Examining the coffee consumption phenomenon in Vietnam through the structured experience lens

Abstract

ABSTRACT Drawing on the theory of structured experience, the study will examine visitation and consumption patterns, motivations, and expectations associated with the coffee shop experience from the perspectives of 1178 consumers. Pearson’s Chi-square test to compare groups of participants reveals that experiential aspects are felt more strongly among patrons of independently-owned coffee shops. Differences are also evident based on place of residence, occupational status, age group, and gender. The study also provides a qualitative component, further emphasizing participants’ experiential aspects. Implications for the future development of the coffee shop industry and coffee shop tourism, particularly in coffee-producing nations, will also be discussed.