Emerging nature café: Boosting customer quality of life, emotional well-being, and positive approach behavior

Abstract

This study aims to explore the impact of nature-based cafes on customer satisfaction, emotional well-being, and consumer behavior. With an increasing preference for green spaces in daily life, the research examines how natural elements within cafes enhance psychological well-being, address stress, and influence consumer behavior, contributing valuable insights to the hospitality and tourism sectors. A mixed-methods approach was employed, combining big data analysis of over 150,000 customer reviews from nature cafes in Korea and survey method. The qualitative analysis provides unbiased insights into consumer preferences, while the quantitative survey enables an in-depth examination of customer satisfaction and well-being through structural equation modeling. Results reveal significant relationships between nature-based environments and enhanced consumer well-being, satisfaction, and behavioral intentions. Notably, female customers demonstrate a higher revisit intention, while younger consumers (under 35) show greater engagement with electronic word-of-mouth (E-WOM). These findings support the role of nature cafes in elevating quality of life and highlight demographic differences in consumer engagement. This study uniquely employs big data as a qualitative research tool alongside a quantitative survey to examine customer experiences in nature-based cafes. By analyzing review data from highly rated cafes, this research identifies key attributes contributing to customer satisfaction and well-being. These insights provide valuable implications for the growth of nature cafes as community spaces within the tourism industry, showcasing the role of such cafes in enhancing customer well-being and supporting the expansion of this emerging industry.