Usep Suhud, Mamoon Allan, Wong Chee Hoo, Muaz Azinuddin, Sudhakar Madhavedi, Hasan Mukhibad, Doni Sugianto Sihotang
Despite the growing relevance of sustainable niche tourism, there is a lack of empirical studies on tourist consumer behavior in the context of coffee tourism—particularly regarding the factors that stimulate the urge to travel. The aim of the present study is to examine how digital literacy, habit, destination trust, and destination preference influence tourists’ urge to travel to coffee plantations. A conceptual framework was formulated to determine the ways in which habituated interaction between tourists and AI-based tourism infrastructure shapes tourists’ cognitions and affections to trust and preference, and these further drives travel enthusiasm. Data were gathered through an online survey on 225 tourists using convenient sampling. The measurement model was examined using Exploratory Factor Analysis (EFA), and the structural model and hypotheses were evaluated using Structural Equation Modelling (SEM) with AMOS version 29. The findings indicated that digital literacy had a significant and positive impact on the construction of habitual use of technology. Habit further emerged as an essential antecedent for destination trust and destination preference. Moreover, trust and preference were significant antecedents of tourists’ urge to travel. The model had superb fit indices (χ²/DF = 1.124, CFI = 0.995, RMSEA = 0.024), validating its theoretical construct and empirics. The findings provide deeper insights into consumer behavior, digital tourism consumption, and destination marketing practices, particularly, in response to the growing sustainability demands within the emerging context of coffee tourism. © 2026 by the authors; licensee Growing Science, Canada.
Faculty of Economics and Business, Universitas Negeri Jakarta, Jakarta, Indonesia; Faculty of Applied Social Sciences, Universiti Sultan Zainal Abidin, Malaysia; Faculty of Tourism and Archaeology, University of Jordan, Amman, Jordan; Faculty of Business and Communications, INTI International University, Malaysia; Department of Economics, Management and Law, International Institute of Management and Business, Minsk, Belarus; Business Management Kshatriya College of Engineering (under JNTU, Hyderabad), Hyderabad, India
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