"The only constant in life is change." This phrase, which I heard in a classroom, has stayed with me ever since. Its brevity encapsulates a truth we often overlook. Since 2020, we have faced pandemics, economic recessions, wars, and a long list of challenges, both individually and collectively.
Kotler et al. (2021) argue that there is a significant generational gap. Currently, five generations coexist, each with different preferences, attitudes, and behaviors shaped by their cultural context and life experiences. This presents a considerable challenge for societies. Furthermore, given recent global events, we have become less empathetic and, in a way, have lost some of our humanity.
This problem will not be solved overnight, nor is it an easy task. However, initiatives like the "Festival of Cigars and Coffee" offer a small glimmer of hope at the end of the tunnel.
The "Festival del puro y del café" is an initiative by the Honduran Institute of Tourism and the tobacco company Tobacco & Co., which held its fourth edition on May 17 and 18, 2024. This festival offers various activities, including tours to learn about the cultivation, production, and tasting processes of tobacco and coffee, vintage motorcycle and car exhibitions, folkloric and artistic performances, and food and beverages.
The festival aims to provide an integral experience highlighting some of Honduras's many treasures. However, this article is not intended to promote the festival, which already enjoys significant recognition, at least within Honduras, but rather to highlight the implicit factors in such events that many overlook or simply ignore—in this case, hospitality.
Defining "hospitality" is crucial; it has been interpreted in various ways. For this article, we will use the definition stating that "hospitality is centered on the safety, physical comfort, and psychological comfort provided to another (a guest) by a host" (Alves & Marqués, 2019, p. 292).
However, Klosse (2013) argues that hospitality is currently underestimated because it is often confused with the term "service," which refers merely to the act of providing a service. On the other hand, hospitality seeks to add value to the product or service offered by giving the consumer or guest valuable information, allowing them to understand the reason behind the product or service. This enables them to experience the passion of all the agents involved.
At the Festival del puro y del café, the Vintage Cigar Factory stand exemplified and reinforced Klosse's point. Upon entering their stand, visitors could see the entire growth process—from the tiny tobacco seeds to the dried leaves. The small tour allowed anyone to learn about the different stages of planting and harvesting the tobacco leaf.
Whether you smoke cigars or not, it is truly fascinating to learn how something as small as a tobacco seed (20 cm long by 40 cm wide) can grow up to three meters tall and eventually be crafted into a product that travels the world. Many are unaware that from planting to harvest, it can take up to 150 days and more than a year to ferment before it is ready to be sold.
Although knowing this information may not change the cigar's taste, it offers insight into factories and tobacco companies' immense effort and careful planning.
Consumers usually consider the relationship between the product or service and its cost. However, we often make decisions without understanding the aspects that truly matter. It's common to perceive some prices as exorbitant or to detect a certain quality. Still, in most cases, we are unaware of the factors and processes that influence such price or quality. Take jewelers, for instance; they can determine the price of a piece thanks to their industry knowledge and years of experience. But how often have we purchased a product or service based on a good review or attractive packaging?
Another definition of hospitality states that it is "inherent in the act of hosting, which seeks to establish relationships of any kind, creating fraternal, loving, or professional bonds. In this way, […] it focuses on the creation of bonds […] in the interaction between host and guest" (Alves & Marqués, 2019, p. 292).
The Maya Selva Cigars stand perfectly exemplified this. The hosts there, especially Mrs. Nina, embodied what I will call "authentic hospitality." Her actions reflected transparency and warmth from when she welcomed a visitor to when she bid them farewell. As a marketer and a customer, it excites me to meet people like Nina, who are the result of dedication and passion for their work.
In a way, I encountered a person with a similar mindset to the oolong alchemist; neither of them hoards knowledge. Instead, they seek to share this personal treasure with others. Of course, there are no set rules on how to do this; each shares in their way.
Beyond a great experience, attending this festival allowed me to connect a bit more with my country and understand how it stands out globally, not just for its natural or material wealth but for its human richness.
This article is somewhat of a prelude to the new section titled "The Flavor Route," where we will analyze the different agents that make up both distribution and value chains. Ultimately, it's not just the customer who matters—every component of a value chain (producers, manufacturers, distributors, sellers, and customers) plays a role, and each one has the power to change markets for better or for worse.
Satoricha ~
References
Alves, C. A., & Marques, R. B. (2019, Abril). Hospitalidad, emociones y experiencias en los servicios turísticos. Scielo. Retrieved Mayo 19, 2024, from http://www.scielo.org.ar/scielo.php?pid=S1851-17322019000200003&script=sci_arttext
Klosse, P. (2013). The Essence of Gastronomy: Understanding the Flavor of Foods and Beverages. CRC Press.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Tecnologia para a humanidade (A. Fontenelle, Trans.). GMT.
Oscuro, O. (n.d.). Tobacco & Co - Cigar Shop. Tobacco & Co - Cigar Shop. Retrieved May 19, 2024, from https://tobacco-co.com/cigarshop/es/
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