The Roles of Coffee Affecting Niche Tourism

Abstract

In Thailand, there has been a steady increase in the trend of consuming good-tasting coffee. This has a positive impact on the production process, from upstream to downstream. Coffee shops or cafes have undeniably become the center of attention. Several centuries ago, Anette Moldvaer, the author of “The Coffee Book,” once stated that one of life's greatest joys for millions of people worldwide is sipping wonderful coffee while relaxing at a coffee shop. Accordingly, coffee-drinking culture has become a part of people's daily lives. Since the introduction of two popular coffee varietals, Arabica and Robusta, Thailand has experienced changes in both people's lifestyles and tourism patterns. The primary purpose of this article is to illustrate the changing form of tourism resulting from coffee drinking, which has become an inseparable part of the current culture of people in society. The content expands on the patterns of niche tourism, a distinct type of travel focused on particular interests. The concept of such a kind of tourism was developed to serve the needs of tourist groups with tourism goals that are different from the previous ones. This new kind of tourism will help promote travel in the form of rush-free niche tourism. This article would be beneficial to the adjustment of the tourism industry by satisfying the demands of niche traveler groups and pertinent businesses in the pursuit of increased sustainability.