Journal article 15 views
Stirring the emotions: Modeling the role of emotions in developing satisfaction and loyalty in tea tourism experiences
Mengyin Jiang,
Brian Garrod 
Current Issues in Tourism
Swansea University Author:
Brian Garrod
Abstract
Tea tourism, defined as tourism based on experiencing tea and its production, is an increasingly popular type of tourism. It is based on a complex set of cultural practices and is notable for its ability to stir the drinker’s emotions. This study investigates the role of emotions in tea tourism by p...
| Published in: | Current Issues in Tourism |
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| Published: |
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa69037 |
| Abstract: |
Tea tourism, defined as tourism based on experiencing tea and its production, is an increasingly popular type of tourism. It is based on a complex set of cultural practices and is notable for its ability to stir the drinker’s emotions. This study investigates the role of emotions in tea tourism by proposing and testing an empirical model that incorporates dimensions of tea culture with measures of emotion. Based on data from 415 Chinese and Korean tourists visiting a well-known tea-growing region of China, the study analyzes the effects of five dimensions of tea tourism experiences on tourists’ emotions, based on a combination of the stimulus-organism-response and pleasure-arousal-dominance models. It also examines the relationships between these emotions and destination brand awareness, brand image, perceived quality, satisfaction, and attitudinal loyalty. Relating was the most influential factor in generating pleasure, while acting had the greatest influence on arousal and dominance. Dominance had the strongest impact on brand equity and satisfaction, which in turn drove loyalty. The study also explores how demographic variables affect these experiences and their outcomes. The results highlight significant differences across demographic groups, emphasizing the need for tailored tea-tourism programs to enhance satisfaction and loyalty. |
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| College: |
School of Management |