The primary objective of this study is to examine how slow food tourism contributes to the intricate process of co-creating transformative value among speciality coffee tourists in Ho Chi Minh City, Vietnam. This study explores service-dominant logic which focuses on value co-creation through consumption and transformative learning theory, which involves disorienting dilemmas and critical reflections. It examined tourist engagement with third-wave cafés, baristas, origin narratives, sensory experiences and local coffee culture.
This study employs interpretivist epistemology, adopting a netnographic approach combined with participant observations and interviews to examine how existential authenticity, place and slow food tourism sensibilities influence meaning-making processes and behavioural changes.
This study created a conceptual framework for transformative travel experiences (TTEs) in co-created speciality coffee experiences, outlining the transformational learning process and perceived outcomes for tourists. This study condenses Mezirow’s ten-step model into six key dimensions: disorienting dilemma, self-examination, personalisation, co-creation, transformation and reintegration. Emphasising mindfulness and intentional living, the findings provide insights into enhancing practices in slow food tourism and developing new opportunities for TTEs.
This study highlights how slow food tourism fosters mindful consumption, bolsters local service ecosystems and promotes discussions on transformative services and the creation of experiential value.
