EXPLORING SUSTAINABLE TEA TOURISM IN NILGIRIS: A MULTI-DIMENSIONAL APPROACH TO GROWTH AND CONSERVATION
Sažetak
In an era where sustainable development is paramount, tea tourism has emerged as a dynamic convergence of cultural heritage, economic opportunity, environmental stewardship, and technological innovation. This study examines sustainable tea tourism practices in the Nilgiris District of Tamil Nadu, India, by integrating quantitative and qualitative research methodologies. A structured questionnaire was administered to 126 tea growers, tea manufacturers and other key stakeholders, while in-depth interviews and focus group sessions enriched the data, particularly in understanding the operational challenges associated with eco-friendly initiatives. Structural Equation Modeling (SEM) revealed that community collaboration, economic empowerment, and technological/infrastructural support each exert a significantly positive impact on sustainable tea tourism practices. Conversely, eco-friendly practices were found to have a negative coefficient, a finding that was further clarified through qualitative insights—highlighting issues such as high initial capital outlay, insufficient training, and policy limitations. The study underscores the importance of a holistic approach in which technological investments and enhanced community participation mitigate the challenges tied to sustainable environmental practices. These findings provide actionable recommendations for policymakers, tea estate managers, and tourism professionals aimed at reinforcing sustainable practices within the tea tourism ecosystem. Additionally, the study discusses its limitations and suggests potential directions for future research.
Reference
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30. Xu, J., Llinás, M. S., & Ramis, M. A. C. (2022). Tea tourism and rural revitalization: Insights and evidence from Zhejiang, China. Journal of Tourism Analysis Revista de Análisis Turístico (JTA), 29(1), Article 1. https://doi.org/10.53596/jta.v29i1.401
2. Andrinata, A. (2024). Implementation of Sustainable Tourism Based on Community Based Tourism as a Pillar of Development in Waturaka Village, Kelimutu District. English and Tourism Studies, 2(2), 43–50. https://doi.org/10.59535/ets.v2i2.374
3. Ari, Y., I Made Agus Mahaputra Atmaja, & I Nengah Alit Nuriawan. (2024). THE ECONOMIC POTENTIAL OF COMMUNITY-BASED TOURISM MANAGEMENT IN EDUCATIONAL TOURISM AT SUBAK TEBA MAJELANGU. Samā Jiva Jnānam (International Journal of Social Studies), 2(2). https://doi.org/10.25078/ijoss.v2i2.4382
4. Ashokkumar, P., & P, S. C. (2024). Empowering Tea Tourism through Community Participation: A Conceptual Study. https://doi.org/10.31235/osf.io/r3wmv
5. Assam govt pumps in money to boost tea tourism. (2024, August 18). The Times of India. https://timesofindia.indiatimes.com/city/guwahati/assam-government-boosts-tea-tourism-with-financial-aid-for-tea-estates/articleshow/112599417.cms
6. Banerjee, S., & Tyagi, P. K. (2024a). Exploring the booming tea tourist industry and unconventional tourism through the ritual of drinking tea in India. Journal of Ethnic Foods, 11(1), 5. https://doi.org/10.1186/s42779-023-00215-1
7. Banerjee, S., & Tyagi, P. K. (2024b). Tea Destinations of India and Sustainable Solid Waste Management: Sustainability and Environmental Development in Tea Destinations. In A. Albattat, A. Singh, P. K. Tyagi, & A. K. Haghi (Eds.), Advances in Hospitality, Tourism, and the Services Industry (pp. 467–494). IGI Global. https://doi.org/10.4018/979-8-3693-9621-6.ch019
8. Das, A. (n.d.). Organic Tea Cultivation in Assam and its Impact in Tourism Development: A Special Reference to Hathikuli tea Estate. Retrieved March 25, 2025, from https://www.academia.edu/16538336/Organic_Tea_Cultivation_in_Assam_and_its_Impact_in_Tourism_Development_A_Special_Reference_to_Hathikuli_tea_Estate
9. Dinbabo, M. (n.d.). Development Theories, Participatory Approaches and Community Development.
10. Dutta, E., Soodan, V., Jassal, T., & Jain, A. (2023). Examining tourists’ intentions to participate in tea tourism. An emerging market context. Turyzm/Tourism, 33(2), 145–156. https://doi.org/10.18778/0867-5856.33.2.12
11. Ekka, B. (2024). Sustainable Development Initiatives in Indian Tea Garden Communities. International Journal of Innovative Science and Research Technology.
12. Ezzatian, S. (2025). Multi-Cultural Collaborative Tourism for Sustainable Development in Tourism Destinations: In F. Hosseini & S. Bhartiya (Eds.), Advances in Hospitality, Tourism, and the Services Industry (pp. 277–308). IGI Global. https://doi.org/10.4018/979-8-3693-7388-0.ch010
13. Fernando, I. N. (2022). Linking Tea, Tourism, and Community Using Porter’s Diamond Model. In L. Jolliffe, M. S. M. Aslam, A. Khaokhrueamuang, & L.-H. Chen, Routledge Handbook of Tea Tourism (1st ed., pp. 214–223). Routledge. https://doi.org/10.4324/9781003197041-26
14. Ferosa, D. Z., Luthfia, D. I., Septian, A. A., Kiflaini, T. H., & Ainunnisa, H. (2024). Perkebunan Teh Medini Sebagai Agrowisata Kabupaten Kendal. Jurnal Ekonomi Pertanian Dan Agribisnis, 2(1), 83–87. https://doi.org/10.62379/jepag.v2i1.2241
15. Gurung, M., & N, Dr. S. (2024). Enhancing the insights of tea tourism concepts and activities in Sikkim: A fundamental study. International Journal of Tourism and Hotel Management, 6(1), 12–17. https://doi.org/10.22271/27069583.2024.v6.i1a.81
16. Kaur, R., Saini, A., & Singh, S. (2024). The Role of Digital Tourism Platforms in Sustainable Tourism Development. In P. Singh, S. Daga, K. Yadav, & A. Jain (Eds.), The Need for Sustainable Tourism in an Era of Global Climate Change: Pathway to a Greener Future (pp. 195–214). Emerald Publishing Limited. https://doi.org/10.1108/978-1-83608-668-020241028
17. Kumari, V., Chandra, H., Aditya, K., Kumar, K. R., Dashora, K., Krishnan, N., Sanyal, S., Dharmaraja, S., & Kumar, S. (2021). Feasibility study on renewable energy system in tea (Camellia sinensis) estates of North-East India. The Indian Journal of Agricultural Sciences, 91(11), Article 11. https://doi.org/10.56093/ijas.v91i11.118574
18. Mondal, S., & Samaddar, K. (2021). Exploring the current issues, challenges and opportunities in tea tourism: A morphological analysis. International Journal of Culture, Tourism and Hospitality Research, 15(3), 312–327. https://doi.org/10.1108/IJCTHR-08-2020-0175
19. Mr. Bhaskarjyoti, Chakravarty, Dr. Hemanta, & Chakravarty. (2023). AN OVERVIEW OF NORTHEAST INDIA’S ECO-FRIENDLY TEA TOURISM. World Wide Journals. https://www.worldwidejournals.com/indian-journal-of-applied-research-(IJAR)/fileview/economic-and-nutritional-characteristics-of-philosamia-ricini-raised-on-castor-leaves-fortified-with-probiotics--review_February_2023_8359661870_9019083.pdf
20. Nengnong, E. M., & Dixit, S. K. (2022). Homestay in Small Tea Gardens. In L. Jolliffe, M. S. M. Aslam, A. Khaokhrueamuang, & L.-H. Chen, Routledge Handbook of Tea Tourism (1st ed., pp. 124–133). Routledge. https://doi.org/10.4324/9781003197041-16
21. Ng, S. I., Lim, X.-J., Hall, C. M., Tee, K. K., Basha, N. K., Ibrahim, W. S. N. B., & Naderi Koupaei, S. (2022). Time for Tea: Factors of Service Quality, Memorable Tourism Experience and Loyalty in Sustainable Tea Tourism Destination. Sustainability, 14(21), 14327. https://doi.org/10.3390/su142114327
22. Palaniyandi, A., Sangeetha, C. P., Sridevi, R., & Sathish, V. (2024). Enhancing Tea Tourism Experiences by Utilizing Smart Tourism Analytics: In B. Varghese & S. H. (Eds.), Advances in Hospitality, Tourism, and the Services Industry (pp. 165–182). IGI Global. https://doi.org/10.4018/979-8-3693-3715-8.ch009
23. Pham, H. T. A. (2025). Sustainable livelihood development and cultural preservation through agricultural tourism: Local community perspectives from Dak Lak province, Vietnam. The Journal of Agriculture and Development, 23(SI1), 1–18. https://doi.org/10.52997/jad.SI1.01.2024
24. R., B., A, D., S., B., A.K., B., A., A., & A, S. (2024). Sustainable Tea Initiatives with the Adoption of Inhana Rational Farming Technology to Address the Principles of Regenerative Farming for Crop Sustainability and Reduction of Pesticide Usage. Advances in Research, 25(4), 140–166. https://doi.org/10.9734/air/2024/v25i41091
25. Rosardi, R. G., Prajanti, S. D. W., Atmaja, H. T., & Juhadi. (2021). Sustainable Tourism Model in Pagilaran Tea Plantation Agrotourism, in Indonesia. International Journal of Sustainable Development and Planning, 16(5), 981–990. https://doi.org/10.18280/ijsdp.160519
26. Sewwandi, H. H. S. P. (2024). Tea tourism landscape development through a sustainable alternative livelihood approach: A case study of Pedro tea estate, Nuwara Eliya, Sri Lanka. FARU Journal, 11(1), 1–9. https://doi.org/10.4038/faruj.v11i1.309
27. Sharma, E. (2025). Community Involvement Model for Sustainable Tourism Development: In F. Hosseini & S. Bhartiya (Eds.), Advances in Hospitality, Tourism, and the Services Industry (pp. 61–96). IGI Global. https://doi.org/10.4018/979-8-3693-7388-0.ch004
28. Sitikarn, B., Kankaew, K., & Pathan, A. (2022). Integrated Management of Community-Based Tea Tourism. In L. Jolliffe, M. S. M. Aslam, A. Khaokhrueamuang, & L.-H. Chen, Routledge Handbook of Tea Tourism (1st ed., pp. 99–107). Routledge. https://doi.org/10.4324/9781003197041-13
29. Vachhani, A. (2024). A STUDY EVALUATING THE ROLE OF SUSTAINABLE TOURISM PRACTICES ON LOCAL COMMUNITIES. International Journal of Global Research Innovations & Technology, 02(03), 158–163. https://doi.org/10.62823/IJGRIT/02.03.6960
30. Xu, J., Llinás, M. S., & Ramis, M. A. C. (2022). Tea tourism and rural revitalization: Insights and evidence from Zhejiang, China. Journal of Tourism Analysis Revista de Análisis Turístico (JTA), 29(1), Article 1. https://doi.org/10.53596/jta.v29i1.401
