The influence of Café culture in Tourism : - A global study on Vietnam, Japan, Sweden and the Netherlands

Abstract: Drinking coffee is often part of everyday life and thus, also strongly linked to our travel experience as well as tourism as a broad phenomenon then. The goal was to demonstrate the importance of different café cultures for developing coffee tourism by determining how much café culture affects a visitor's experience. Data was gathered using a qualitative method first, to examine how a nation's history in relation to coffee has shaped its own café cultures. Four countries were looked into closely, two Asian countries, Vietnam and Japan, and two European countries, the Netherlands and Sweden. It has shown an idea on the impact of café culture on the chain of visitor experiences using the qualitative approach of global cases followed by a quantitative approach of a survey, investigating past tourist experiences related to these countries and their unique café cultures. With the gathered data, the authors made a conclusion regarding the extent of what café culture influences the travel experience, loyalty and their criteria for coffee houses.