Coffee Plantation as a Tourism Destination: The Impact of Destination Image on Novelty Seeking, Perceived Value, and Visit Intention

Abstract

A few coffee plantation managers in Indonesia have used their plantation land for visiting tourists. This study examines the effect of destination image, novelty-seeking, and perceived value on visit intention about coffee tourism. The researchers conducted data collection in Jakarta, involving 230 participants. The selected data collection used the convenient sampling method. Researchers analysed the data after applying exploratory and confirmatory factor analyses and structural equation models. This study found a significant effect of destination image on novelty seeking and perceived value. Novelty-seeking and perceived value also significantly affected visit intention. These findings deepen the study of agritourism and coffee tourism.