The effect of visual marketing on customer attention and revisit intentions at coffee shops in popular tourist destinations in Vietnam

Abstract

Visual marketing encompasses elements that affect how customers perceive visuals and influence their behavior. It significantly enhances customer experience, particularly in visually-driven sectors like tourism. However, there has not been much research on the impact of visual elements on customer behavior at tourist destinations, so this research was conducted to examine the impact of visual marketing on the revisit intentions of customers in coffee shops located in popular tourist destinations across Vietnam. A survey was conducted using popular social media platforms in Vietnam to collect the data of 455 participants during the second half of 2024. The findings suggest that visual marketing elements, such as layout, color, and interior design, significantly and strongly impact customers’ attention located in a coffee shop at a tourist destination, these elements positively influence customers’ intentions to revisit the coffee shop, albeit to a lesser degree. While location does not affect the relationship between visual marketing and customer attention, it plays a significant role in moderating the impact of visual marketing on customers’ intentions to return. The study offered potential solutions to improve visual marketing strategies for coffee shops located in popular tourist destinations, ensuring their continued success in Vietnam’s rapidly changing tourism industry. Future research directions include examining how the popularity of destinations and the online image management of tourism sites impact visual marketing.