Open AccessFOOD TOURISM MOTIVATION AND CUSTOMER SATISFACTION ON HIPSTER CAFÉ IN JOHOR BAHRU, MALAYSIA
Author(s) -
Mohd. Saleh,
Norhazliza Abd Halim,
An-Nisa’ Mohd Farid
Publication year - 2021
Publication title -
journal of tourism, hospitality and environment management
Language(s) - English
Resource type - Journals
ISSN - 0128-178X
DOI - 10.35631/jthem.626013
Subject(s) - tourism , marketing , business , food industry , advertising , food science , political science , chemistry , law
Hipster Café has developed in accordance with the hipster ideology of the food and beverage industry. Hipster, according to Greif (2016), refers to "rebel consumers" who describe their lifestyle and purchases in ways that vary from the standard. Interrelated with this was the introduction of the hipster concept into the food industry. Food tourism motivation plays an important factor in keeping hipster cafés competitive in the foodservice industry. As a result, this study aims to find out what young people think about the food tourism motivations and customer satisfaction of Hipster Café, as they have been recognized as regular visitors.