Who is the Potential Tea Tourist?
There are many different motivations for people to travel. Researchers have found that 75% of leisure travelers have been motivated to visit a destination because of local food or beverage. As tea drinking habits and tea cultures are transmitted worldwide, tea tourism is emerging as a new type of tourism. However, unlike matcha in Japan and black tea in Sri Lanka, China as the birthplace of tea has not drawn more travelers' attention. Furthermore, the study about Chinese tea tourism is limited, and little is known about the tourists' intention to visit China for tea tourism. The purpose of this study is to determine the factors that could impact on tourists' intentions to participate in Chinese tea tourism. Findings can be used to predict and promote future Chinese tea tourism.