Factors Affecting Guests' Experience in The Bar Industry: A Case Study at PLUGS Saigon

Abstract

In recent years, the bar industry in Vietnam has been thriving, offering a blend of traditional and modern influences. Bars have become an integral part of the country's vibrant nightlife scene, attracting both locals and tourists. Ho Chi Minh City has witnessed a surge in bar openings, reflecting the growing demand for unique and enjoyable experiences. The city offers a range of bar concepts, from trendy rooftop bars with panoramic views to hidden speakeasies that provide an immersive atmosphere. The bar industry in Vietnam has experienced notable growth, aligning with the country's economic development and the increasing number of international visitors. Understanding that researching the experience that guests have had with this type of service is a topic that researchers are interested in. Nevertheless, there have not been many in-depth studies on guests’ experiences in the bar industry in Vietnam, especially models to show the impact of Staff Performance, Ambient Conditions, Product Quality, and Technology Applications on guests’ experiences. For these reasons, the research topic "Factors Affecting Guests’ Experience in the Bar Industry: A Case Study at PLUGS Saigon" will contribute to evaluating and clarifying the factors that affect the experience of guests when using bar services. As a result, every piece of advice and suggestion will be considered and applied to enhance the experience