Adaptation of Coffee Businesses for Sustainable Development
DOI:
https://doi.org/10.14456/ajmt.2024.21Keywords:
Coffee, Business Development, Sustainability, Business TrendsAbstract
Coffee consumption has become increasingly popular in recent times. Coffee is not only a beverage that keeps people alert but also a diverse drink that can create new experiences for consumers, which has led to increased investment in the coffee business. As a result, coffee businesses have recognized opportunities and adapted to become tourist attractions alongside coffee shops to increase their potential for distributing income to communities and expanding growth opportunities, attracting specialized tourists from around the world. This article aims to present trends in the growth and development of sustainable coffee businesses by reviewing relevant literature and research, followed by an analysis that discusses coffee culture, the evolution of coffee consumption, coffee businesses and tourism promotion, coffee businesses and sustainability, and examples of sustainable coffee businesses. The study clearly demonstrates sustainability in the economic, social, cultural, and environmental dimensions. The findings suggest that coffee businesses have significant growth opportunities worldwide, as coffee drinking has become a part of people’s way of life. Moreover, they have significant potential to promote tourism and develop the economy, culture, society, and environment in communities in a sustainable manner. This study will be beneficial and provide new options for Thai tourism, farmers, communities, and investors in making decisions to invest and start sustainable coffee businesses, as well as increasing knowledge and understanding of sustainability to create readiness in all sectors for cooperation in developing and promoting sustainable coffee businesses in the future.
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