Changes In Gen Z Travel Preferences In Filling Leisure Time At Coffee Shop, Jabarano Coffee Dago
Abstract
Generation Z's travel preferences are changing with an increasing interest in coffee shops as a place to sped leisure time. Coffee shops are no longer just a place to enjoy a drink, but have become a social space and part of the lifestyle. This study aims to understand the factors that influence the changes in generation Z's preferences in filling leisure time at coffee shops by using a descriptive qualitative method and a case study approach. The results show that this preference change is influenced by trends in social media, available facilities, popularity, strategic location, comfortable atmosphere, and interactive services. In addition, this demographic tends to choose productive activities that enhance their mental and emotional well-being. Young people adapt their needs and lifestyles to activities that provide a relaxing, entertaining, and pressure-free impression as part of their leisure time at coffee shops. The findings highlight the importance for the coffee shop industry to continue adapting to generation Z travel preferences to stay relevant and meet market demands.
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DOI: 10.33751/jhss.v9i1.11790
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