Key tea beverage values driving tourists’ memorable experiences: an empirical study in Hong Kong-style café memorable experience

Purpose Using consumption value theory, this study aims to examine the impact of tourists’ perceived dimensions tea beverages offered by Hong Kong (HK)-style cafés, including taste value, price health and emotional on memorable experience (ME), satisfaction revisit intention. Design/methodology/approach an online survey, collected 225 usable data from tourists who had in visiting HK-style cafés. Partial least squares–structural equation modelling was used importance dimensions, ME, Findings The results revealed that are significant predictors ME which turn drive their Research limitations/implications This focusses a single context: Future research may enhance generalisability findings replicating model other countries with diverse cultures. Practical implications Tourism marketers strengthen intention promoting as well recommended communicate beverages, encourages learn about features beverages. Subsequently, it drives satisfaction, thereby strengthening revisit. Originality/value contributes tourism marketing literature providing understanding role beverage driving By empirically testing model, confirms specific elements namely, critical drivers