The Role of 4E Marketing Model - Experience, Everywhere, Evangelism, and Exchange - in Determining Café Experience Among Generation Z Tourists

Abstract

This research explores the impact of the 4E marketing model- Experience, Everywhere, Evangelism, and Exchange - on Generation Z tourists' decisions to visit cafés in Bangkok. This study seeks to understand how the 4E factors influence their decision-making process in the context of café visits, providing valuable insights for businesses seeking to engage this influential group. A sample of 400 Generation Z tourists, aged 18-27, who had previously visited cafés in Bangkok, participated in the study. The research exploited a structured questionnaire to gather data on how these four factors affect their choices.  The findings indicate that the "Experience" factor, particularly the appeal of Instagram-worthy settings and high-quality service, had the most significant influence on Generation Z's café selection. "Everywhere," which highlights the importance of both convenient physical locations and a robust online presence, also played a key role in their decision-making. "Evangelism," fueled by peer recommendations and social media reviews, further shaped their café preferences. Additionally, the "Exchange" factor, related to value-for-money, was crucial, as Generation Z showed a clear preference for loyalty programs and exclusive offers. The study concludes that café operators aiming to attract Generation Z should prioritize creating unique and memorable experiences, improving digital accessibility, leveraging social proof, and offering clear value for money. These insights provide practical strategies for businesses seeking to engage and retain Generation Z tourists in a competitive café market.