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Explore the role of traditional cafés in Lisbon and botequins in Rio de Janeiro in the history and culture of their respective cities, based on an analysis of the comments published on TripAdvisor.

Using a mixed methodology, 7,430 evaluations were analyzed, of which 5,473 were for Portuguese cafés and 1,957 for Brazilian botequins. A content analysis and statistical treatment were carried out. A line-by-line analysis was also conducted to code the emotions reported in the customer reviews.

The analysis categorized the comments into Gastronomy, Nostalgia, History and Heritage, and Quality of Service. Nostalgia garnered the highest percentage of positive comments for both Portuguese cafés and Brazilian botequins. These results emphasize the importance attached to sentimental connections and historical narratives, particularly those associated with notable individuals who frequented these places. Furthermore, no statistically significant differences were identified according to the type of establishment, which suggests a consistent pattern between cafés and traditional botequins.

Draws attention to the importance of a collaborative partnership between restaurant owners and tourism authorities. This strategic alliance not only serves to raise the cultural profile of cities, but also generates substantial economic benefits. It also ensures the lasting legacy of these historic establishments, celebrating the past, enriching the present and safeguarding the future.

Studying the cafés of Lisbon and the botequins of Brazil is important not only for understanding the history and culture of these countries but also for analyzing issues related to socialization, identity, artistic expression and urban transformations.

An interview was conducted with the general manager and semi-structured interviews with Likert scale to the main clients, collaborators and suppliers to establish the key competencies of the firm. Secondary information was collected through the organization’s historical and strategic documents.

At the end of the case study, students will be able to learn international marketing, innovation, strategic management, international business strategy; analyze the brand equity construct through the associative neural network model for decision-making; determine the internationalization strategy using the dual pressures model and sources of competitive advantage for international marketing management; and propose the innovation of a product by applying creativity techniques or innovation models to enter international markets.

Café Galavis is a family business leader in the production and commercialization of roasted and ground coffee for 103 years in Colombia. The new chief executive officer recovered the financial stability during his management during the period from 2015 to 2019, implementing internationalization processes. However, the sanitary crisis caused by the COVID-19 pandemic in 2020 in Colombia, generated an economic recession, which led to a decrease in coffee consumption. How to innovate in the development of a product or service in times of pandemic? What internationalization strategy implement? These are the challenges that the new management and its collaborators will confront.

The teaching case is aimed at students of postgraduate academic programs in areas Management or MBA. In the modules of Marketing the case allows the orientation of the concepts of brand equity or branding. Likewise, in the modules of International Management, the definition of the internationalization strategy through the analysis of dual pressures and sources of competitive advantage. Finally, in the modules of Innovation different methodologies or techniques for innovation can be applied such as: SCAMPER, Design thinking or the Stage Gate Model.

Teaching notes are available for educators only.

CSS 5: International Business

The current study aims to develop a comprehensive model of cocreation and immersion/engagement for café brands as well as their antecedent and consequences in a café brand context. Inherently involving highly socially involving consumption settings, cafés are particularly conducive to brand cocreation.

The current study tested a model of these relationships by analyzing data from customers of a local café and those of a global café, Starbucks, situated in the same town, Karakoy, in Istanbul, Turkey. Data from 241 respondents were analyzed using partial least squares structural equation modeling (PLS-SEM) to test the model of the study.

Results show that sense of brand community is a powerful predictor of cocreation and brand immersion, which are also important antecedents of attitude toward a brand including, cognitive, affective and conative dimensions. Results also revealed slight differences between the local and global brands in terms of brand cocreation's influence on brand trust and loyalty.

The study is conducted with a limited number of customers of two cafés in a city in Turkey. Future research with the customers from other locations of these cafés, especially the multinational customers of the international café brand is needed to retest the model for its validity.

The significant differences between ratings of local and global café brands are positive news for local and traditional cafés that are losing considerable market share to their global competitors. Strategic cocreation implementations can be used to instill special and robust relationships with consumers.

The study provides evidence that in highly socially dynamic brand contexts, such as café brands, brand community is a critical predictor of cocreation and brand immersion, which then affect attitude toward a brand with cognitive, affective and conative dimensions, reflected in brand trust, brand love, satisfaction with the brand, brand commitment and brand loyalty.

This paper aims to shed light on adaptive reuse in traditional architecture (TA) in Erbil, Iraq.

An inductive approach and qualitative method were used in this study. The inductive research approach was used because there was no clear image of adaptive reuse in traditional cafés (TCs) in Erbil. Besides, there are no studies of TCs in Erbil particularly. Thus, there is a lack of knowledge about what adaptations took place in TCs in Erbil. The qualitative method extracted themes and issues from case studies of four TCs in Erbil citadel's buffer zone. This included a physical survey and observation of the TCs in Erbil and 18 semi-structured interviews with the owners, servers and visitors.

The analysis shows the flexibility of the TCs in Erbil as a face of adaptive re-use (AR) which is explained through the capacity linked to space modifications, the addition of modern devices, the function linked to space modifications, service addition, the condition linked to space modifications and the addition of modern devices. Also, TCs in Erbil has a spatial identity and architectural value that proves it is worthy enough to be preserved through unique spirituality linked to preserving the place.

The findings are limited to the cases of TCs in mountain regain and may not be applicable or appropriate to other cafés in other different countries.

There are three aspects of authenticity in the current research. Firstly, the TCs in Erbil have not been studied before. Secondly, TCs that have been discovered have made AR of themselves whilst maintaining their original function-serving beverages, to stimulate creativity. Thirdly, most of the studies of AR have dealt with historical and heritage architecture, whilst the current research paper is dealing with TA.

The purpose of this paper is to analyze the latest phenomenon emerging from rural towns and villages, where a surge in traditional cafes and restaurants has spurred a new trend in sustainable tourism development. This phenomenon is linked to local efforts to mitigate the socio-economic impact of the COVID-19 pandemic and the series of lockdowns that accompanied it. This paper focuses on two critical lines of inquiry: (1) Where did the idea stem from? and (2) How has it developed to the extent that it now constitutes one of the few primary sources of income for underdeveloped communities?

Exploratory research was conducted in rural and urban areas where tourism is still developing. In depth, semi-structured interviews were conducted with a sample consisting of ten owners of rural and traditional cafes who consented to their participation in the study.

Emerging trends such as rural and traditional cafes and restaurants can be a stable source of income for underserved communities in uncertain times. Local entrepreneurs often play a critical role in the development of sustainable rural tourism efforts as they have a better understanding of the needs of their own local community. Furthermore, their projects typically carry higher levels of authenticity and innovation with a greater ability to attract both local and international travelers.

Taking into consideration the exploratory nature of this study, a small convenience sample was used.

This study highlights the importance of innovation in the tourism industry during precarious times, the most recent example of which was the global COVID-19 pandemic. This paper suggests that the industry can rely on new emerging trends to mitigate the loss of revenue from previous sources of tourism. Furthermore, the study showcases the importance of domestic tourism trends and how it can lead to an expansion in international tourism resources.

The purpose of this study is to share the experience of delivering a culturally responsive teaching program, the R.E.F.O.R.M. Café, at a historically Black college and university. The R.E.F.O.R.M. Café provided an opportunity for undergraduate students to participate in dialogue that reinforces the need for social justice in preserving Black lives. Before participating in the R.E.F.O.R.M. Café, lectures using a critical perspective to connect health to the history of the modern-day civil rights movement were conducted.

Using the World Café as a model, a qualitative methodology was used to implement the R.E.F.O.R.M. Café as part of community health education course curriculum to address health disparities plaguing Black communities. The breakout room function in Zoom was used to substitute for the tables used in traditional World Cafés because of COVID-19 restrictions, which allowed for small, focus-group-like dialogues to occur.

The R.E.F.O.R.M. Café challenged students to consider the power and opportunity for individuals on the front line to contest racial disparities. Students indicated the R.E.F.O.R.M. Café reinforced the importance of meaningful conversations, the connection to confronting health disparities and the effectiveness of program design and implementation to engage in dialogue around issues of race and equity. Students indicated the importance of hearing the perspective of peers when considering their personal identities as change agents.

This paper contributes to the literature that extends the body of knowledge related to implementing culturally responsive teaching programs at a historically Black college and university. Studies currently available related to implementing culturally responsive teaching programs among undergraduate students do not focus specifically on Black, Indigenous, and People of Color.

The paper aims to identify the causes of the decline of French cafés and highlight some of the solutions which have been implemented to save this symbol of French identity.

The paper uses secondary French sources, mainly from the press and professional organisations.

Cafés (or bars), once symbols of French lifestyle and identity, have experienced a sharp decline in numbers over the past decades. Legislation, including a smoking ban and more stringent drink‐driving enforcement, has been blamed. However, social and cultural factors have helped to change the French lifestyle, and it is possible that many bar owners did not adapt with sufficient speed to the new consumer demand.

The work is primarily limited to a literature review. More theoretical and empirical research is needed to further analyse the developments to which the profession has had to adapt, and the changes the latter will bring to the sector as a whole.

The paper provides an examination of the current position of the French cafés and the need of owners to be aware of current trends and to adapt to these.

Despite the increasing recognition of coffee tourism, there is limited research on the influence of memorable tourism experiences (MTEs) on coffee tourist behaviours. This investigation attempted to fill the gap in extending the MTE model by integrating travel motivations and expectation–confirmation theory (ECT).

A mixed-method approach was employed. A survey questionnaire containing closed- and open-ended questions was used to obtain quantitative and qualitative information. Interviews with coffee shop owners were also conducted to obtain greater insight.

Both the quantitative and qualitative findings confirmed that coffee tourists’ revisit and word-of-mouth intentions were strongly influenced by satisfaction and MTEs, which were predicted by confirmation of expectations (CoEs) and travel motivations.

The findings confirmed that travel motivation is one of the most important precursors of MTEs. CoE was also determined to be a precursor of MTEs. MTEs had positive influences on satisfaction, word of mouth (WoM) and revisit intentions.

The results offer insights by identifying vital factors linked to coffee tourist experiences and satisfaction, which will aid practitioners developing better marketing strategies.

The memorable tourism experience scale has rarely been applied in food tourism and particularly in relation to coffee consumption. Moreover, this research is unique in investigating the relationships among motivations, CoE, MTEs, satisfaction and WoM and revisit intentions.

This chapter explores the concept of authenticity in the context of today’s highly competitive hospitality industry. Drawing on the multi-sited ethnographic case study of Ziferblat, the world’s first pay-per-minute cafe franchise, the author examines how the imperative of authenticity is addressed by small international enterprises falling in between the categories of chain and independent. By tracing how Ziferblat’s original concept, shaped by the personal and socioeconomic background of its founder, was subsequently transformed by the local teams and adapted to different cultural-geographical contexts, this chapter adds new empirical evidence to the dynamic and pluralistic notion of multiple authenticities.

This paper aims to examine the third-place phenomenon, within a fashion context, through the theoretical lens of servicescape and experiential retailing. It identifies third places’ typologies, evolution and adoption and explores the opportunities third places offer to retailers when attempting to connect better with consumers.

Taking a qualitative approach, research was conducted using secondary data sources, observation of 98 retail stores and the shopping-with-consumers technique with 42 informants. Manual thematic analysis and magnitude coding was conducted.

Third-place fashion practices are prevalent and growing. Their predominant functions include sociability, experiential, restorative and commercial. Variances inherent in third places are expounded and a third-place-dimensions model is proposed.

Due to the chosen research approach, the results are limited in terms of generalizability to other settings. Several research directions are elucidated, including exploration of fashion third places on consumers’ place attachment within specific sectors; the impact of differing age, gender and geographies on third place meaning; virtual and hybrid forms; retailer motivations; and third-place alliances.

The preliminary study serves to support managers to understand how consumers perceive and experience the fashion third place and the potential of the third place to enhance consumer engagement.

The research makes a valuable contribution to the dearth of extant literature on third place within the fashion field. It offers a new theoretical perspective on form, function and benefits of third places as a conduit of social-, experiential-, and commercial-experience consumption.