BOOSTING COFFEE TOURISM: LINKING VISIT INTENTION AND STORYTELLING ENGAGEMENT IN HOLIDAY CONTEXTS

Coffee plantations are being established as tourist attractions in most nations and are contributing towards the growth of niche tourism. The aim of this research is to examine the factors that influence tourists' visit intention and storytelling intention towards coffee plantations for leisure activities. Data were collected online from 231 tourists using the convenience sampling technique. Exploratory factor analysis (EFA) and structural equation modelling (SEM) were utilized in the analysis of the data and testing the hypothesized relationship between the variables. The results show that reputation for the destination has significant effects on self-esteem and on destination trust. Destination trust also has significant effects on storytelling intention positively and self-esteem has significant effects on visit intention. Narcissism has no significant effects on self-esteem or on destination trust. These results enrich the theoretical knowledge pertaining to the behaviour of consumers, particularly in the field of marketing the destination and sustainable development of tourism. By revealing the psychological factors such as self-esteem and the importance of the role played by trust in shaping the behavioural intentions among tourists, this research brings new insights into sustainable marketing for coffee tourism. From the practical point of view, the results suggest that stakeholders in coffee tourism and the marketers of the destination should take the initiative in the development of strong reputation for the destination and the creation of high levels of trust and positive self-perception among the tourists in order to enhance engagement and visit rates. These insights are essential in the marketing of the coffe e plantations not only as agricultural farms, but also as sustainable tourist attractions that offer unique, significant experiences and also contribute towards the economies and cultural heritage. This research enriches the literature on coffee tourism and contributes towards the strategic growth in the global tourism industry.