The Circumstances Pertaining to the Behaviors, Demands and Gratification in Tourist Engagement in Coffee Tourism

Abstract

“Coffee tourism,” revolving around first-hand experiences and accumulation of insightful knowledge in coffee plantations, allows tourists participate in activities of their interest, as well as to visit nearby attractions. The aim of this research was to investigate behaviors, demands, and the gratification level of tourists who engaged in coffee tourism across Chiang Rai, Chiang Mai, Mae Hong Son, and Lampang provinces. The research was carried out by inviting 400 Thai and foreign coffee tourists to complete a questionnaire. It was found that the majority of the Thai coffee tourists visited coffee tourism destinations for the first time for recreational purposes. Not only did they aim to gain insight into coffee farming and production directly from the farmers, but they were also attracted by a tour of coffee plantations. Overall, the results suggested that the Thai coffee tourists were highly satisfied with the coffee tourism management in northern Thailand (mean = 3.80). Similarly, the responses from foreign coffee tourists also highlighted their first visits to coffee tourism destinations for recreational purposes. Apart from their demand for coffee-related product in the form of local produce and handicrafts, they were interested in extending their knowledge of coffee tourism with the assistance of local tourist guides. The overall results suggested that the foreign coffee tourists were highly satisfied with the coffee tourism management in northern Thailand (mean = 3.93).