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Tea Tourism and the Importance of Tea Tourists' Guidance in India

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DOI: 10.4018/978-1-7998-3725-1.ch007

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Cases on Tour Guide
Practices for Alternative
Tourism

Gulsun Yildirim
Recep Tayyip Erdogan University, Turkey

Ozlem Ozbek
Bandirma Onyedi Eylul University, Turkey

Ceyhun Caglar Kilinc

Akdeniz University, Turkey

Abdullah Tarinc
Akdeniz University, Turkey

A volume in the Advances in Hospitality, Tourism,

and the Services Industry (AHTSI) Book Series
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Description: Hershey, PA : Business Science Reference, 2020. | Includes
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 Advances in Hospitality,
Tourism, and the Services
Industry (AHTSI) Book Series
Maximiliano Korstanje
University of Palermo, Argentina
ISSN:2475-6547
EISSN:2475-6555
Mission
Globally, the hospitality, travel, tourism, and services industries generate a significant percentage of
revenue and represent a large portion of the business world. Even in tough economic times, these in-
dustries thrive as individuals continue to spend on leisure and recreation activities as well as services.
The Advances in Hospitality, Tourism, and the Services Industry (AHTSI) book series offers
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 Titles in this Series
For a list of additional titles in this series, please visit: http://www.igi-global.com/book-series/advances-hospitality-tourism-
services-industry/121014

Handbook of Research on Resident and Tourist Perspectives on Travel Destinations

Patrícia Pinto (Faculty of Economics and Research Centre for Tourism, Sustainability and Well-being (CinTurs),
University of Algarve, Portugal) and Manuela Guerreiro (Faculty of Economics and Research Centre for Tourism,
Sustainability and Well-being (CinTurs), University of Algarve, Porugal)
Business Science Reference • © 2020 • 400pp • H/C (ISBN: 9781799831563) • US $285.00

Global Niche Tourism and Opportunities for the Medical Tourism Industry
Manjeet Singh (Central University of Jammu, India) and Subbaraman Kumaran (Alliance University Bangalore, India)
Business Science Reference • © 2020 • 300pp • H/C (ISBN: 9781799834274) • US $215.00

Accelerating Knowledge Sharing, Creativity, and Innovation Through Business Tourism

Muhammad Waseem Bari (Government College University, Faisalabad, Pakistan) Sadia Shaheen (Government
College University, Faisalabad, Pakistan) and Meng Fanchen (Beijing Institute of Technology, China)
Business Science Reference • © 2020 • 300pp • H/C (ISBN: 9781799831426) • US $225.00

Contemporary Management Approaches to the Global Hospitality and Tourism Industry

Abraham Pius (Arden University, UK) Husam H. Alharahsheh (University of Wales Trinity Saint David, UK) and
Adenike A. Adesanmi (University of East London, UK)
Business Science Reference • © 2020 • 290pp • H/C (ISBN: 9781799822042) • US $225.00

Global Entrepreneurial Trends in the Tourism and Hospitality Industry

Debasish Batabyal (Amity University, Kolkata, India)
Business Science Reference • © 2020 • 300pp • H/C (ISBN: 9781799826033) • US $225.00

Handbook of Research on the Impacts, Challenges, and Policy Responses to Overtourism

Cláudia Ribeiro de Almeida (University of Algarve, Portugal) Alfred Quintano (Independent Researcher, Malta)
Moisés Simancas (University of La Laguna, Spain) Raquel Huete (University of Alicante, Spain) and Zélia Breda
(University of Aveiro, Portugal)
Business Science Reference • © 2020 • 447pp • H/C (ISBN: 9781799822240) • US $285.00

Economic, Educational, and Touristic Development in Asia

Bryan Christiansen (Global Training Group, Ltd, UK) and Hakan Sezerel (Anadolu University, Turkey)
Business Science Reference • © 2020 • 241pp • H/C (ISBN: 9781799822394) • US $215.00

701 East Chocolate Avenue, Hershey, PA 17033, USA

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Editorial Advisory Board
Areej Shabib Aloudat, Yarmouk University, Jordan
Rosemary Black, Charles Sturt University, Australia
Elizabeth Carnegie, Management School, Sheffield University, UK
Azizul Hassan, Tourism Society, UK
NorAida Abdul Rahman, Universiti Kuala Lumpur, Malaysia
Bassam Samir, University of Sadat City, Egypt
Simon C. Woodward, Leeds Beckett University, UK
Shin Yasuda, Takasaki City University of Economics, Japan


 xv

Preface

INTRODUCTION

The shift from mass tourism movements to alternative tourism types is essential for the development
and sustainability of tourism in a global sense. Alternative tourism types show a wide variety today ac-
cording to the curiosity and interests of the tourists with tourism marketing centered on the tourists. Art
tourism, halal tourism, gastronomy tourism, sports tourism, and cultural tourism are just a few of them.
Tourists participating in this and more alternative tourism activities need to get detailed information
about the alternative tourism type. The primary purpose of tour guidance, which is one of the essential
parts of tourism, is to provide tourists with in-depth information about the destination, to ensure that it
is memorable and to give answers that satisfy the curiosity/interest of the tourists.
The purpose of creating this book is to provide an overview of tour guide applications for alternative
tourism types, to express the problems experienced in tour guide applications, to introduce tour guide
applications in different kinds of tourism and to contribute to improving the quality of tour guide service.
The book focuses on the role of tour guidance in alternative tourism types and presents a collection of
16 chapters about the problems and trends in developing tour guidance. The book will reveal the role
of tour guidance by providing a wide range of information about alternative touristic tour guidance in
many countries. It aims to be the leading source of information on tour guidance in alternative tourism
types to the stakeholders of the tourism industry, such as academics, tour guides, and travel agencies. It
also aims to develop tour guidance practices by sharing new research information, findings, and results
with these stakeholders. Today, it seeks to be a reference pressure for both new alternative tourism types
and those who want to have information about tour guidance applications (policymakers, academics,
tourism enterprises, and tour guides).

ORGANIZATION OF THE BOOK

Cases on Tour Guide Practices for Alternative Tourism offers a collection of 16 sections prepared by
leading experts in tour guidance in alternative tourism activities as a whole.
The first part is about mobbing under the guidance of a tourist, “Mobbing in Tourism Industry: The
Case of Tourist Guide” by Eren and Nebioğlu. As a result of the study, the authors explained the leading
causes of mobbing in two titles: personal and operational reasons. Besides, the authors stressed that it is
vital to reduce or completely get rid of the effects of mobbing so that the productivity of the workforce


 Preface

does not decrease, the communication with tourists is high, the guide is able to withstand the intense and
tiring working conditions psychologically, and the image of the country/region is not adversely affected.
In the second chapter, “Tour Guides’ Perspectives on Their Work and Life: A Case Study of Jordanian
Tour Guides” prepared by Aloudat, Black, and Everett, the views and perspectives of the interpretive
qualitative phenomenology and tour guides were investigated. As a result of the study, the authors found
that while tour guides were satisfied in terms of earnings, they were irregular and wavy due to season-
ality, international, and regional political conditions. The third chapter, Dönbak’s study titled “Tourist
Guides as Representatives of Sustainable Tourism: Evidence From Turkey” is about the contribution of
tourist guides to sustainable tourism. In this study, instrumental and social leadership role and mediator
role of tourist guides within the framework of sustainable tourism, cultural values, natural environment,
flora and fauna were evaluated.
The fourth chapter, “Student Guides as Mediators of Institutional Heritage and Personal Experience”,
examines the role of student guides as mediators between the institutional mission and heritage of their
university and visitors to the historic campus. The authors highlighted both the intermediary and the
carrier role when introducing the student guides to the campuses covered by inheritance tourism. They
also highlighted four areas, such as student guides facilitating physical access, mediating tourists and
campus members, strengthening understanding about the place visited and encouraging empathy for the
place visited. The next chapter is “Tourist Guidance in Sport Tourism” prepared by İçöz and İçöz, the
essential functions and services of tour guides for sport activities and sport tourism will be discussed,
and the primary objective is to provide detailed information about this enhancing field of tourism for
young generation tour guides.
The sixth chapter is the study of “Tour Guide’s Best Practices in Northern Region in Jordan: Land of
Olive Oil and Indigenous Food” by Khreis and Benghadbane, which deals with the subject of food tour-
ism. In the study, the authors focused on addressing food tourism in alternative tourism in the southern
region of Jordan (Petra and Aqaba) within the framework of sustainable tourism. As a result of the study,
the authors emphasized that the guides are not sufficiently trained, that the tour timing is well adjusted,
they lack in terms of customer satisfaction, and that the locals are open to tourism development, as well
as the restrictions of tourists on dressing and drinking alcohol.
The seventh chapter is the study titled “Tea Tourism and the Importance of Tea Tourists’ Guidance
in India” prepared by Solak and Amin on tea tourism. The study investigated the correct tour guidance
for the sustainability and development of tea tourism, which has an essential place in India. As a result
of the study, the authors stressed that tea tourism would increase employment opportunities, contribute
to the rural economy, and alleviate socio-economic problems and, in this context, the importance of tea
tourism guidance. The next chapter, titled “Analysing the Tour Guides’ Perception About Gastronomy
Tourism in Himachal Pradesh”, written by Sahoo, aimed to measure perceptions about Himachali Pradesh
gastronomy tourism and analyze the branding information with the views of tour guides. As a result of the
research, the author suggested that a particular food guide training program for tour guides is required.
The ninth chapter, titled “Tour Guide’s Best Practices in Christian and Islamic Religious Sites: Study
Case Jordan”, prepared by Khreis, Chapuis, and Shunnaq, discussed the best guidance practices for
groups of tourists believing in different religions. The authors concluded in the research that tour guides
are competent to manage the experience, the tour guide is professional enough, the tour is moderately
successful, making a moderate contribution to the spiritual value of the religious tour. The next chapter,
titled “The Social Significance of Religious Guides: The Development of the Flow of Religious Capital
in the Islamic Religious Tourism Industry” by Yasuda, considers the social context of religious guides

xvi
Preface

in the Islamic religious tourism industry by mapping them in the structure of the marketplace from the
perspective of the flow of “religious capital”. As a result of the study, the author suggested that religious
guides are an important center of religious capital flow to create an Islamic cultural space in society.
The eleventh chapter, titled “Tourist Guiding in Halal Tourism: Case of Southeast Asia” by Rahman,
focuses on the guiding services provided to tourists in halal tourism in Southeast Asia. As a result of
the study, the author emphasized that halal tourist guidance should be improved to support the needs
of Muslim tourists. The next chapter is titled “As an Alternative: Cultural Routes Education for Tourist
Guides – A Module Suggestion From Turkey” prepared by Tanrisever. The aim of the study is to con-
tribute to the field and literature by creating the infrastructure of the cultural routes education program
as a module. As a result of the research, the author developed a module consisting of seven main top-
ics: (i) Technical education, (ii) Flora and fauna, (iii) Trekking leadership, (iv) Regional education, (v)
Sustainability, (vi) Communication, and (vii) Nutrition.
The thirteenth chapter, the aim of the study titled “Ayvalik as an Art Route for Tourist Guides Within
the Frame of Art Tourism” prepared by Uguz is to develop a new tour route in Ayvalik within the frame-
work of art tourism and offer a suggestion to tour guides. As a result of the research, the author suggested
that Ayvalık has many values in terms of art tourism and that all stakeholders related to tourism and art
should support art tourism.
The fourteenth chapter is the aim of the study titled “Technology Supported Tourist Guiding in
Aviation Tourism” prepared by Hassan, to outline AR guiding for in an airport used for tourist aviation.
The findings of this research establish that AR guiding in the most recent times is adopted by the “Early
Majority “ who are the followers and read the reviews given by the previous adopters on new services
or products.
The fifteenth chapter is the purpose of the study titled “Technological Innovation Research With
Guided Tour: Recent Trends and Future Directions” by Tarinc, Karaman, Sunar and Sayin, to reveal the
technological applications used today in tour guidance and technological developments that will guide
the tour guide in the future. In the study, information was given about the technologies used today by
the guides and tourists and the technological innovations and trends planned and planned to be used in
the future touristic tours.
The last chapter of the book, The aim of the study titled “The Future of Tourism Guidance in the
Scope of Industry 4.0 and Next-Generation Technologies”, prepared by Topsakal, Bahar, and Yuzbasi,
is to examine tourism guidance within the scope of the super-smart tourists of the future., to determine
the usage areas of next-generation technologies in the field of tourism guidance, and to give recom-
mendations for tourism guidance in this regard. As a result of the study, the authors suggested that both
the education of tourism guides and the standards of tourism guidance should be harmonized with new
generation technologies.

xvii
 119

Chapter 7
Tea Tourism and the
Importance of Tea Tourists’
Guidance in India
Birsen Bulut Solak
https://orcid.org/0000-0003-1583-1504
Selcuk University, Turkey

Sakib Bin Amin

https://orcid.org/0000-0003-2363-9045
North South University, Bangladesh

EXECUTIVE SUMMARY
The importance of tea tourism in India is immense as it has a dual impact by creating a regional tea mar-
ket and securing jobs for tea labor. Therefore, proper guidance for the tea tourists is essential regarding
the tea tourism destinations by addressing the issues, challenges, and opportunities in promoting local
culture. Through the public-private partnership, tea tourism should be included in the mainstream tour
packages, and local tea customs can be conveyed through a variety of activities promoting sightseeing
and other forms of entertainment and tourism experiences. A proper planning is required for making tea
tourism more attractive and developed in India. Development of tea tourism sustaining the environment
and preserving the heritage and culture will benefit the Indian regions by creating employment oppor-
tunities and boosting the rural economy and thereby alleviate the insurgency and other socio-economic
problems. It is expected to contribute to the literature on tourist guiding and the promotion of tea tourism
and the tourist guides within tea garden boundaries in India.

INTRODUCTION

Tourism has changed from a small-scale industry into one of the world’s largest and fastest-growing
industries of the world economy since 1960 onwards (Amin, 2010; Amin, Kabir, Khan & Rahman,
2019). The tourism and travel industry has been ranked as the 4th largest industry in the world after fuels,

DOI: 10.4018/978-1-7998-3725-1.ch007

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