Abstract
This study investigated how indoor and outdoor environments in Nature Cafes, serving as nature-based solutions (NBS), influence customer approach behavior using the SOR model and a mixed-method approach. Analyzing 5,456 reviews, the study identified key indoor and outdoor variables. Results revealed that green spaces within cafes and outdoor natural environments as NBS were associated with improved self-rated mental health and connectedness. The study used fsQCA analysis to determine an optimized factor combination, highlighting the moderating role of product knowledge. The findings offer a valuable framework for maximizing NBS in approach behavior, particularly in the natural cafe setting.
| Original language | English |
|---|---|
| Pages (from-to) | 743-759 |
| Number of pages | 17 |
| Journal | Journal of Travel and Tourism Marketing |
| Volume | 41 |
| Issue number | 5 |
| DOIs | |
| Publication status | Published - 2 Apr 2024 |
Keywords
- approach behavior
- big data analysis
- connectedness to nature
- FsQCA
- hospitality management
- Nature café
- nature-based solution (NBS)
- self-rated mental health
- SOR model
- sustainability
ASJC Scopus subject areas
- Tourism, Leisure and Hospitality Management
- Marketing