Coffee tourism research has attracted the interest of many scholars, as well as stakeholders in the economic sectors of tourism, Food & Beverage (F&B), etc. The present study is an attempt to explore the integration of coffee attraction (CA) (e.g. coffee culture, and coffee experiences) into a creative tourism experience (CTE) model in the Post-Covid-19 context in a developing country. Specifically, this study aims to (1) identify the main factors of a CA-based CTE model; (2) analyze and assess the CA-based CTE model; (3) propose management implications to contribute to perfecting the CA-based CTE model. By selecting the case study of Trung Nguyên Healing Tourism Investment Ltd. at Buon Ma Thuot Coffee Capital (Dak Lak Province) in Vietnam, this study used approaches such as narrative research, observation, netnography analysis, framework analysis, and thematic qualitative coding of travel reviews published on TripAdvisor.com. The research results indicated that the CA-based CTE model was affected by 02 main factors: (1) Development strategy (including segmentation, market targeting, and strategic positioning); (2) Operation (including offers, and commercialization). Through the current status of the researched CA-based CTE model, the research findings also revealed its strengths, weaknesses, opportunities, and threats. Based on the actual results of the study, several managerial implications were proposed to contribute to the improvement of this CA-based CTE model.
Keywords: creative tourism experience, coffee attraction, Trung Nguyên Healing, Buon Ma Thuot Coffee Capital, Dak Lak Province, Vietnam, post-pandemic recovery, case study
Tạp chí: International Interdisciplinary Congress of Women in Science, "Diversity, Careers, Interdisciplinarity", January 13-14, 2023, Venue: Sivas Cumhuriyet University, Sivas, Türkiye, in partnership with Association of Women in Science- BİLKADER
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