A transformative value co-creation framework: slow food tourism through speciality coffee

Purpose The primary objective of this study is to examine how slow food tourism contributes to the intricate process of co-creating transformative value among speciality coffee tourists in Ho Chi Minh City, Vietnam. This study explores service-dominant logic which focuses on value co-creation through consumption and transformative learning theory, which involves disorienting dilemmas and critical reflections. It examined tourist engagement with third-wave cafés, baristas, origin narratives, sensory experiences and local coffee culture. Design/methodology/approach This study employs interpretivist epistemology, adopting a netnographic approach combined with participant observations and interviews to examine how existential authenticity, place and slow food tourism sensibilities influence meaning-making processes and behavioural changes. Findings This study created a conceptual framework for transformative travel experiences (TTEs) in co-created speciality coffee experiences, outlining the transformational learning process and perceived outcomes for tourists. This study condenses Mezirow’s ten-step model into six key dimensions: disorienting dilemma, self-examination, personalisation, co-creation, transformation and reintegration. Emphasising mindfulness and intentional living, the findings provide insights into enhancing practices in slow food tourism and developing new opportunities for TTEs. Originality/value This study highlights how slow food tourism fosters mindful consumption, bolsters local service ecosystems and promotes discussions on transformative services and the creation of experiential value.