Coffee and gastronomy: a potential ‘marriage’? The case of Vietnam

Abstract

Purpose The purpose of this study is to gain a more nuanced understanding of the relationship between a national product (coffee) and gastronomy. Moreover, incorporating the resource-based view of the firm framework, the importance of coffee is examined, as is the extent and potential to “marry” coffee and gastronomy into a tourism activity, and the need to develop such potential. Design/methodology/approach Semi-structured, face-to-face and online interviews were used to gather the viewpoints of 79 chefs and coffee shop owners/managers operating in Vietnam, the world’s second-largest coffee producer and home to a vibrant coffee shop industry. Findings The selected inductive analysis identified 11 dimensions, including “coffee infrastructure”, “coffee-based innovation”, “coffee-trigger” and “coffee resources”, emerged. These dimensions reveal a strong potential for a coffee and local gastronomy “marriage”. Furthermore, nine of the 11 dimensions provide direct guidance concerning the importance, the potential for “marriage”, coffee tourism development and what is needed to fulfil this potential. Practical implications The study affords understanding of Vietnam’s coffee industry, in particular its resources, and how these can be leveraged to combine with the nation’s gastronomy and produce more fulfilling food and beverage experiences. Originality/value Gastronomy, hospitality and tourism represent a well-defined partnership that can result in memorable consumer experiences. While the strength of this partnership is recognised, little is known about the potential to “marry” a national product such as coffee and local gastronomy. The study breaks new ground in this area and concludes with various theoretical and practical implications that contribute to more understanding of the coffee–gastronomy relationship.

Unlocking Prosperity: Identifying Key Sectors For Tourism Development In Yogyakarta

“…For example, Rahmanita (2019) through a study conducted in the Special Region of Yogyakarta, found that the Sekaten festival made a significant economic contribution to the Yogyakarta city economy through tourist spending. Similarly, a study conducted in Vietnam found that coffee and gastronomy have the potential to be "married" into tourism activities, which can have a positive impact on the local economy (Vu et al, 2022).…”

Kahve Turizmine İlişkin Sistematik Bir Araştırma (A Systematic Research of Coffee Tourism)

“…Buna istinaden kahve turizmiyle ilgili akademik ilginin arz odaklı konularda yoğunlaştığı ve çalışmaların sıklıkla paydaşlarla görüşme yapılarak sürdürüldüğü dikkat çekmektedir. Söz gelimi, konuyla ilgili arz odaklı birçok çalışma (Anbalagan & Lovelock, 2014;Degarege & Lovelock, 2021;Vu, Alonso, Martens, Do, Tran, Tran & Nguyen, 2023)…”

“…Based on this, it is noteworthy that the academic interest in coffee tourism is focused on supply-oriented issues and the studies are frequently carried out by meeting with the stakeholders. Do, Tran, Tran, & Nguyen, 2023) show what the potential of coffee tourism is in destinations, how this type of tourism can be created. and it can be developed, and what kind of benefits coffee tourism can have for destinations within the scope of stakeholders.…”

“…When examined in more detail, it is noteworthy that the factors related to the destination in coffee tourism are image, sustainability, touristic diversity, touristic attraction and protection and improvement of coffee resources. Related studies (Kleidas & Jolliffe, 2010;Smith, Suthitakon, Gulthawatvichai & Karnjanakit, 2019;Woyesa & Kumar, 2021;Vu et al, 2023) have made coffee tourism and local coffee culture sustainable by protecting and improving the coffee-related resources of destinations with local coffee culture. Reflects what can be achieved.…”