Coffee culture unravelled: exploring the coffee shop experience model in the Vietnamese context
Vu, Oanh Thi Kim, Alonso, Abel Duarte, Tran, Thanh Duc, Martens, Wil, Do, Lan, Nguyen, Trung Thanh, Atay, Erhan, and Akbari, Mohammadreza (2024) Coffee culture unravelled: exploring the coffee shop experience model in the Vietnamese context. Tourism Recreation Research. (In Press)
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Abstract
Amidst the captivating realm of the coffee shop experience, this study contributes to its significance across various literature streams and diverse forms. More specifically, the study focuses on the concept of the ‘ideal coffee shop experience’ from the perspectives of consumers and coffee shop owners/managers in Vietnam, drawing upon the experience economy and experience co-creation literature. The investigation takes place in Vietnam, a country renowned for its coffee exports and thriving coffee shop industry. Through qualitative data collected via interviews and an online questionnaire, the study uncovers divergent preferences between the supply and demand sides regarding the coffee shop's physical environment, product quality and variety, service staff performance/traits, and location or parking availability. Building on these findings, the study proposes the ‘supplier and consumer coffee shop experience’ model, which offers a comprehensive understanding of coffee shop experiences and provides valuable insights for practitioners and researchers in the relevant fields.
| Item ID: | 81537 |
|---|---|
| Item Type: | Article (Research - C1) |
| ISSN: | 2320-0308 |
| Keywords: | Coffee shop experiences; consumers; owners/managers; experience economy; experience co-creation; Vietnam |
| Copyright Information: | © 2024 Informa UK Limited, trading as Taylor & Francis Group. |
| Date Deposited: | 08 Jan 2024 00:01 |
| FoR Codes: | 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3508 Tourism > 350803 Tourism management @ 20% 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3509 Transportation, logistics and supply chains > 350909 Supply chains @ 40% 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3504 Commercial services > 350402 Hospitality management @ 40% |
| SEO Codes: | 15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150302 Management @ 100% |
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