travelers in the twenty-first century are more likely to replace “sun-and-sand” vacations with new and exciting travel experiences. Recent growth in special interest tourism (SIT) has been driven by “travelers who visit a destination to pursue their special interests in a particular region or destination” (Read, 1980, p. 195). In other words, travel activities are increasingly connected with travelers’ interests in certain activities or destinations (Read,

1980; Weiler & Hall, 1992). SIT also can be viewed as a form of niche tourism

(Macleod, 2003) whereby the interests and travel desires of a particular market segment can make a destination more attractive and marketable (Kraftchick, Byrd, Canziani, &

Gladwell, 2014). Thus, understanding travelers’ interests and which incentives can

increase their desires to travel has become critically important.

Different individuals have different interests which can become major motivations for travel. Researchers found that 75% of leisure travelers are motivated to visit specific destinations because they desire to experience local food or beverages (Food

& Beverage Tourism Future Bright Says World's Largest Research Study, 2016). As a relatively new type of travel, food and beverage tourism can meet the needs of most

twenty-first century travelers who seek new and exciting travel experiences. Beverage

tourism, in particular, is on the rise. Similar to food tourists who seek to partake in

specific food experiences when they are traveling (Plummer, Telfer, Hashimoto, &

Summers, 2005), the primary travel purpose for beverage tourists is to experience and

enjoy a specific type of beverage, such as wine (e.g., Getz & Brown, 2006; Cho, Bonn, &

Brymer, 2017), beer (e.g., Plummer et al., 2005; Murray & O'Neill, 2012), whiskey (e.g.,

Spracklen, 2011; Stoffelen & Vanneste, 2016), or tea (Gunasekara & Momsen, 2007;

Cheng, Hu, Fox, & Zhang, 2012). Although a considerable amount of research exists on

wine and beer tourism, research on other types of beverages (e.g., tea) is limited.

Besides water, tea was the first widely consumed beverage in the world. In 2016,

2.9 million tonnes of tea were consumed in the worldwide; by 2021, consumption will

reach 3.3 million tonnes (Euromonitor International, 2017). Although, China is the

birthplace of the tea and has had an established tea culture for several centuries, Chinese

tea and tea-related products are not as famous as those associated with Japan, Sri Lanka,

or the United Kingdom. For example, Japanese matcha is famous worldwide, and related

products (e.g., matcha-flavored chocolate and ice cream) are well-known around the

globe. It is also an important component of Japanese culture. Similarly, tea is widely

known as the beverage of Great Britain. Although the tea ceremony originated in China, most people associate it with Japan. In the United States, people are more familiar with a variety of milk tea rather than “real” tea, and few know that China is the birthplace of tea.

As for tea tourism, India has attracted more travelers than China.

Tea tourism is emerging as a new type of tourism. The market has huge potential because this type of tourism is sustainable and green, and more people are becoming interested in tea culture. However, studies about Chinese tea tourism are limited, and little is known about travelers’ intentions to visit China to engage in tea tourism. Thus, the purpose of this study is to investigate factors that could impact U.S. tourists’ intentions to participate in Chinese tea tourism.

CHAPTER 2

LITERATURE REVIEW

Tea Tourism

Definition of tea tourism

Tea is an aromatic beverage usually prepared by steeping leaves from the evergreen shrub Camellia sinensis in boiling water (Martin, 2011). Although tea tourism is a relatively new concept, it has received some research attention. Zhang (2004) defined tea tourism as using a beautiful natural environment or historical heritage as a stage to showcase tea planting areas. Jolliffe (2007) proposed a more widely accepted definition of tea tourism as travel motivated primarily by an interest in tea, including history, traditions and consumption.

The relationship between tea and tourism can be traced back centuries. Early in

1598, Jan Huyghen van Linschoten documented stories about his foreign voyages

(Shalleck, 1972). These stories included descriptions of earthenware cups and pots used to serve tea in Japan. A few years later, an English reporter named Samuel Purchas documented how tea is prepared in both China and Japan (Shalleck, 1972). Tea trade routes, such as the Silk Road from the eastern Mediterranean to central China (Hamel,

2001) and the Tea Horse Road from China (mainly through Yunnan, Sichuan and Tibet) to Southeast Asia (Freeman & Ahmed, 2011) conveyed the earliest Western tea tourists to the East, where they learned about tea and its consumption and acquired related souvenirs. At the beginning of this century, tea gradually became a major attraction for tourists from around the world. In China, tea markets and tea shops offer tea service and accessories for tourists to purchase (Jolliffe, 2007). In Japan, tea ceremonies are major

attractions for cultural tourists (Jolliffe, 2007). In England, afternoon tea is recognized as an important symbol of the nation’s heritage and identity (Howard, 2003).

An increasing number of people are becoming interested in and consuming tea worldwide. This trend indicates a large potential demand for tea-related tourism activities

(Jolliffe, 2007). However, tea tourism is no longer limited to retracing old tea trade routes. Modern tourists desire to consume high-end tea, learn about and partake in tea ceremonies, purchase tea products, and so forth. Jolliffe (2007) suggested that tea can be a theme for tourism products and attractions. For example, tourists may desire to visit tea plantations/gardens and museums, attend tea festivals, taste tea, and learn tea-related knowledge. These tourism products constitute a major component of tea tourism (Ji,

2006). Different types of tea can form the basis for specific tea attractions, such as fruit and flora tea in Taiwan, horse-milk tea in Tibet, apple tea in Turkey, and afternoon tea in

England (Jolliffe, 2007).

Chinese Tea

History of tea

China is the birthplace of tea. As early as the Shang dynasty, tea was used as a medicinal beverage in southwest China (Heiss & Heiss, 2007). Some references to tea can be found in documents dating back to the Qin dynasty (Martin, 2011). Physical evidence from the mausoleum of Emperor Jing in Xi'an, China, shows that tea was drunk by Han dynasty emperors in the second century BC (Lu et al., 2016). The first record describing the acts of cultivating and steeping tea also dates to the Han dynasty (Mair &

Hoh, 2009). The earliest credible record of tea consumption can be found in a medical text, Shi Lun, written by Hua Tuo in the third century AD (Martin, 2011).

Tea consumption has a long history in ancient China, but it did not become

widely popular until after the mid-8th century Tang dynasty. Prior to this period, tea-

drinking habits were limited mainly to southern China (Benn, 2015). Tang dynasty writer

Lu Yu wrote the Book of Tea, which was the first book devoted exclusively to tea, with

information about how to plant tea, produce high-quality tea leaves, prepare tea as a

beverage, and evaluate tea (Mair et al., 2009).

During the Song dynasty, the processes of tea production changed from

compressed tea to the powdered form. The origins of modern techniques for brewing

loose-leaf tea also can be traced to this period. Although steeping remained the primary

way to make tea, leaves were prepared differently at the end of the Song dynasty. Fresh

tea leaves were roasted and then crumbled, rather than simply steeped. Tea preparation

processes were further developed during the Yuan and Ming dynasties. Fresh tea leaves

were pan-fried, then rolled and dried. This process can help preserve the green color of

tea leaves and prevent them from becoming dark. New tea preparation techniques during

the Ming dynasty facilitated the discovery of new types of tea: oolong tea and yellow tea

(Benn, 2015; Mair et al., 2009). In addition to tea production and preparation, and tea-

drinking habits, China also has the earliest records of a tea trade, dating back to the 10th

century BC (Tea (Meal), 2003). Six centuries later, Chinese tea was introduced to other

countries, such as Portugual, Great Britain, and India (Weinberg & Bealer, 2004; Sen,

2004). Today, China remains the top tea producing country in the world (The Worlds Top

10 Tea Producing Nations, 2017).

Types of Chinese tea

Tea has played a prominent role in China for almost 5,000 years. Over time, many factors have changed and evolved, especially the types of tea. The primary method used to classify Chinese tea is the degree of fermentation and processing; this also happens to be the most common and effective method of tea classification. Tea also can be classified by the area where it is grown and its characteristics. Chinese tea is divided into seven main categories: green tea, black tea, oolong tea, white tea, yellow tea, dark tea, and re- manufactured tea. Table 1 provides detailed information about the seven categories of

Chinese tea (Fercility, 2016; Zhongguo Chaye fenlei, 2011).

Table 1

Types of Chinese Tea

Main Category Production Production Process Main Characteristics Sub-category Examples Province(s) Green tea Jiangxi Plucking Fresh Roasted green tea Longjing Anhui Withering Green leaf Pi Luochun Zhejiang Twisting Light soap Jinmei Fixation (inactivation) Non-fermented Backed green tea Huangshan Maofong Backing Taiping Monkey King Sun-withered green tea Chuanqing

8 Shanqing Steamed green tea Black tea Fujian Plucking Red leaf Congou black tea Keemum tea Anhui Withering Red soap (Qihong) Guangdong Twisting Deep flavor Minghong Guangxi Fermentation Fully fermented Souchong black tea Lapsang Hainan Backing Smoked Lapsang Yunnan Broken black tea Oolong tea Fujian Plucking Golden soap Southern Fujian oolong Tikuanyin Guangdong Rolling Green leaf with red sides Shezhong datian Taiwan Fixation Half fermented high mountainous tea Twisting Northern Fujian oolong Wuyi Rock-essence Backing tea Gangdong oolong Phoenix ShuiXin DangChong Taiwan oolong tea Dongding tea

Table 2

Types of Chinese Tea (Continued)

White tea Fujian Plucking Yellow soap White bud tea Silver needle Withering Half fermented White leaf tea White peony Backing Yellow tea Hunan Plucking Yellow leaf Mengding yellow buds JunShan silver Anhui Fixation Yellow soap needle Over brewing Half fermented Small yellow tea Beigang silver Fixation needle Backing WeiShan silver needle Large yellow tea HuoShan large yellow tea

9 Guandong large leaf

tea Dark tea Hunan Plucking Dry tea is very dark Hunan dark tea Anshi, Fu tea Hubei Fixation Yellow soap Hubei dark tea Dark green tea Sichuan Twisting Afterward fermented Sichuan dark tea Sichuan brick tea Yunnan Pile-fermentation Yuannan and Guangxi Pu’er Guangxi Backing dark tea Re- Flower tea Jasmine tea manufactured Osmanthus scented tea tea Pressed tea Caky tea Brick tea Extracted tea Easy-to-dissolve tea Concentrated tea Fruit-flavored tea Milk tea Medicinal tea

Chinese tea ceremony

China is not onlyis the birthplace of tea, but also where the tea ceremony originated. The

Chinese tea ceremony can be traced back to the Tang dynasty. The first book to introduce

the Chinese tea ceremony was the Book of Tea, which described how to use tea sets to

prepare tea and how to drink it. Tea and art began to combine during the Song dynasty,

and the tea ceremony became more ornamental.

The main characteristic of the Chinese tea ceremony is the pace, which sits at the

intersection of Taoism, Confucian and Buddhism (Chinese tea ceremony, 2015). The tea

ceremony provides an opportunity for people to taste tea, as well as to learn traditional

Chinese culture. The tea set (see Figure 1) is an important element of the tea ceremony. It

includes five components: (a) a chaze, teaspoon, tea funnel, tea holder, and tea grinder for

storing tea; (b) a tea clip, teaspoon, tea needle, tea paddle, and tea knife used to separate

brick tea; (c) an aroma cup, teacup, and saucer; (d) a tea tray, tea plate, water pot, tea leaf

pot, water basin, chakin (tea towel), and vessel used to wash tea sets; and (e) a kettle, tea

brush, and censer (Chinese tea ceremony, 2015).

Figure 1. Tea set

The Kung Fu tea ceremony, the most famous type of Chinese tea ceremony, has been performed since the Song dynasty. The Kung Fu tea ceremony requires a tea set with at least 10 components and is performed by following six basic steps (Chinese Tea

Ceremony, 2015):

Step 1: Pour hot water into a covered bowl and/or teapot.

Step 2: Pour hot water from the teapot into the teacup, then pour it away.

Step 3: Place the tea funnel (with tea leaves inside) on top of the teacup, soak tea

leaves with hot water for about 30 seconds, and then pour the hot water

away.

Step 4: Pour hot water into the tea funnel again and use the lip of the cup to

remove the foam.

Step 5: Soak tea leaves in hot water for a while, then use the lip of the cup to stir

the tea leaves slightly.

Step 6: Pour the tea into the teacup, and it is ready to drink.

Several other tea ceremonies are popular in China as well. The purpose of an ancient Chinese tea ceremony, Tōcha (also called Tea Contrast), is to compare different types of tea in terms of tea quality and preparation (Chinese Tea Ceremony, 2015;

Songdai Chayi Wenhua Jiben Zhishi Jieshao, 2015). Zen Tea is the oldest tea ceremony in China and typically is performed in temples. It is similar to the Kung Fu tea ceremony, but includes Buddhist elements. Buddhist monks believe that after a special art performance, tea can help inspire Buddha (Chancha wenhua: Yong Sizhong Xintai He

Yibei Cha, 2017). Monks also believe that tea can help them meditate all night, promotes digestion, and helps suppress sexual desires (Chinese Tea Ceremony, 2015). Another

famous tea ceremony is the Sichuan tea ceremony. Although it has existed for a long time, it began to attract attention in 2010. A complete Sichuan tea ceremony incorporates

Kung Fu, acrobatics, and tea culture. A tea master must use a copper pot with a 1.2-meter spout to pour tea into a teacup without spilling a single drop of water in the process.

Potential Tea Tourism Motivations

Tourism motivations

Park, Reisinger and Kang (2008, p. 161) defined motivation as the

“psychological/biological needs and wants that arouse, direct, and integrate a person’s behavior and activity.” People’s internal needs and wants serve as triggers that motivate them to travel.

Tourists are not a homogeneous group; many factors motivate individuals to participate in specific types of tourism. Researchers have been investigating tourists’ travel motivations for several decades. Thomas (1964) identified 18 important travel motivations in four distinct dimensions: education and cultural (e.g., to attend special events, to visit particular sights); relaxation and pleasure-seeking (e.g., to get away from everyday routine, to have a good time); ethnic (e.g., to visit birthplaces of one’s family); and other (e.g., history, weather, health, sports, etc.). Building on this framework,

Fodness (1994) identified six dimensions of motivation for leisure tourists: eco-defensive

(i.e., to build self-esteem), knowledge (i.e., to learn about others), utilitarian-reward maximization (i.e., to have a good time), utilitarian-punishment avoidance (i.e., to escape from daily life, to rest), social-adjustive (i.e., to understand ethnic and family history, or visit friends or relatives) and value-expressive (i.e., to gain prestige, or for social and

competitive reasons). These motivations for leisure tourism have not changed a lot in recent decades. Overall, Šimková and Holzner (2014) indicated that tourists’ personalities, attitudes, values, lifestyles, and desires to engage in new experiences to learn about other people, places, traditions, and cultures could motivate travel.

Beverage tourism motivations

In general, push-and-pull theory (Dann, 1981) is considered the most important

motivational theory in the beverage tourism context (Park et al., 2008; White &

Thompson, 2009; Kim, Goh, & Yuan, 2010). Push factors are connected to internal

forces, which can create the desire to travel (Scott, 1995; Park et al., 2008). Internal

forces include the need to escape from daily life, relaxation and prestige (Dann, 1981).

Push factors include anomie, “a situation of perceived normlessness and meaninglessness

in the origin society,” and ego-enhancement, which “is usually associated with relative

status deprivation in the individual” (Dann, 1981, p. 191). Pull factors are external forces

that can influence tourists’ travel destination decisions (Smith & Costello, 2009). Pull

factors include a destination’s landscape, infrastructure, etc. which can be viewed as the

“external environment’s opportunistic response to the psychological push drivers” (Park

et al., 2008, p. 43). Pull factors may stimulate and reinforce push factors (Dann, 1981;

Uysal, McGehee, & Locker- Murphy, 1996), such as when a tea garden offers a tea

tasting class to tourists to meet their educational needs. Push-and-pull theory also

explains the social aspect of tourism (Park et al., 2008). For instance, a tea garden offers

an activity (pull factor) that enables tourists to get to know more people or provides an

additional reason to visit family/friends in the area (push factor).

Most research about beverage tourism is focused on contexts involving wine

(Getz, 2000; Plummer et al., 2005). In the past decade, many scholars have explored the motivations behind participation in wine tourism (Brown, Havitz, & Getz, 2007; Getz et al., 2006; Cohen & Ben-Nun, 2009; Marzo-Navarro & Pedraja-Iglesias, 2012; Asero &

Patti, 2011; Galloway, Mitchell, Getz, Crouch, & Ong, 2008; Alant & Bruwer, 2004).

Researchers have identified multiple factors that attract wine tourists and influence them to choose specific destinations, including a winery’s atmosphere (Cohen et al., 2009) and destination marketing efforts (Brown et al., 2007).

However, as more people have begun to participate in beverage tourism, researchers have begun to examine contexts involving other types of beverages. In recent years, researchers have identified several travel motivations for beer tourists (Bujdosó &

Szűcs, 2012; Kraftchick et al., 2014; Francioni & Byrd, 2012, 2016), including a desire to have the craft brewery experience (Kraftchick et al., 2014; Francioni, 2012), to increase beer knowledge (Francioni et al., 2016) and to attend beer festivals or events (Bujdosó et al., 2012). Major motivations for whiskey tourists include visiting distilleries, purchasing related products (Hurl, Burns, Carruthers, & Elliott, 2016), attending whiskey festivals, and tasting whiskey (Wishart, 2009; Spracklen, 2011). Lyon (2013) found that the primary motivations for coffee tourists are to visit coffee plantations or small producer cooperatives, to learn about the history of coffee, and to purchase coffee related products.

Tea tourism motivations

Tea garden services

Wine, beer, whiskey, and coffee tourism have many similarities (Plummer et al.,

2005), most notably, beverage tasting and consumption. Traveling to engage in wine or beer tasting activities is an important criterion of wine or beer tourism. Findings also show that the primary motivations for wine tourists include a desire to visit vineyards and wineries, and to taste wine (O’Neill, Palmer, & Charters, 2002; Hall, Longo, Mitchell, &

Johnson, 1996). Studies about the motivations of beer tourists reveal that being able to taste beer is the top motivation for participation in beer tourism (Kraftchick et al., 2014).

For most beverage tourists, visiting the regions where beverages are produced (e.g., wineries, breweries and distilleries) is an important travel motivation (Brown et al., 2007;

Galloway et al., 2008; Marzo-Navarro et al., 2012; Francioni et al., 2016; Hurl et al.,

2016; Plummer et al., 2005). Beverage tourists also are motivated by the opportunity to purchase beverage-related products at the travel destination (Kraftchick et al., 2014;

Famularo, Bruwer, & Li, 2010; Jolliffe, 2010). For example, wine tourists want to purchase wine produced at wineries; beer tourists want to purchase beer produced at breweries. Likewise, coffee tourists are motivated by the ability to purchase coffee and related products (Jolliffe, 2010). Thus, individuals probably are more likely to engage in tea tourism if tea gardens offer services such as tea tasting and opportunities to visit tea gardens and purchase tea and tea-related products. Therefore:

H1: Tea garden services have a positive impact on tourists’ intentions to

participate in Chinese tea tourism.

Extra activities

A desire to learn is an important motivation for leisure tourists (Fodness, 1994).

The same is true for beverage tourists. Francioni (2012) indicated that for beer tourists, the third-most important motivation is to increase their beer knowledge. For wine tourists, the opportunity to learn about wine is an important incentive to participate in wine tourism (Galloway et al., 2008). Tourists in other beverage contexts also may want to learn about or even participate in the production process. For example, according to the

Irish Whiskey Association (2017), opportunities to learn about the production process are attractive to new tourists. Moreover, findings show that providing activities for children has a positive influence on wine tourists’ travel decisions (Cohen et al., 2009; Brown et al., 2007; Marzo-Navarro et al., 2012; Cho et al., 2017). For tea gardens, offering extra activities, such as tea tasting courses, opportunities to participate in tea production, and activities for children may attract more tourists. Thus:

H2: Extra activities have a positive impact on tourists’ intentions to participate in

Chinese tea tourism.

Tour packages

For leisure tourists, the primary purpose of travel is relaxation, so a stress-free travel experience is important to them (Goeldner & Ritchie, 2003). Some tourists do not want to spend a lot of time making travel plans; thus assistance pre-planned tour packages may make some destinations more attractive. For example, findings show that a package holiday is more attractive for wine tourists (Brown et al., 2007; Galloway et al.,

2008). To promote local whiskey tourism, visitors’ centers in Ireland organize whiskey

tours that enable individuals to learn about the history of the whiskey-making craft and

the production process while visiting multiple distilleries on the “whiskey trail.”

Likewise, beer tourism programs typically include visits to breweries, beer museums and

exhibits on “beer trails.” Similarly, organized tea tourism packages probably would

attract more tourists.

Good beverage travel experiences include not only activities involving a specific

beverage, but also lodging, meals, transportation, and so forth (Marzo-Navarro et al.,

2012). According to Maslow (1943), food and rest are the most basic human needs.

Therefore, meals and lodging are considered vital components of travel.

Accommodations with unique characteristics have a positive impact on tourists’ travel

intentions (Marzo-Navarro et al., 2012). A survey from Ryerson University (2016)

revealed that the reason why most tourists choose Airbnb over hotels is because they seek

novelty and want to have unique lodging experiences. Thus, tour packages that include

special lodging in tea gardens likely would boost tea tourism. Therefore:

H3: Tour packages have a positive impact on tourists’ intentions to participate in

Chinese tea tourism.

Cultural activities

For some tourists, cultural activities are the primary reason why they travel

(Goeldner et al., 2003). Eating local food is an easy way to learn about a destination’s

intangible heritage or culture (Björk & Kauppinen-Räisänen, 2016). Beverage tourists in

particular have a strong desire to eat local food. For example, some findings indicate that

fine dining is an important component of wine tourists’ travel experiences (Brown et al.,

2007; Galloway et al., 2008; Getz et al., 2006; Sparks, 2007). Given the popularity of

Chinese food worldwide, tea tourists may want to eat local food in Chinese tea gardens.

Overall, food is an important cultural component that can greatly influence tourists’ travel experiences (Chen & Huang, 2016).

Furthermore, many tourists desire opportunities to purchase local art, handicrafts and products as souvenirs of their trips (Tivers & Rakic, 2012). For most wine, beer or whiskey tourists, opportunities to experience history and culture and/or attend festivals are primary travel motivations (Bujdosó et al., 2012; Wishart, 2009; Spracklen, 2011).

Similarly, coffee tourists are motivated by opportunities to learn about coffee history, traditions, and culture (Jolliffe, 2010). Overall, cultural activities involving unique meals, local arts, crafts and produce, and festivals may positively influence tourists’ travel intentions. Thus:

H4: Cultural activities have a positive impact on tourists’ intentions to participate

in Chinese tea tourism.

CHAPTER 3

METHODOLOGY

Data Collection

This study is designed to test study hypotheses via an online survey. Respondents were recruited from Amazon’s Mechanical Turk (MTurk), an online research platform that provides benefits such as a large sample size, demographic diversity, efficient data collection, and low cost (Buhrmester, Talaifar, & Gosling, 2018). Most importantly,

MTurk respondents tend to provide better quality data than undergraduate samples

(Buhrmester et al., 2018), and data quality improves with compensation (Chen, 2012).

The online survey was administered in April 2019. Respondents who live in the

United States were invited to participate in the study in exchange for compensation of

$0.50. Considering the need to travel abroad, all participants had to be over 18 years old.

This also ensured that respondents had the potential to become tea tourists if they want

(Marzo-Navarro et al., 2012). A total of 291 questionnaires were collected. After

eliminating invalid and incomplete responses, 273 valid responses were analyzed in this

study.

Questionnaire and Measurements

To help respondents understand what tea tourism is, a brief introduction and

several pictures were provided at the beginning of the questionnaire. The introduction

and tea tourism related pictures can help respondents to understand the tea tourism and

Chinese tea tourism.

The questionnaire includes two sections. Questions in the first section measured

four factors with the potential to motivate individuals to participate in tea tourism (e.g., tea garden services, extra activities, tour packages, and cultural activities). The proposed

model is depicted in Figure 2. Respondents rated items using seven-point Likert-type

scales ranging from 1 (not at all important) to 7 (extremely important). The measurement

items for each factor were adapted based on extant beverage tourism research in contexts

involving wine, beer, whiskey and coffee. Three items related to tea garden services (e.g.,

“To be able to visit tea gardens”) were adapted from Marzo-Navarro et al. (2012), Hurl et

al. (2016) and Plummer et al. (2005). Three items related to extra activities (e.g., “The

possibility of taking tea tasting courses”) were adapted from Marzo-Navarro et al. (2012).

Three items related to tour packages (e.g., “The existence of special lodging”) were

adapted from Getz et al. (2006). Four items related to cultural activities (e.g., “There are

restaurants with unique menus related to tea”) were adapted from Cohen et al. (2009).

The second section of the questionnaire collected demographic information (i.e., gender,

age, marital status, race, education level, and annual income). Please see Table 2 for the

description of factors.

Tea garden services H1

H2 Extra activities Intentions to participate in H3 Chinese tea tourism Tour packages H4

Cultural activities Figure 2. Proposed model

Table 3

Cronbach’s Alpha Scores

Std. Factor Variable Mean Deviation Cronbach’s 훼 To be able to taste the tea produced at IV1: Tea garden 5.5 1.275 services a tea garden (V1) To be able to visit tea garden (V2) 5.53 1.231 0.815 To be able to buy the tea produced at tea garden (V3) 5.43 1.256

IV : Extra The possibility of taking tea tasting 2 5.07 1.453 activities courses (V4) The possibility of participating in tea production activities (e.g. stir-fry tea 5.07 1.424 0.724 leaves) (V5) The existence of an offer of activities for children (V6) 4.99 1.443

IV : Tour The existence of organized tea tourism 3 5.13 1.365 packages activities (V7) The existence of organized trips 5.21 1.296 0.812 (lodging, visits, tasting, etc.) (V8) The existence of special lodging (V9) 4.84 1.494

IV : Cultural There are restaurants with unique 4 5.10 1.421 activities meals related to tea (V10) There are shops that offer special arts 4.88 1.568 or handicrafts (V11) 0.796 There are shops or markets that offer 5.06 1.391 local farm produce for sale (V12) Tea festivals/Expo are held in the 5.10 1.370 region (V13)

Dependent I would like to get to know the 5.20 1.323 variable production areas of the best tea (V14) I would like to participate in tea-related 5.38 1.281 0.847 activities in China (V15) I would like to participate in Chinese 5.31 1.326 tea tourism in the future (V16)

CHAPTER 4

RESULTS

Sample Profile

A total of 273 respondents participated in this study (52.14% male, 42.86% female). Respondents’ ages ranged from 18 to 70 years and nearly half were between the ages of 26 and 35. Most respondents were well-educated, with 87.55% having received at least a college degree. The vast majority had relatively high annual incomes, with 82.8% earning more than $24,999/year. Nearly two-thirds of respondents were White (64.84%), and more than half were married. Please refer to Table 3 for detailed demographic information.

Table 4

Demographic Information (N = 273) Variable N % Gender Male 156 57.14 Female 117 42.86 Age 18-25 39 14.29 26-35 136 49.82 36-43 40 14.65 44-50 23 8.42 51-60 23 8.42 60-70 12 4.40 Over 70 0 0.00 Marital status Single, never married 110 42.29 Married/domestic partnership 142 52.01 Windowed 5 1.83 Divorced 14 5.13 Separated 2 0.73 Race/ethnicity Hispanic or Latino 22 8.06 Black or African American 33 12.09 Native American or American Indian 6 2.20 White 177 64.84 Middle Eastern 0 0.00 Asian 28 10.26 Pacific Islander 2 0.73 Other 5 1.83 Education level Less than high school diploma 1 0.37 High school diploma or equivalent 33 12.09 Some college 49 17.95 Associate’s degree 18 6.59 Bachelor’s degree 136 49.82 Master’s degree 36 13.19 Annual income $0-$24,999 47 17.22 $25,000-$49,999 85 31.14 $50,000-$74,999 68 24.91 $75,000-$99,999 44 16.12 $100,000-$144,999 20 7.33 $150,000-$174,999 2 0.73 $175,000-$199.999 4 1.47 $200,000 and up 3 1.10

Hypothesis Testing

The SPSS 25 was used to analyze the data. The study hypotheses were tested by regression analysis, which is a powerful technique for examining relationships between independent and dependent variables. Therefore, multiple regression analysis was carried out to identify which motivation factors significantly impact tourists’ intentions to participate in Chinese tea tourism.

Normal distribution was examined by normal predicted probability (P-P) plot

(Figure 3). The points line (shown in gray) closely follow the diagonal line (shown in

black), indicating that residuals are normally distributed. Homoscedasticity was checked

by Scatterplot (Figure 4). The plot shows a random distribution of data, indicating that

the assumption of equal variance is met. The plot also indicates that the assumption of

linearity is met. The Variance Inflation Factor (VIF) was tested to check

multicollinearity. The VIF values for the four motivation factors are below 10, indicating

that a multicollinearity problem does not exist, the assumption is met. The regression

analysis results show that the model can significantly predict intentions to participate in

Chinese tea tourism (F [4, 268] = 99.184; p < 0.05; Adjusted R2 = 0.591).

Dependent Variable: Intention to participate in Chinese tea tourism 1.0

0.8

.0 0

n: 0.6 E :::, u "C G) u -G) 0.4 C. X w

0.2

0.0 ------~------~ 0.0 0.2 0.4 0.6 0.8 1.0 Observed Cum Prob

Figure 3. Normal P-P Plot

Dependent Variable: Intention to participate in Chinese tea tourism

2 ,_ :::, . ·-. iu • > ...--. -.~.-~-- ... "C ...... Q) ...... ·--..,.. ._ . . . u • ...... ~---- . . • - ... • -~ .....,,,,. ___ ....._.. -...-• =-----+------+--. 'c 0 ....Q) • • _.;; __ Q.. • • . -:. -~-:-:._:. .. .. • "C • .... --- ~ • Q) .. -. . . . • N ...... ~...... - • 'c...... • • Ill •• .. .- "C; -2 ~ ------+------•-- ...... (/) . C 0 • "iii • Ill • ~ -4 C) • Q) o::'.

-4 -2 Regression Studentized Residual Figure 4. Scatterplot

The analysis results (Table 4) show that tea garden services (t = 7.483, p < 0.001) significantly predict intentions to participate in Chinese tea tourism. Thus, H1 is supported. Extra activities (t = 3.727; p < 0.001) also significantly predict intentions to participate in Chinese tea tourism, showing support for H2. Tour packages (t = 0.800; p =

0.424) do not significantly predict intentions to participate in Chinese tea tourism. Thus,

H3 is not supported. Cultural activities (t = 4.941; p < 0.001) significantly predict intentions to participate in Chinese tea tourism, providing support for H4. The regression equation for this test model can be represented as:

Intentions to participate in Chinese tea tourism = 0.415 + 0.416*Tea garden

services + 0.182*Extra activities + 0.287*Cultural activities

Overall, the test model indicates support for H1, H2 and H4, with the strongest predictor of intentions to participate in Chinese tea tourism being tea garden services (H1), followed by cultural activities (H4) and extra activities (H2).

Table 5

Summary of Regression Analysis

Unstandardized Standardized Model B Std. Error ß t p Constant .415 .252 - 1.644 .101 Tea garden services .416 .056 .388 7.483 .000 Extra activities .182 .049 .202 3.727 .000 Tour packages .047 .058 .048 .800 .424 Cultural activities .287 .058 .283 4.941 .000

CHAPTER 5

CONCLUSION

Discussion

As more people have begun to recognize the health benefits of tea and more

organizations and companies in the tea industry have engaged in in promotional efforts

(Tony, 2018), tea tourism has become a new global trend. Although China is the top tea-

producing country in the world, the birthplace of a variety of specialty teas, tea culture

and tea ceremonies (Tony, 2017), and home to a considerable number of tea gardens,

Chinese tea tourism has not attracted much attention. In China, a growing number of tea

garden owners are striving to develop a tea tourism industry. Tea may be the only tourist

attraction in many small towns, such as Guzhang in western Hunan province, which has a

vast garden of white tea.

This study explored the important factors of tourists participating in Chinese tea

tourism. The results of the regression analysis suggest that tea garden services (H1), extra

activities (H2) and cultural activities (H4) positively impact intentions to participate in

Chinese tea tourism. The result for tea garden services aligns with findings from previous

beverage tourism studies, which show that tasting beverages, visiting production areas

and making beverage-related purchases are major motivations for wine, beer, and coffee

tourists (Marzo-Navarro et al., 2012; Spracklen, 2011; Lyon, 2013). The opportunity to

partake in extra activities significantly predicts intentions to participate in Chinese tea

tourism. Findings from previous studies suggest that beverage tourists are motivated by

activities that can help them increase their knowledge (Francioni, 2012; Galloway et al.,

2008). Thus, extra activities such as tea tasting courses, tea production activities, and

organized activities for children are likely to attract tourists. Cultural activities also significantly predict intentions to participate in Chinese tea tourism. Cultural activities have long been known to be important motivations for tourists (Thomas, 1964). The results of this study align with previous findings which show that most tourists are interested in opportunities to eat local food (Brown et al., 2007; Björk et al., 2016), and purchase special arts or handicrafts (Tivers et al., 2012) and local farm produce

(Kraftchick et al., 2014; Marzo-Navarro et al., 2012; Lyon, 2013). Findings from this study indicate that such cultural activities also would increase tourists’ intentions to participate in tea tourism in China.

The results of this study differ from previous findings by showing that tour packages (H3) do not significant predict intentions to participate in Chinese tea tourism.

Previously, researchers found that organized activities and trips (lodging, visits, tasting, etc.) (Brown et al., 2007; Galloway et al., 2008) and special lodging (Marzo-Navarro et al., 2012) can attract more wine tourists. However, for potential tea tourists, tour packages are less important. The main reason for this change probably is because tourists’ travel behaviors have changed. Tour packages may have been popular in previous decades and may still be popular among older tourists. In this study, most participants were between the ages of 18 and 35, thus their travel intentions are more likely to indicate future trends. According to the Travel Trends Report 2019 (Mittiga,

Kow, Silva, Kutschera & Wernet, 2019), today’s tourists prefer to have unique and more localized travel experiences. Because most organized activities and trips tend to have tight schedules, travelers have fewer opportunities to have special experiences and become immersed in the local culture. Moreover, the popularity of solo travel still on the

rise (Mittiga et al., 2019), and solo travelers are more likely to organize their travel

itineraries themselves. Furthermore, more than half of tourists prefer to spend their

money on activities rather than on nicer hotels (Mittiga et al., 2019). Special lodgings

often charge high prices, and thus might not be a key motivation for tourists moving

forward. Moreover, Sumanapala, Kotagama, Perera, Galahitiyawe, and Suranga (2017)

found that compared with Asian tourists, special lodging has less influence on non-Asian

tourists when they make travel decisions; notably, 85% of respondents in this study were

non-Asian.

Practical Implications

The study also has practical implications for Chinese tea tourism. Promotion

strategies should focus on providing products and services that can satisfy the desires and

preferences of potential tourists. Tea tourism is becoming a new travel trend. However,

most people who live outside Asia are not familiar with Chinese tea, even though China

is the birthplace of tea and tea-related arts and activities. Understanding potential tourists’

needs is the key to successfully attracting them to a travel destination (Thaothampitak &

Weerakit, 2012).

The results of this study suggest that the primary reason why tourists engage in

tea tourism is tea garden services. Visiting a tea garden is a unique experience for most

tourists, and many want to taste tea in a tea garden. Such services also constitute the most

fundamental and significant factor driving other forms of beverage tourism.

Several decades ago, Fodness (1994) indicated that a desire to acquire knowledge

is an important motivation for leisure tourists. Today, travel trends are in flux, yet

learning remains a major motivation. Therefore, tea tourists are very likely to want to learn how to taste and make tea. As the birthplace of tea, China has a strong tea culture

and is home to the largest number of tea varietals. Tea gardens can capitalize on these

advantages and provide a variety of tea-related educational experiences to attract tourists.

Experiencing local culture has become a travel trend in recent years. Eating local

food is the easiest way for most tourists to learn about the culture of a travel destination.

Moreover, food is a factor that can influence the overall travel experience (Chen et al.,

2016). Most tourists also desire to purchase local products as souvenirs of their trips.

Thus, tea gardens may provide unique meals that include local food with tea produced

onsite, and offer local farm produce for sale. Moreover, holding regional tea festivals or

expos may meet the needs of some tourists. Offering services and activities that motivate

tourists will enhance participation in tea tourism in China.

Limitations and Future Research

This study has some limitations that must be acknowledged. Only four

motivational factors were considered, thus the findings may not provide sufficient

information to plan a large-scale tea tourism promotion strategy. In the future, researchers

can investigate additional factors such as local atmosphere, core destination appeal,

personal development and staff knowledge, which have been found to be key motivations

driving other types of beverage tourism (Cohen et al., 2009; Marzo-Navarro et al., 2012;

Sparks, 2007; Galloway et al., 2008).

This study only examined the travel motivations of potential tea tourists. Barrier

factors also play an important role in tourists’ travel decisions. Future research may

explore key barriers for potential tea tourists, such as personal preferences and circumstances such as influence from family or friends, cost, time, and distance. When planning a promotion strategy, it is important to identify and avoid factors that have a negative influence on tourists’ intentions to participate in tea tourism in China.

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APPENDIX

Questionnaire

This survey is specifically designed to understand what aspects can influence you to visit

China for tea tourism. Tea tourism refers to a type of tourism where people are motivated to travel to enjoy tea or engage in tea related activities. For example: to taste the tea, to visit tea gardens, to attend tea festivals, and even to gain knowledge about tea (the type of tea, tea produce process). There are some pictures shown below that can provide some information about tea tourism.

Your responses will only be used for completing an academic research project, and completely confidential. Thank you for your participation. The Cal Poly Pomona Institutional

Review Board has reviewed and approved for conduct this research involving human subjects under protocol IRB-19-104.

I. Please indicate the degree of importance of the following statements when you consider visiting China for tea tourism. Q1. To be able to taste the tea produced at tea garden.