Tourists’ Attitudes towards Tea Tourism in Sri Lanka: A Case in Badulla District
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Date
2013
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Journal ISSN
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Publisher
Uva Wellassa University of Sri Lanka
Abstract
Tea, coffee and cola are three major beverages widely consumed in the world (Yang, 2007) and
tea is an integral part of food service (Jolliffe, 2007). As widely accepted, Ceylon tea is popular
all over the world. In Sri Lankan context, Tea tourism concept is a type of tourism concept
which can be promoted especially in Badulla district in Uva province since there are more than
sixty (60) tea estates which were located at beautiful landscapes with a cool climate. Hence,
Badulla district is a district where there is a possibility of promoting tea tourism (Fernando,
2010). Tea tourism is ‘tourism that is motivated by an interest in the history, traditions and
consumption of tea’ (Jolliffe, 2007). However, the academic research of tea tourism falls behind
the industry and it is an under-researched area. Very little researches on tea tourism could be
found both in the Chinese or English language, particularly those researches question on: who
are the tea tourists? What are their attitudes towards tea and tea drinking, Are the tea tourists
and non tea tourists differ in their attitudes towards tea? This research aims to answer the above
questions while searching the attitudes of foreign tourists towards tea tourism in Badulla district
which is having obvious potential in developing tea tourism.
Methodology
The study was based on Badulla district since it has been identified as an area where tea tourism
can be promoted. Since it is practically impossible to consider whole population during the
particular time period, a sample of 100 foreign tourists was selected using the convenience
sampling technique in order to collect primary data. However, the random sampling method was
adopted in Halpewatte tea factory and the Tea resort hotel which is belonging to Halpewatte tea
factory as these are two popular tea tourist attractions in Badulla district. As questionnaires are
appropriate to research on self-reported beliefs or behaviors (Neuman, 2000) a standard
questionnaire was used in this study. In order to achieve the objectives of the research, primary
data were analyzed by using descriptive statistical techniques (tables, pie charts and bar charts),
ANOVA table and Chi squire data analyzing method.
Results and discussion
In order to explore who the potential tourists are, respondents were divided into three groups as
tea tourists, possible tea tourists and non-tea tourists, based on their willingness to travel for tea
tourism in Badulla district in the future. It was identified that tea tourists are as respondents who
were very much interested in tea tourism in the future in Badulla district (36%) and respondents
who were interested (42%) in tea tourism in Badulla district the future. Possible tea tourists
were the respondents who had moderate idea in participating in the future tea tourism activities
in Badulla district (10%). Non tea tourists were the respondents having low (9%) and no interest
(3%) towards tea tourism in the future in Badulla district. Mainly tea tourists were in between
21-30 years of age levels. The identified percentage of the tea tourists according to the results is
47% in the sample and in that percentage there are both male and female and the female
percentage is 79% and male percentage is 21%.
When the tea tourists’ attitudes towards tea and tea drinking are considered, 87% of the tea
tourists said that they had heard about Ceylon tea before coming to Sri Lanka. Most of the tea
tourists (37%) drink tea several times per day. Especially, almost all the tourists have drunk tea
at least one time in their life while more than 50% of the tourists drink tea at least one time per
day while there are 2% who never drink tea. Within the identified tea tourists in the sample
(47%), 72% of the tea tourists drink tea for more than 10 years and it shows that most of the tea
tourists are people who drink tea for a long period of time and at the same time 13% of the tea
tourists have been drinking tea for more than 5-10 years. Out of tea tourists (47% in the
sample), 49% drink black tea and 25% of them drink green tea showing high interest in those
two types. However, 96% of the sample (100) believes that tea drinking is healthy and it
indicates the tourists’ belief on tea as healthy drinking and it shows the future stability of tea
and tea tourism market converting tourists into tea tourists. It was recorded that the most of the
tea tourists are coming from France (25%) compared to Australia, England, Germany, Italy,
Sweden, and Switzerland as identified in the sample. Considering the difference between tea
tourists and non tea tourists, the three groups (tea tourists, possible tea tourists and non tea
tourists) manifested significant variation of their knowledge regarding tea showing 0.015 P-
value in ANOVA.
Description
Keywords
Tea Industrials, Tourism Management, Tourism, Export Agriculture, Entrepreneurship and management