Consumer behaviour analysis as a tool for biocultural heritage conservation: case of Mexican vanilla

Bc. Adam Janata

Master's thesis

Abstract:

Food and tourism have proven as a dynamic combination which can enhance not only the economic well-being of certain regions, but other aspects such as local identity or composition of local fauna and flora as well. The main aim of this study was to identify the factors that influence tourists’ decision on purchasing the Mexican vanilla products, which could be used to increase the sales and therefore, in the long term help maintain vanilla in its region of origin. The survey was performed at the El Tajín archaeological site, outside the town of Papantla, Mexico, both of which are historically linked to vanilla. It took place from September 2016 to January 2017 and a total number of 301 respondents participated in the questionnaire survey oriented at consumers’ behaviour and knowledge about vanilla and its products. Significant interest in vanilla products was identified among the tourists, as well as a great gap in exploiting this potential. Five key factors which influenced the respondents’ decision making regarding the purchase were described. These included prior knowledge of the products (p=0.001), awareness of the fact that vanilla is native to the region (p=0.000) and source of such knowledge (p=0.004), as well as place of encounter with the products (p=0.000) and provenance of the tourist (p=0.014). Additionally, two major drawbacks limiting the sales of the products (poor visual presentation and lack of information) were identified and visualized using word cloud. Findings of this study could contribute to better management of promoting vanilla to tourists by the authorities, as well as local farmers and vendors, if mediated. This could have a positive effect on both economic development of the region and preserving vanilla as a biocultural heritage in its place of origin.

Keywords

consumer behaviour, food tourism, Vanilla planifolia, rural development, Papantla, Veracruz

Language used: English

Date on which the thesis was submitted / produced: 17. 4. 2018

Thesis defence

• Supervisor: Ing. Petra Chaloupková, Ph.D.

Czech University of Life Sciences Prague

Faculty of Tropical AgriSciences

Master programme / field:
Tropical Agriculture / Tropical Crop Management and Ecology