Café Hopping Tourism: The Impact of Memorable Experiences on Recommendations and Return Intentions

Abstract

The objective of this research was to examine Social Return and Travel Motivation and Memorable Tourism Experience that influence the intention to recommend and revisit coffee shops in Café Hopping Tourism. The study was conducted within an applied research framework based on the theoretical concepts of Memorable Tourism Experience, Travel Motivation, and Social Return.

This research employed a quantitative approach, collecting data from 407 individuals. Quota sampling was used to select participants who had visited coffee shops in the café-hopping format. The sample was segmented based on consumers' age and reasons for visiting coffee shops, enabling the collection of responses to a questionnaire and subsequent data analysis using a structural equation model.   

The research findings indicate that social feedback significantly enhances leisure and novelty factors. Social reactions, relationship status, and self-development exhibited statistical significance concerning relaxation and new experiences. Moreover, social reactions, relationship status, and self-development positively influenced the components of memorable tourism experience with statistical significance. Notably, memorable tourism experience had a positive impact on the intention to recommend and revisit, both of which were statistically significant. The significance of this research lies in its ability to validate and confirm the concepts proposed, providing coffee shop business owners with valuable insights to formulate marketing strategies, enhance their businesses, and increase sales by leveraging this information.