@article{ART001388709},
author={Bae, Ju-Won and Shin, Seo-Young and 남궁영},
title={Cafe Customers' Desired Value: An Application of ZMET Technique},
journal={Journal of Tourism Sciences},
issn={1226-0533},
year={2009},
volume={33},
number={5},
pages={297-316}
TY - JOUR
AU - Bae, Ju-Won
AU - Shin, Seo-Young
AU - 남궁영
TI - Cafe Customers' Desired Value: An Application of ZMET Technique
JO - Journal of Tourism Sciences
PY - 2009
VL - 33
IS - 5
PB - The Tourism Sciences Society Of Korea
SP - 297
EP - 316
SN - 1226-0533
AB - This study aimed to reveal the values hidden in the unconscious of cafe customers' by utilizing the ZMET technique. Following the ZMET technique procedure, a 10 step conversation was executed to extrapolate the hidden desired values of 15 frequent cafe users. The most important values derived from the ZMET technique were ‘comfort’, ‘being one with nature’, ‘ostenta- tiousness’, ‘leisureliness’, and ‘just for myself’. In particular, a hidden value of ‘ostentatiousness’, appeared through the ZMET technique. It was also found that many respondents pursued the feeling of being together with nature in a cafe. The results of this study provide a deeper understanding of how cafe customers view different attributes of a cafe. These findings could enable cafe operators to develop marketing strategies to attract more customers.
KW - ZMET;Cafe;Customers' desired value
DO -
UR -
ER -
Bae, Ju-Won, Shin, Seo-Young and 남궁영. (2009). Cafe Customers' Desired Value: An Application of ZMET Technique. Journal of Tourism Sciences, 33(5), 297-316.
Bae, Ju-Won, Shin, Seo-Young and 남궁영. 2009, "Cafe Customers' Desired Value: An Application of ZMET Technique", Journal of Tourism Sciences, vol.33, no.5 pp.297-316.
Bae, Ju-Won, Shin, Seo-Young, 남궁영 "Cafe Customers' Desired Value: An Application of ZMET Technique" Journal of Tourism Sciences 33.5 pp.297-316 (2009) : 297.
Bae, Ju-Won, Shin, Seo-Young, 남궁영. Cafe Customers' Desired Value: An Application of ZMET Technique. 2009; 33(5), 297-316.
Bae, Ju-Won, Shin, Seo-Young and 남궁영. "Cafe Customers' Desired Value: An Application of ZMET Technique" Journal of Tourism Sciences 33, no.5 (2009) : 297-316.
Bae, Ju-Won; Shin, Seo-Young; 남궁영. Cafe Customers' Desired Value: An Application of ZMET Technique. Journal of Tourism Sciences, 33(5), 297-316.
Bae, Ju-Won; Shin, Seo-Young; 남궁영. Cafe Customers' Desired Value: An Application of ZMET Technique. Journal of Tourism Sciences. 2009; 33(5) 297-316.
Bae, Ju-Won, Shin, Seo-Young, 남궁영. Cafe Customers' Desired Value: An Application of ZMET Technique. 2009; 33(5), 297-316.
Bae, Ju-Won, Shin, Seo-Young and 남궁영. "Cafe Customers' Desired Value: An Application of ZMET Technique" Journal of Tourism Sciences 33, no.5 (2009) : 297-316.
