Antecedents of Tourists’ Intentions to Visit in the Context of Coffee Tourism

Coffee plantations have been promoted by owners and local governments as tourism destinations in Indonesia. This study measures factors that influence tourists’ intentions to visit coffee plantations as a tourism destination by employing destination image, novelty seeking, experience, and perceived value as predictors. Data were collected using an online survey. This study was conducted in Jakarta, Indonesia, and participants (N = 235) were selected using a convenient sampling method. Data were analyzed using exploratory factor analysis and structural equation modeling to test the hypotheses. In total, there were eight hypotheses, and six were significant. Tourist experience had an impact on destination image, and tourist experience and novelty seeking affected visit intention. Additionally, destination image and novelty seeking influenced perceived value. This study broadens the understanding of coffee tourism, village tourism, and agrotourism.