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Abstract

Tea tourism is emerging worldwide as a new type of sustainable cultural tourism; a market to which little academic attention has been paid. This study surveyed a total of 246 university faculty members in United States, China, and Taiwan with regard to their perceptions of tea tourism, including their levels of interest in various tea tourism activities and importance of tour components. The findings of this study revealed that demographic factors, cultural backgrounds, and self-reported expertise with regard to tea culture were significantly associated with respondents’ expectations towards tea tourism. Practical recommendations in tea tourism marketing were provided.

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Tea Tourism: Examining University Faculty Members’ Expectations

Tea tourism is emerging worldwide as a new type of sustainable cultural tourism; a market to which little academic attention has been paid. This study surveyed a total of 246 university faculty members in United States, China, and Taiwan with regard to their perceptions of tea tourism, including their levels of interest in various tea tourism activities and importance of tour components. The findings of this study revealed that demographic factors, cultural backgrounds, and self-reported expertise with regard to tea culture were significantly associated with respondents’ expectations towards tea tourism. Practical recommendations in tea tourism marketing were provided.