Mindful community in agritourism: Fieldwork on tea farms in China and coffee farms in the Philippines

This study explores the intersection of mindful community and the co-creation of experiences between tourists and locals within the context of agritourism. Utilizing a comprehensive ethnographic methodology, field observations and interviews were conducted at three coffee farms in the Philippines and two tea farms in China. Our qualitative analysis identifies two interlocking components of mindful community: value-in-use (i.e., mindfulness, emotional place attachment, spontaneous culture conservation, social responsibility, and environmental sustainability), and co-production (i.e., open innovation, quality of life and well-being, and community resilience). This study advances value co-creation theory by clarifying how experiential evaluation and collaborative practice jointly generate value in agritourism. Lastly, the study offers practical implications for agritourism destination management and sustainable community development.