Chen, Li-Hsin, Wang, Mei-Jung Sebrina and Morrison, Alastair ORCID: 0000-0002-0754-1083 (2021) Extending the memorable tourism experience model: a study of coffee tourism in Vietnam. British Food Journal, 123 (6). pp. 2235-2257. ISSN 0007-070X (doi:https://doi.org/10.1108/BFJ-08-2020-0748)

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Abstract

Despite the increasing recognition of coffee tourism, there is limited research on the influence of memorable tourism experiences (MTEs) on coffee tourist satisfaction and future intentions. This investigation attempted to fill the gap by extending the MTE model by integrating travel motivations and expectation-confirmation theory. A mixed-method approach was employed. A self-administered questionnaire-based survey was administered with 389 respondents at Café Apartment in Vietnam. In-depth and semi-structured interviews were conducted with coffee shop owners to complement the quantitative findings. Partial least squares structural equation modeling (PLS-SEM) and representational thematic text analysis were used. The findings confirmed that coffee tourists’ revisit and WoM intentions were strongly influenced by satisfaction and MTEs, which were predicted by confirmation of expectation (CoE) and travel motivations. As WoM and revisit intentions are important for the sustainable management of coffee tourism, the results offer insights by identifying vital factors linked to coffee tourists’ experiences and satisfaction.

Item Type:	Article
Uncontrolled Keywords:	coffee tourism; Memorable Tourism Experiences (MTEs); Confirmation of Expectations (CoE), travel motivations; satisfaction; Word of mouth (WoM); revisit intentions; Vietnam
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor
Faculty / School / Research Centre / Research Group:	Faculty of Business
Last Modified:	03 May 2024 10:07
URI:	http://gala.gre.ac.uk/id/eprint/46947

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