親子餐廳經營動機與關鍵成功因素之探討

近年來親子餐廳結合多元的親子活動場域以及專為兒童設計的餐點，廣受學齡前孩童的家長及照顧者歡迎。本研究採用半結構式訪談法，以商業殷勤款待模式為理論基礎，探討親子餐廳業者經營動機以及親子餐廳關鍵成功之因素。本研究共訪談10位親子餐廳業者，研究結果顯示業者經營親子餐廳的動機主要是提供給自己的孩子一個安全舒適的用餐環境，而親子市場的商機也是另一個被提及的經營動機。在關鍵成功因素部分，具感官刺激的空間與安全環境、員工具友善同理的特質與多元知能、多元化且健康的餐食選擇、互動性與多樣性之親子活動體驗以及精準行銷通路與活動規劃為餐廳的成功關鍵因素。因此親子餐廳業者應重視空間設備的規劃特色、加強餐廳安全衛生、提供多元且營養健康的餐食、給予員工專業訓練、規劃特色活動體驗以及保持創新行銷策略以利吸引家長與孩童前往消費。

關鍵字

親子餐廳；關鍵成功因素；商業殷勤款待模式；經營動機

並列摘要

In recent years, the parent-child restaurant, combined with a diverse field of parent-child activities and meals designed for children, has been popular with parents and preschool children. The purpose of this study was to explore the motivation of running a parent-child restaurant and to explore the critical success factors of parent-child restaurants. A qualitative research method based on the commercial hospitality model was used in this study. Based on the in-depth interviews with 10 parent-child restaurant operators, the results showed that the motivation of running parent-child restaurants are building a quality dining environment for their own children as well as the potential of the parent-child restaurant market. As for the critical success factors of the parent-child restaurants, sensory stimulation (space environment equipment and safety and hygiene), personality traits and knowledge skills of restaurant staff, nutritional and diverse meals, activities designed by the restaurants, and marketing tools incorporated are key to the success of the parent-child restaurants. Therefore, parent-child restaurant operators should pay attention to the playground design, usage of space, and provide diverse and nutritious meals, offer professional training to employees, plan special activities, and maintain innovative marketing strategies to attract parents and children to the consumer.

並列關鍵字

parent-child restaurants ； critical success factors ； commercial hospitality model ； motivation

國際替代計量

親子餐廳經營動機與關鍵成功因素之探討

全文下載

主題瀏覽