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Extending the memorable tourism experience model: a study of coffee tourism in Vietnam

Extending the memorable tourism experience model: a study of coffee tourism in Vietnam Despite the increasing recognition of coffee tourism, there is limited research on the influence of memorable tourism experiences (MTEs) on coffee tourist behaviours. This investigation attempted to fill the gap in extending the MTE model by integrating travel motivations and expectation–confirmation theory (ECT).Design/methodology/approachA mixed-method approach was employed. A survey questionnaire containing closed- and open-ended questions was used to obtain quantitative and qualitative information. Interviews with coffee shop owners were also conducted to obtain greater insight.FindingsBoth the quantitative and qualitative findings confirmed that coffee tourists’ revisit and word-of-mouth intentions were strongly influenced by satisfaction and MTEs, which were predicted by confirmation of expectations (CoEs) and travel motivations.Research limitations/implicationsThe findings confirmed that travel motivation is one of the most important precursors of MTEs. CoE was also determined to be a precursor of MTEs. MTEs had positive influences on satisfaction, word of mouth (WoM) and revisit intentions.Practical implicationsThe results offer insights by identifying vital factors linked to coffee tourist experiences and satisfaction, which will aid practitioners developing better marketing strategies.Originality/valueThe memorable tourism experience scale has rarely been applied in food tourism and particularly in relation to coffee consumption. Moreover, this research is unique in investigating the relationships among motivations, CoE, MTEs, satisfaction and WoM and revisit intentions. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Extending the memorable tourism experience model: a study of coffee tourism in Vietnam

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0007-070X
DOI
10.1108/bfj-08-2020-0748
Publisher site
See Article on Publisher Site

Abstract

Despite the increasing recognition of coffee tourism, there is limited research on the influence of memorable tourism experiences (MTEs) on coffee tourist behaviours. This investigation attempted to fill the gap in extending the MTE model by integrating travel motivations and expectation–confirmation theory (ECT).Design/methodology/approachA mixed-method approach was employed. A survey questionnaire containing closed- and open-ended questions was used to obtain quantitative and qualitative information. Interviews with coffee shop owners were also conducted to obtain greater insight.FindingsBoth the quantitative and qualitative findings confirmed that coffee tourists’ revisit and word-of-mouth intentions were strongly influenced by satisfaction and MTEs, which were predicted by confirmation of expectations (CoEs) and travel motivations.Research limitations/implicationsThe findings confirmed that travel motivation is one of the most important precursors of MTEs. CoE was also determined to be a precursor of MTEs. MTEs had positive influences on satisfaction, word of mouth (WoM) and revisit intentions.Practical implicationsThe results offer insights by identifying vital factors linked to coffee tourist experiences and satisfaction, which will aid practitioners developing better marketing strategies.Originality/valueThe memorable tourism experience scale has rarely been applied in food tourism and particularly in relation to coffee consumption. Moreover, this research is unique in investigating the relationships among motivations, CoE, MTEs, satisfaction and WoM and revisit intentions.

Journal

British Food JournalEmerald Publishing

Published: Jun 28, 2021

Keywords: Coffee tourism; Memorable tourism experiences (MTEs); Confirmation of expectations (CoE); Travel motivations; Satisfaction; Word of mouth (WoM); Revisit intentions; Vietnam

References