Perceptions, Motivations, and Economic Valuation: An Empirical Analysis of Tea Tourism in the Western Dooars

Abstract Background: Tea tourism represents a niche yet growing segment within the broader agro-tourism industry, offering significant potential for regional economic development, particularly in historic tea-growing regions like the Western Dooars in West Bengal, India. Understanding tourist perceptions, motivations, and their willingness to pay (WTP) is crucial for crafting sustainable tourism policies and business models. Objective: This study aims to empirically analyze the genesis of tea tourism as perceived by visitors, assess the current state of the industry in the Western Dooars, identify key visitor motivations, and determine their willingness to pay for a premium tea tourism experience. Methods: A structured survey was administered to a sample of visitors in the Western Dooars region. The questionnaire captured data on demographics, perceptions of tea tourism's history and current state, motivations for visiting (including push and pull factors), and willingness to pay. Descriptive statistics and content analysis were used to analyze the quantitative and qualitative data. Results: The analysis reveals a divided perception on the genesis of tea tourism, with a majority viewing it as an elite-centric old concept rather than a new innovation. Opinions on the current state of the industry in Western Dooars are mixed, ranging from "good" to "struggling for survival." Key motivations are strongly driven by the desire to experience new things, gain knowledge, experience tea culture at its origin, and achieve personal well-being. A significant majority of respondents (over 70% of the sample dataset) showed a willingness to pay only under ₹5,000 per person per day, indicating a price-sensitive market segment. Conclusion: The study concludes that while there is strong intrinsic motivation among tourists to engage with tea culture, the perceived value for a premium, luxurious experience is currently low. For tea tourism in the Western Dooars to transition from a struggling to a thriving industry, stakeholders must focus on enhancing perceived value through curated experiences, targeted marketing that shifts perception from elite to accessible premium, and tiered pricing strategies that cater to a range of budgets.