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Using consumption value theory, this study aims to examine the impact of tourists’ perceived consumption value dimensions of tea beverages offered by Hong Kong (HK)-style cafés, including taste value, price value, health value and emotional value, on tourists’ memorable experience (ME), satisfaction and revisit intention.

Using an online survey, this study collected 225 usable data from tourists who had experience in visiting HK-style cafés. Partial least squares–structural equation modelling was used to examine the importance of tourists’ value dimensions, including taste value, price value, health value and emotional value, on tourists’ ME, satisfaction and revisit intention.

The results revealed that taste value, price value, health value and emotional value are significant predictors of tourists’ ME in HK-style cafés, which in turn drive their satisfaction and revisit intention.

This study focusses on a single context: HK-style cafés. Future research may enhance the generalisability of the findings by replicating the model in other countries with diverse cultures.

Tourism marketers may strengthen tourists’ ME, satisfaction and revisit intention by promoting tea beverages as well as HK-style cafés. Tourism marketers are recommended to communicate taste value, price value, health value and emotional value of HK-style tea beverages, which in turn encourages tourists to learn about the features of tea beverages. Subsequently, it drives tourists’ ME and satisfaction, thereby strengthening their intention to revisit.

This study contributes to the tourism marketing literature by providing an understanding of the role of tea beverage value in driving tourists’ ME, satisfaction and revisit intention. By empirically testing a research model, this study confirms that specific consumption value elements of tea beverages, namely, taste value, price value, health value and emotional value, are critical drivers in driving tourists’ ME, satisfaction and revisit intention.

Based on the Oktoberfest context and memory-dominant logic (MDL), the purpose of the study included assessing drivers of the perceptions of experience uniqueness; if these drivers and experience uniqueness perceptions transformed in memorable experiences; and if memorable experiences translated into enhanced life satisfaction. Based on these relationships, a typology and theory extension is provided integrating practical examples.

A five-factor model was tested using exploratory structural equation modeling and structural equation modeling; the factors included food and beverage quality; connectedness; experience uniqueness; meaningfulness and memorability; and life satisfaction.

Guests connectedness impacted life satisfaction perceptions. Positive perceptions of the experience uniqueness resulted in higher memorability. Food and beverage quality impacted both memorability and life satisfaction. Higher memorability resulted in higher life satisfaction. Attendee nationality impacted the relationship among several of the study’s factors.

Progress was made on assessing the MDL concepts and translating them into quantitative values. Study results supported the impact of connectedness and product quality on perceptions of Oktoberfest experience uniqueness along with the impact of meaningfulness of the experience on life satisfaction perceptions. The authors acknowledged limitations because of one Oktoberfest beer tent focus and the weaknesses of survey methodology, limiting pre- and post-activity reporting and future investigation of moderating effects.

The consideration of higher order impacts (i.e. life satisfaction) is needed when delivering experiences and to entice loyalty and social media apostles. Consumers’ experience connectedness with high-quality perceptions and unique service design are likely to translate to memorable experiences, leading to life satisfaction perceptions. The concept of creating the experience “with” the customer appears to be a key aspect of memorability.

These results tested aspects of MDL and a typology emerged of ideal types as a modified MDL framework driven by two continua: transactional vs experiential quality and experiences designed “to” vs “with” customers.

The main aim of the present research is to investigate the tea and coffee experience of travellers around the world and clutch the dimensions of tea and coffee museum experience.

Travellers who had experienced tea and coffee museums were purposefully selected as a sample group for the study. As tea and coffee museums that are benefiting from user-generated content (UGC) are limited, a qualitative multiple case study method has been chosen to enrich more comments and obtain more data. For the data gathering, as a UGC platform, TripAdvisor was benefited.

According to an inductive content analysis of reviews, the model of dimensions of tea and coffee museum experience that consist of nine main categories revealed: educational experience, authentic experience, memorable experience, participatory experience, shopping experience, atmosphere, facilities, employees and tour guides and negative experiences (negative staff attitudes and skills, lack of foreign language explanations and cleanliness).

To the best of the authors’ knowledge, this study is the first to examine the tea and coffee museum experience of travellers around the world. It contributes to the gastronomy literature by providing the dimensions of the tea and coffee museum experience.

The primary purpose of the study is to investigate college students' dining expectations and define the factors that shape their dining choices. In addition, the study investigates whether gender, ethnic origin, prior food and beverage working experience, spending habits and dining frequency influence students' dining expectations.

A quantitative questionnaire was developed and randomly administered to college students all over Cyprus. With the utilization of both descriptive and inferential statistics the authors addressed a number of research questions that aim to clarify college students' dining behaviour.

The research reliably measured college students' dining expectations and dining decisions in the Cyprus specific environment. Overall cleanliness, employees' attitude and quality of menu items were the most important factors influencing college students' dining choices. Reliability and responsiveness were ranked as the top dining expectations of college students. In addition, of value to industry practitioners, a number of statistically significant differences were revealed based on gender, spending habits, dining frequency, and prior food and beverage working experience.

The authors suggest an agenda for future academic research that will further clarify the dining habits of college students.

The findings have a practical relevance to food and beverage marketers who wish to capture the attention of this significant market segment. The research recognised the market's potential, in addition of revealing major differences between college students in a number of dining‐related factors with specific marketing implications.

It is the first time that a scientific study has investigated college students' dining expectations in Cyprus. The results have practical implications for both academic scholars and food and beverage practitioners.

The learning outcomes are as follows: first, identify the characteristics of born-global SMEs, and how these characteristics facilitate their global expansion shortly after the company’s inception. Second, demonstrate that companies work with limited resources, typically and notably newly established companies, and that these resources should be allocated according to a carefully determined strategy. The resources focussed on in this case pertain to marketing. Third, examine entrepreneurial marketing and its various manifestations. An understanding of how this type of marketing is used by companies for international expansion is expected. Fourth, assess the role of digital marketing and how social media forms an important part of digital marketing. Particular attention is paid to the use of digital marketing, notably social media, in international expansion. Fifth, develop critical thinking skills with respect to strategic business decisions, such as whether to expand a business into foreign markets or to consolidate locally; and how best to penetrate foreign markets, given the nuances and complexities specific to these markets.

This teaching case is about The Duchess, a recently developed and launched virgin alcohol-free and sugar-free gin and tonic beverage. The adult soft drink was originally launched in South Africa, and just 18 months later became available in international markets (the UK and Belgium). The founders and protagonists of the case, Johannes le Roux and Inus Smuts, face the dilemmas of creating a competitive local brand while also looking to access new markets and internationalise as a born-global firm.

The target audience for this case comprises students enrolled in tertiary business education programmes who have already had some sort of work experience and hands-on exposure to real-world business. MBA and EMBA students, as well as those enrolled in post-graduate studies specific to marketing, international commerce and entrepreneurship, would be suitable candidates.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 8: Marketing

The purpose of this research is to investigate general managers' (GM) demographic characteristics and career paths in China's indigenous economy and budget hotels.

A questionnaire was chosen as the most appropriate means of obtaining information from 104 general managers in Guangdong Province, China.

The data from this study indicate that the majority of general managers are between ages of 31‐51, predominantly males with three‐year vocational college educations, and trained in either a hospitality/business‐related major or totally non‐business‐related major. The career paths of younger general managers show more similarities with their counterparts on the international market. However, some unique differences are identified. General managers in China have more years of non‐hotel experiences and pursue more diversified experiences. Experience in marketing and sales and human resources are considered particularly important in qualifying them for the GM position.

Non‐random sampling was used, and it only focused on GMs in one region of China.

The study shed some light on the demographic characteristics of GMs and the change of career paths over the past 20 years in China. The knowledge obtained from this study will help foreign hotels operating in China effectively select the right leaders and partners. Most importantly, the results will offer useful information to the Chinese hospitality industry as it expands its role in China.

While an updated career development research of hotel GMs is needed, the findings have an incremental contribution to the body of knowledge on career development and a better understanding of hotel GMs in China.

This study aims to investigate the impacts of Generation Z (Gen Z) domestic food tourists’ perceived restaurant innovativeness on destination cognitive food image and examine the impacts of destination cognitive food image on destination brand image and tourists’ revisit intention.

Data were collected through an online survey, and 337 Gen Z domestic food tourists in Guangzhou participated. Partial least squares structural equation modeling was used for the data analysis.

This study found that tourists’ perceptions of restaurant menu, technology-based service and experiential innovativeness played essential roles in enhancing destination cognitive food image. In addition, the destination cognitive food image strengthened the destination brand image and increased tourists’ revisit intentions for the future.

The destination cognitive food image perceived by Gen Z domestic food tourists is affected by the restaurant menu, technology-based service and experiential innovativeness. To build a solid destination food image, restaurant operators and decision-makers should prioritize the allocation of resources to develop their innovation capacity. This study also suggests a path of food tourism destination branding from stakeholders’ perspectives and encourages collaboration with stakeholders. Enhanced food tourism destination competitiveness toward the young tourists’ market will generate an overall win for stakeholders

Food providers’ innovativeness, an important factor attracting young tourists’ attention, has been neglected in the discussion of the food tourism experience. This study fills the research gap, investigates the importance of restaurant innovativeness in building food tourism destination competitiveness and provides valuable suggestions to destination restaurant operators and decision-makers.

The purpose of this paper is to assess whether or not electroencephalography (EEG) provides a valuable and substantial contribution to the prediction of consumer behaviour and their preferences during product consumption. In this study, the authors especially focus on individual preferences during a wine tasting experience.

A consumer neuroscience experiment was carried out with 26 participants that evaluated different red wines while their brain activity was recorded with EEG. A within-subjects design was employed and the experiment was carried out in two sessions. All participants took part in a blind taste session (no label session), in which information about the wine was not disclosed, and a normal taste session (label session), during which the bottle and its label were visible.

The findings suggest that EEG is a useful tool to study brain activity during product experience. EEG has high temporal resolution, low costs, small dimensions and superior manoeuvrability compared to other consumer neuroscience tools. However, it is noticed that there is a lack of solid theoretical background regarding brain areas (e.g. frontal cortex) and brain activity (e.g. brain waves) related to consumer preferences during product experience. This lack of knowledge causes several difficulties in replicating and validating the findings of other consumer neuroscience experiments for studying consumer behaviour.

The experiment presented in this paper is an exploratory study. It provides insights into the possible contribution of EEG data to the prediction of consumer behaviour during product experience.

This compact case provides a relatively large data set that students explore using visualization and a Tableau dynamic dashboard that they create. Students were asked to describe what the data set contained in relation to employee attrition experience of Baca Beverage Distributors (BBD). The application and managerial questions are set in human resources and a company that is facing high attrition during the pandemic.

BBD shared their data and problem scenario for this compact case. The protagonist, Morgan Matthews, was the authors’ contact and provided significant clarification and guidance about the data. Both the company and the protagonist have been disguised. Some of the job positions have been rephrased. All names of employees, supervisors and managers have been replaced with codes.

During the 2020–2022 pandemic years, BBD experienced, like many companies, a higher than usual employee turnover rate and Morgan Matthews, Director of People, was concerned. Not only was it time-consuming, expensive and disruptive but the company had prided itself on being a good place to work. Were they hiring the right people, people that fit the company culture and people that fit the positions for which they were hired? The company had been using the Predictive Index [1] when on-boarding employees. In addition, there were results from self-reviews and manager reviews that could be used. Morgan wondered if data visualization and visual analytics would be useful in describing their employees and whether it would reveal any opportunities to improve the turnover rate. Before seeking a solution for the high turnover, it was important to step back and learn what the data said about who was leaving and the reasons they gave for leaving.

This compact case can be used in courses that include visualization using Tableau and dashboards. As it is a compact case, it requires less preparation time from the students and less class time for discussion. The case is for students who have been recently introduced to business analytics, specifically visualization and data storytelling with Tableau. For this reason, significant guidance has been provided in the case assignment. The level of the case can be adjusted by the amount of guidance provided in the case assignment. Courses include introduction to business analytics, descriptive analytics and visualization, communication through data storytelling. The case can be used for all modalities – in person, hybrid, online. The authors use it here for visualization and dynamic dashboards but using the same data set and compact case description, exploratory data analysis could be assigned.

Supplementary material for this article can be found online.

This paper aims to investigate the specific tea tourism (TT) determinants. This paper uses the Porter’s Diamond model to critically examine how India and Sri Lanka gained a competitive advantage in the international market.

A cross-country study was conducted in which TT destinations in both India and Sri Lanka were considered for study. TT stakeholder perspectives were assessed through the Porter Diamond model, whereas data collection was based on a structured questionnaire that adopted the conceptual model (refer to the questionnaire as annex 1).

This study revealed that each determinant of Porter’s Diamond model (i.e. Factor Conditions – FC, Demand Conditions – DC, Related and Supporting Industry – RSI, Firm Strategy, Structure and Rivalry – SSR, Government – GO and Situational Force – SF) is playing a significant role in TT and India has an edge on Sri Lanka as a TT destination over each determinant of Porter Diamond model.

This study restricts its scope to the present TT stakeholders of India and Sri Lanka, comprising 6 latent variables and 31 indicators, offering opportunities for future research to tourists and local residents in TT using the same model variables, and indicators.

This study highlights the emerging TT destinations in India and Sri Lanka by sensitizing the competitiveness and comparativeness using Porter’s Diamond model through the partial least squares structural equation modeling.

This study reflects a unique way of exploring emerging TT destinations through Porter’s Diamond model, signifying the competitive advantage.

为了研究茶旅游的具体决定因素, 本文采用波特钻石模型批判性地检验印度和斯里兰卡如何在国际市场上获得竞争优势。

以印度和斯里兰卡作为茶旅游目的地进行的一项跨国研究。基于一项结构化问卷（附件1）进行数据收集, 并通过波特钻石模型评估茶旅游利益相关者的观点。

研究表明, 波特钻石模型的每个决定因素：因子条件（FC）、需求条件（DC）、相关和支持产业（RSI）、企业战略、结构和竞争（SSR）、政府（GO）和情境力量（SF）都在茶旅游中发挥着重要作用。作为茶旅游目的地, 印度比斯里兰卡在波特钻石模型的每个决定因素方面都更具有优势。

目前的研究范围仅限于印度和斯里兰卡目前的茶旅游利益相关者, 包括六个潜在变量和31个指标, 为未来研究茶旅游中游客和当地居民的未来研究使用相同的模型变量和指标提供了可能。

本研究使用波特钻石模型和PLS-SEM模型来突出印度和斯里兰卡作为新兴茶旅游目的地的竞争力和可比性。

这项研究展现了一种通过波特钻石模型来探索新兴茶旅游目的地的独特方法, 表明了它的竞争优势。

Para investigar los determinantes específicos del turismo del té, el documento actual emplea el modelo del Diamante de Porter, examinando de forma crítica, cómo India y Sri Lanka obtuvieron una ventaja competitiva en el mercado internacional.

Este estudio se llevó a cabo en dos destinos turísticos del té como India y Sri Lanka. Las perspectivas de las partes interesadas en el turismo del té se evaluaron a través del modelo del Diamante de Porter, mientras que la recopilación de datos se basó en un cuestionario estructurado, adaptado del modelo conceptual (consulte el cuestionario como anexo 1).

El estudio reveló que cada determinante del modelo del Diamante de Porter; Las condiciones de los factores (FC), las condiciones de la demanda (DC), la industria relacionada y de apoyo (RSI), la estrategia, la estructura y la rivalidad de la empresa (SSR), el gobierno (GO) y la fuerza situacional (SF) están desempeñando un papel importante en el turismo del té e India tiene una ventaja sobre Sri Lanka como destino de turismo de té sobre cada determinante del modelo de Porter.

El estudio actual restringe su alcance a las partes interesadas en el turismo del té de la India y Sri Lanka, que comprende seis variables latentes y 31 indicadores, ofreciendo oportunidades para futuras investigaciones a los turistas y residentes locales en el turismo del té utilizando las mismas variables e indicadores del modelo.

El presente estudio destaca los destinos emergentes del turismo del té en India y Sri Lanka, sensibilizando la competitividad y la comparabilidad, utilizando el modelo del diamante de Porter y el modelo PLS-SEM.

Este estudio refleja una forma única de explorar los destinos emergentes del turismo del té a través del modelo de diamante de Porter, lo que significa la ventaja competitiva.