Exploring the current issues, challenges and opportunities in tea tourism: a morphological analysis

Purpose In quest of exploring the issues, challenges and opportunities prevailing in the tea tourism industry, this study aims to present a comprehensive morphological analysis (MA). More specifically, it identifies critical dimensions that bear significance for the sustainable growth of tea tourism. Design/methodology/approach The present study adopted a triangulation method of research involving an ethnographic study (ES) followed by a series of focus group sessions carried out from the prominent tea-producing districts in India. This study accords equal importance to both the demand and supply perspectives of tea tourism and its stakeholders. Findings Critical dimensions such as improper planning and marketing efforts, limited collaboration among stakeholders, the involvement of local people, socio-economic inequality and consumer’s attitude towards tea tourism were identified as major issues and challenges. Research limitations/implications The present research limits its scope to the geographical boundary within India keeping cross-boundary research for future study. This study will aid future researchers and scholars in expanding the domain of tea tourism. Practical implications The present study bears significance to the policymakers, governing bodies, marketers, tour operators in embracing a socio-economic perspective while undertaking a suitable strategy towards marketing of tea tourism and ensuring its sustainable development. Originality/value This study makes a novel attempt in blending the ES, focus group sessions and MA, together in a single research initiative, making it a single point reference in tea tourism literature.