Viennese coffee houses and their associated culture were put on UNESCO’s list of intangible cultural heritage in 2011. Legend has it that coffee was first brought to Austria by the Turkish army some 340 years ago.
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February 24, 2021
By Sara Zaske, WSU News
RICHLAND, Wash. – No one went to Oktoberfest in 2020, but chances are those who attended in the past are still thinking about it.
In a case study of the famous German beer festival, researchers tested the theory that events which create memorable experiences can increase life-satisfaction. This deep connection with customers has big benefits for associated businesses, according to Robert Harrington, lead author of the study recently published online in the International Journal of Contemporary Hospitality Management.
“If you can do something that transforms people even a little bit, it can have a huge impact on the success of your company and your brand,” said Harrington, professor and director of the School of Hospitality Management at Washington State University Carson College of Business. “The more customers are delighted, the more likely they are to be return customers. They are also more likely to give positive recommendati