... in travelling due to the fear of Covid-19 on travel intentions to such coffee/tea tourism destinations. Design/methodology/approach Using the theory of planned behaviour as a basis for this study’s framework, data was gathered from 302 eco-conscious Generation Y and Z consumers via an online survey. Partial...

... offers insight into the components of narratives for Generation Y tourists consuming in New Zealand. These findings do not claim to generalize to other samples or activities. Originality/value The paper extends the knowledge of how stories figure in consumers' lives; particularly in the context...