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Exploration of factors associated with tea culture and tea tourism in United States, China, and Taiwan

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Mi Zhou (Creator)
Institution
The University of North Carolina at Greensboro (UNCG )
Web Site: http://library.uncg.edu/
Advisor
Leandra Bedini

Abstract: The purpose of this study was to explore how demographic and motivational factors influence tea-drinking behaviors, tea cultural perceptions, and expectations on tea tourism. Few research studies on tea tourism have been published in English literatures. This study reviewed related literatures in both English and Chinese, to integrate the body of knowledge of tea culture and tourism, contribute to understanding and transmission of tea cultures, and promote communications between English and Chinese tea tourism studies. The researcher surveyed a total of 246 university faculty in U.S, China and Taiwan, using convenience sampling methods. The survey contained questions in four categories: tea drinking behaviors, tea cultural perceptions, attitudes, motivations and expectations of tea tourism, and demographics including country of residence, age, gender, education, annual income, and self-reported cultural backgrounds. Data collection procedure was conducted through an online surveying tool, Qualtrics, using web-based surveying methodology. Data were analyzed through Statistical Package for the Social Sciences© version 18.0. This study had five major findings in: (a) tea drinking behavioral profile, (b) the relation between demographic factors and tea drinking behaviors, (c) the relationship between tea drinking behaviors and tea culture, (d) the influence of cultural backgrounds on tea cultural perceptions, and (e) the factors influencing tea tourism expectations. Based on the conclusions, recommendations were made for future research and tea related practical sectors.

Additional Information

Publication
Thesis
Language: English
Date: 2011
Keywords
Tea, United States, China, Taiwan, Tea Culture, Tea Tourism
Subjects
Tea $x Social aspects $v Case studies
Culture and tourism $v Case studies