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  • 學位論文

主題餐廳經營思維之敘說探究─以「體驗」觀點探討

A Narrative Inquiry on Business Thinking of Theme Restaurant : the Perspective of Experience

指導教授 : 蔡璞
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摘要


隨著體驗時代的來臨,餐飲業亦逐漸興起主題餐廳的風潮;國人生活水平提升與消費型態改變,消費者更加注重用餐的過程與體驗。然而在競爭的餐飲環境中,業者給予的體驗為何?什麼是主題餐廳經營長久之計?即成為本研究探討課題。 故此,本研究依據體驗行銷理論,採用質性研究方法的敘說探究進行深度訪談與資料蒐集,以立意抽樣方式選擇六間主題餐廳作為研究對象;藉由業者的敘說經驗,探討主題餐廳體驗策略之應用及其經營之道。研究結果發現,這六位業者的創業動機源自一份夢想與信念,對他們而言是「追求自我」的表現。在體驗方面,業者以善用主題相關元素及情境環境的氛圍塑造來凸顯主題;在感官體驗方面,多重於視覺與味覺,以刺激顧客感受;情感體驗以「身歷其境」的方式,促使與顧客深刻的連結;思考體驗則透過環境、物品、事件「誘發」顧客思考及想像;行動體驗則以「趣味性」的方式與顧客互動;關聯體驗則表現出主題餐廳的深層意涵。 綜合研究結果歸納之結論如下:(1)「追求自我」的創業動機是主題餐廳價值的第一步;(2)主題的選用勿過於追求新奇怪異;(3)主題特色與環境氛圍的塑造係為顧客回流關鍵之一;(4)體驗對於主題餐廳的意義係以透過體驗的創造與刺激,讓顧客對主題餐廳留下深刻印象;(5)主題餐廳的經營模式仍以餐點、品質、服務為核心,體驗為輔,加乘主題餐廳的價值;(6)「做自己」的經營方式;(7)旅遊點是主題餐廳的新定位;(8)運用主題特色創造新收益模式;(9)正面積極的經營態度。

並列摘要


Today’s consumers tend to prioritize “personal experience” above everything else. This accounts for growing trend of theme restaurants throughout Taiwan in recent years. This trend prompts two important questions: (1)What kind of “experience” is offered by restaurants under the fierce competition of the catering industry? (2)What are keys to business sustainability of a theme restaurant? Using experimental marketing theory, the author selected six theme restaurants by purposive sampling and used in-depth interviews and material gathering in an attempt to determine the strategies adopted by restaurant owners to improve consumer experience in theme restaurants. Research results show that all the surveyed participants were strongly motivated to see their restaurants succeed. They tend to choose design elements pertaining to the theme and create a certain atmosphere as a way to attract customers. Specifically, they stress vision and taste to enhance customers’ sensual experiences, try to elicit emotive responses from and build a connection with customers via immersion experiences, arrange the external environment to trigger consumers’ imaginations, continually offer novel activities to engage customers, and disclose the deeper meaning of their selected theme. Thus the current paper draws the following conclusions: (1) With “pursuit of self ” as the motive of business startup, this is the first step for creating the value of theme restaurant. (2) The choice of theme should not be overly novel or strange. (3) Creation of thematic characteristics and environmental atmosphere is one of the keys to return of customers. (4) To theme restaurants, experience is meant by deeper impression and a sense of identity. (5) With food, quality and service as the cores, theme restaurants are value-added by the experience of customers. (6) Adopt “be-yourself” business operation way. (7) Hotspots are an advantage in a theme restaurant. (8) The features of the theme must be maximized to create a new income model. (9) A positive attitude is an invaluable resource in business operations.

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