Impact of Coffee Tourist Attractions on Visit Intentions of Generation Y and Z

Bentar Sagara Mukti; Tri Kuntoro Priyambodo; Siti Nurul Rofiqo Irwan

doi:10.36256/ijtl.v5i2.434

Impact of Coffee Tourist Attractions on Visit Intentions of Generation Y and Z

Bentar Sagara Mukti, Tri Kuntoro Priyambodo, Siti Nurul Rofiqo Irwan

Abstract

This study investigates the influence of coffee tourist attractions (CTA) on the visit intentions of Generation Y and Generation Z. Utilizing a quantitative research framework, surveys were conducted to assess how product quality, service quality, and atmospheric of coffee shops as tourist destinations. The sample consisted of 314 respondents from Yogyakarta, including both generations. The results demonstrate that both Generation Y and Z are significantly influenced by the quality of products, services, and coffee shop atmosphere with Generation Y placing greater emphasis on personal recommendations and traditional marketing, while Generation Z relies more on digital interactions and social media. These findings highlight the importance of tailored marketing strategies to effectively attract each generational cohort. The study concludes that enhancing product quality, service, and atmosphere of coffee shops can positively impact their attractiveness as tourist destinations for both Generation Y and Z.

Keywords

Coffee Tourist Attraction; Generation Y; Generation Z; Visit Intention

Full Text:

PDF

References

Baehaki, F., Nurhamidah, Y., & Purwaeni, P. (2023). Analysis of Caffeine Levels in Packaged Coffee in Indonesia.

Buasin, K., Yamaoka, Y., & Oe, H. (2023). Coffee shops visiting during the pandemic: Moderating effects of process and physical evidence. Global Business and Economics Review, 28(1), 1. https://doi.org/10.1504/GBER.2023.10046445

Candra, S., Pandean, E. T., Harisson, J., & Sutanto, S. (2022). The Impact of Sensory Experience on the Buying Behavior of Coffee Shop Visitors in Indonesia. Journal of International Food & Agribusiness Marketing, 34(2), 214–234. https://doi.org/10.1080/08974438.2022.2043980

Chakraborty, S., Singh, T., Agrawal, D., Irshath, A. A., & Rajan, A. P. (2023). Sustainable Coffee Waste Management Through Circular Economy.

Chen, L. H., Wang, M. J. S., & Morrison, A. M. (2021). Extending the memorable tourism experience model: a study of coffee tourism in Vietnam. British Food Journal. https://doi.org/10.1108/BFJ-08-2020-0748

Chen, S. H., Huang, J., & Tham, A. (2021). A systematic literature review of coffee and tea tourism. International Journal of Culture, Tourism …. https://doi.org/10.1108/IJCTHR-08-2020-0173

Damanik, J., & Weber, H. F. (2006). Perencanaan ekowisata. Yogyakarta: PUSBAR UGM & Andi Yogyakarta.

Dimock, M. (2019, January 17). Defining generations: Where Millennials end and Generation Z begins. Pew Research Center. https://www.pewresearch.org/short-reads/2019/01/17/where-millennials-end-and-generation-z-begins/

Dinis, M. G., Melo, C. S., & Sousa, J. (2021). Coffee tourism in Portugal: an attraction case study. … Journal of Culture, Tourism and …. https://doi.org/10.1108/IJCTHR-08-2020-0194

Gökcen, B. B., & Şanlier, N. (2019). Coffee consumption and disease correlations. Critical Reviews in Food Science and Nutrition, 59(2), 336–348. https://doi.org/10.1080/10408398.2017.1369391

Hennessey, S. M., Yun, D., & MacDonald, R. (2016). Determinants of Travel Intentions to a Neighboring Destination.

Holloway, J. C., & Humphreys, C. (2016). The Business of Tourism (10th ed.). Pearson Education.

Huang, H.-C., Chang, Y.-T., Yeh, C.-Y., & Liao, C.-W. (2014). Promote the price promotion. International Journal of Contemporary Hospitality Management, 26(7), 1065–1082. https://doi.org/10.1108/IJCHM-05-2013-0204

ICO. (2022). Coffee production worldwide in 2020, by leading country (in 1,000 60 kilogram bags)*. https://www-statista-com.ezproxy.ugm.ac.id/statistics/277137/world-coffee-production-by-leading-countries/

ICO. (2023). Coffee production worldwide from 2003/04 to 2021/22 (in million 60 kilogram bags)*. https://www-statista-com.ezproxy.ugm.ac.id/statistics/263311/worldwide-production-of-coffee/

Ismoyowati, D., Wuryandani, S., & Wijayanti, F. K. (2023). Millennials’ Consumer Behavior in the Coffee Agroindustry: The Effect of Consumer Attitudes on Purchasing Decisions. AgriTECH, 43(1), 56. https://doi.org/10.22146/agritech.66577

Kim, D., & Jang, S. (Shawn). (2017). Symbolic Consumption in Upscale Cafés. Journal of Hospitality & Tourism Research, 41(2), 154–179. https://doi.org/10.1177/1096348014525633

Lestari, F. A., & Rosiana, N. (2023). Kinerja Bauran Pemasaran Penalama Coffee &Amp; Talk Di Kota Bogor Berdasarkan Persepsi Konsumen. Jurnal Agribisnis Terpadu, 16(1), 39. https://doi.org/10.33512/jat.v16i1.20160

Luo, J. M., & Lam, C. F. (2020). Travel Anxiety, Risk Attitude and Travel Intentions towards “Travel Bubble” Destinations in Hong Kong: Effect of the Fear of COVID-19. International Journal of Environmental Research and Public Health, 17(21), 7859. https://doi.org/10.3390/ijerph17217859

Madhyamapurush, W. (2022). Research on factors affecting tourist involvement in coffee tourism after the COVID-19 pandemic in Thailand. F1000Research. https://f1000research.com/articles/11-1269

Madhyamapurush, W. (2023). Analysis on factors affecting tourist involvement in coffee tourism after the COVID-19 pandemic in Thailand. F1000Research, 11, 1269. https://doi.org/10.12688/f1000research.123759.2

Nguyen, H. M., Phuc, H. N., & Tam, D. T. (2023). Travel intention determinants during COVID-19: The role of trust in government performance. Journal of Innovation & Knowledge, 8(2), 100341. https://doi.org/10.1016/j.jik.2023.100341

Shahbandeh, M. (2022). Coffee production worldwide from 2003/04 to 2020/2021 (in million 60 kilogram bags) .

Sugiyono. (2020). Metode penelitian pariwisata (kuantitatif, kualitatif dan R&D) (N. Yuniati, Ed.; 1st ed., Vol. 1). Alfabeta.

Suhud, U., Allan, M., & Gaffar, V. (2022). Antecedents of Tourists’ Intentions to Visit in the Context of Coffee Tourism. … Management &Tourism. https://search.proquest.com/openview/713763b3e8a0ab33d21a6c9949530602/1?pq-origsite=gscholar&cbl=466419

Sunarharum, W. B., Ali, D. Y., Mahatmanto, T., Nugroho, P. I., Asih, N. E., Mahardika, A. P., & Geofani, I. (2021). The Indonesian coffee consumers perception on coffee quality and the effect on consumption behavior. IOP Conference Series: Earth and Environmental Science, 733(1), 012093. https://doi.org/10.1088/1755-1315/733/1/012093

Teles, C. R. A., & Behrens, J. H. (2020). The waves of coffee and the emergence of the new Brazilian consumer. In Coffee consumption and industry strategies in Brazil (pp. 257–274). Elsevier.

Tu, R., Park, S. K., & Ding, Y. (2023). Travel intentions of travelers in the COVID-19 context: The moderation of fear of COVID-19. Frontiers in Psychology, 14. https://doi.org/10.3389/fpsyg.2023.1136465

Tucker, C. M. (2017). Coffee Culture, History, and Media in Coca-Cola Land. In Coffee Culture Local Experience, Global Connections (2nd ed., pp. 18–25). Routledge.

Weidenfeld, A., Butler, R., & Williams, A. M. (2016). Visitor Attractions and Events: Locations and linkages.

Yeap, J. A. L., Ooi, S. K., Ara, H., & Said, M. F. (2021). Have coffee/tea, will travel: assessing the inclination towards sustainable coffee and tea tourism among the green generations. International Journal of Culture, Tourism and Hospitality Research, 15(3), 384–398. https://doi.org/10.1108/IJCTHR-08-2020-0191

Yun, D., MacDonald, R. M., MacEachern, M., & Hennessey, S. (2007). Travel intentions to a major Canadian Tourist destination: the results of a web-based survey. Canadian Journal of Marketing Research, 24(1), 53–63.

DOI: https://doi.org/10.36256/ijtl.v5i2.434