Lee Jolliffe is visiting professor at Ulster University, UK. She has written extensively on heritage tourism topics including tea tourism through her 2007 edited book, Tea and Tourism: Tourists, Transitions and Transformations. In researching tea and tourism she has visited tea gardens and estates in many countries, completing a Japanese Tea Master Course in Japan and the World Tea Tours Darjeeling Immersion program in India.

M.S.M. Aslam is professor in tourism management, Department of Tourism Management at Sabaragamuwa University of Sri Lanka, and Editor in Chief, Asian Journal of Management Studies. He has carried out research on tea and tourism from different perspectives published individually and jointly in international journals and conference proceedings. He initiated and is working with Sabaragamuwa University of Sri Lanka to establish the International Tea Tourism Institute (ITTI). He works with public and private organizations to develop tea tourism in Sri Lanka.

Amnaj Khaokhrueamuang is an associate professor in tourism at the School of Management and Information, University of Shizuoka, Japan. His research interest focuses on rural tourism-related issues associated with community development, agricultural extension, culture and heritage. Tea tourism is one of his research focuses, particularly in the international exchange of tea-related business between Japan and Thailand, which expects to provide the lessons learned to global tea industry communities.

Li-Hsin Chen is an assistant professor, International Masters' Program of Tourism and Hospitality, National Kaohsiung University of Hospitality and Tourism. She is Associate Editor of the Journal of Responsible Tourism Management and also serves as editorial board member for other journals in tourism and hospitality. Her research interests include coffee and tea tourism, bicycle tourism, dual attitudes model, indirect measurement, experiencescapes, service design and multisensory marketing.

Introduction

PART I

Foundations of tea tourism

1. Ancient origins of tea tourism
2. Tea tourism and route heritage: Nakeli village on China's Ancient Tea Horse Road
3. Tea and spiritual travel: Panchen Tuo tea
4. Wild tea and indigenous tourism: a case from Vietnam
5. The heritage railway and tea tourism: The case of Senzu, Japan
6. Cultural heritage and tourism: Friesland tea
7. Recognition of the cultural heritage of tea: An international perspective
8. Teaics as a knowledge resource for tea tourism
9. Tea tourism in the global south: An African perspective

PART II

Sustainability in tea tourism

10. Integrated management of community-based tea tourism: Value through symbiosis
11. Tea community culture and tourism: The case of Turkey
12. Hospitality and tea: Taking tea culture to the next level
13. Homestay in small tea gardens: The case of Meghalaya, India
14. Line rooms: An authentic approach to heritage tea tourism
15. Employment issues in tea tourism: A way forward

Part III

Management and marketing of tea tourism

16. Service quality in an English tea room: A picture is worth a thousand words
17. Tea factory tourism experiences: Pearl milk tea in Taiwan
18. Facilitating tea stories on Instagram during the COVID-19 pandemic
19. Cultivating sense of place: Sabah tea experience in Malaysian Borneo
20. Perceptions of tea tourism value and its impact on destination attractiveness
21. Revitalizing a region using tea tourism: The case of Umegashima, Japan
22. Linking tea, tourism, and community using Porter's Diamond model
23. Marketing Green Tea Tourism Destinations

PART IV

Innovation and practice in tea tourism

24. Gastronomy and tea tourism: Tea-oriented gastronomy tours in Rize, Turkey
25. International exchanges and gastronomical tea tourism
26. Tea cafés and community diversification
27. Tea tourism promotion in Globally Important Agricultural Heritage Systems (GIAHS)
28. Exploring the value creation process in the Japanese black tea market and tourism
29. Tea tourism and tea tour guiding: The case of Iran

PART V

Resilience in tea tourism

30. Resilience through tea tourism: a tea region case from India
31. Human wildlife interactions in tea tourism: the Dooars in India
32. A resilient tea destination: the Azores archipelago

Epilogue