From farm to leisure: Harmonising coffee farm resources with hospitality and tourism pursuits through decommoditisation

This case study contributes to the hospitality and tourism literature, examining firms that offer leisure experiences rooted in coffee production. Drawing on the resource-based view and entrepreneurial action theory, the research evaluates coffee firms’ key resources for offering coffee-related leisure activities, how these resources are applied to cater for visitors, and their impacts on coffee firms. Data were collected from four coffee-growing businesses operating in two leading coffee-producing nations and complemented by onsite observations. The results reveal the experiential value and uniqueness of firms’ resources, which are primarily operationalised through improvements in visitors’ coffee farm experiences and by supporting more focused business approaches that translate into higher levels of professionalism and a stronger business mindset. Unlocking new business lines, complementing existing ones, and financial outcomes underscore the key impacts of resource application on the firms. The study’s analysis illuminates various conceptual dimensions and a model with important implications.