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

Abstract

PurposeDespite 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.

Anticipated positive evaluation of social media posts: social return, revisit intention, recommend intention and mediating role of memorable tourism experience

“…Furthermore, as per the ECT, wherein the “confirmation of expectation” plays a key role in the prediction of future behavior (Chen et al , 2021), we posit (Figure 1) that increased SR – which can also be considered akin to confirmation of expectations (or positive disconfirmation) – shall enhance MTE, which, in turn, shall positively enhance revisit intention and recommend intention. This has led to the integration of the self-enhancement model and ECT in this study.…”

Sustainable Mountain-Based Health and Wellness Tourist Destinations: The Interrelationships between Tourists’ Satisfaction, Behavioral Intentions, and Competitiveness

“…Cotter et al (2021) determined that visitors' intentions to provide a positive recommendation correlated with visit satisfaction via pre-and post-visit surveys at an art museum [47]. Chen et al (2021) confirmed that coffee tourists' behavioral intentions are strongly influenced by satisfaction [48].…”

Memorable Tourism Experiences in Red Tourism: The Case of Jiangxi, China

“…In addition, MTEs also show a significant effect on overall satisfaction (Prayag and Ryan, 2012;Kim, 2018;Wong et al, 2019). More specifically, Chen et al (2021) found that an MTE on coffee tourism strongly reinforced tourists' satisfaction. Stavrianea and Kamenidou (2021) revealed that the formation of tourists' satisfaction is greatly related to positive MTEs.…”

“…Referring to previous tourism studies, it is indicated that one destination providing tourists with MTEs can make tourists more satisfied (Chen et al, 2021), enhance their place attachment (Tsai, 2016), and increase their repeat behavior (Wong and Lai, 2021). This study embarks on an alternative way to test tourists' behavioral intention of visiting other similar tourism destinations.…”