Examining the component and importance of authenticity in coffee tourism: a mixed-method study

Purpose Authenticity is an important factor in attracting tourists to destinations. Using Arnold’s Appraisal Theory of Emotion, the purpose of this paper is to test the relationship between authenticity, consisting of object-based authenticity (OBA) and existential authenticity (EA), memorable tourism experiences (MTEs), satisfaction (SA) and revisit intention (RI) in the backdrop of coffee tourism. Design/methodology/approach The qualitative phase was conducted by interviewing 25 coffee tourists to identify their perception of authenticity in coffee tourism, which informed the quantitative phase. The quantitative phase used a survey to test the conceptual framework built upon Arnold’s Appraisal Theory of Emotion. Quantitative data was collected from 339 coffee tourists through online questionnaires. The collected quantitative data was processed using SPSS. Findings The statistical results suggest that OBA and EA have a positive relationship with MTE in coffee tourism. Also, EA was found to have a stronger effect on MTE. In addition, MTE were confirmed to increase the level of SA and the probability of RI. Originality/value This study fills the current gaps by examining the components of authenticity and its important role in driving tourist SA and RI among coffee tourists. This study provides a valuable measurement scale for authenticity and adds to the body of knowledge on tourist behaviours in the field of coffee tourism.