Foreign tourist's tea preferences and relevance to destination attraction in India

Abstract

ABSTRACT This study intends to identify and evaluate the preference of tea varieties among the foreign tourists in India. The significant aspects which resulted in the selection of these tea varieties demarcating their importance as a destination attraction are also briefly discussed. A structured survey instrument was used for data collection from 279 inbound foreign tourists applying location intercept method at Delhi International airport (IGI). Analytical Hierarchy Process (AHP) model and chi-square (x 2) statistics were used to evaluate the preference of tea amongst the tourists. A total of 13 tea varieties based on their origin and preparation styles were identified which were found to be most preferred by the tourists, with Darjeeling tea being most favoured and Dooars Terai tea being least favoured. Findings revealed that amongst the seven socio-demographic variables analysed, five have a momentous and significant influence on their inclusive tea preferences. This study also posits on the role of tea as a tactical tool to re-create the destination image of India as a tea tourism destination. It is a novel attempt to examine the tourist's tea preference in India which can be used by stakeholders to entice, rewire and enhance their re-visits.