Cultivating Sense of Place

Abstract

This chapter introduces an interdisciplinary conceptual framework to understand tea tourism as a niche market. For tea gardens that are off the beaten track, it is not economically viable to focus on tea tourism alone. Diversification by developing suitable niche markets building on the attributes of a tea garden can generate alternative revenue. This chapter conceptualises the relationship between sense of place and niche tourism to delineate a novel connection between supply and demand for tea estates. Nurturing the elements of genius loci inherent to place creates rewarding, enriching, adventuresome, and learning experiences. Q-methodology is used to understand niche markets within the Sabah Tea Resort in Malaysian Borneo. The findings suggest that this tea tourism destination is supported by seven interrelated niche markets which keep the genius loci alive. An embedded case study explains the development of Quailey’s Hill Memorial, which is linked to World War II dark tourism. The proposed place experience model can serve as a useful toolkit to promote and preserve tea tourism.