大台北地區原住民餐廳經營管理與顧客消費行為之研究

A Study of Management and Consumer Behavior of the Aboriginal Restaurants in Taipei Area

林嘉慧(Chia-Hui Lin) ； 陳建中(Chien-Chung Chen)

《餐飲管理學術研討會論文集》 第八屆 (2003/12) Pp. 121-144

https://doi.org/10.6640/TSFBM.2003.08.07

摘要

台灣的原住民飲食文化豐富並且深具特色，若能將原住民飲食文化與餐廳的經營相結合，將使得原住民傳統飲食文化受到保存與發揚。本研究乃以大台北地區原住民餐廳的經營業者與用餐顧客為研究對象進行研究調查，藉以瞭解原住民餐廳業者的經營管理現況及顧客在原住民餐廳的用餐消費行為。結果顯示，原住民餐廳的經營理念，可以歸納成「分享原住民風味料理J、「增進族群間文化交流」、以及「提供原住民就業空間」等三種類型。目前原住民餐廳的主要客源是非原住民、年青、未婚與收入在20001-40,000元的顧客。顧客最重視的五項屬性依序為：「餐飲烹調衛生」、「餐食用料新鮮」、「餐具乾淨衛生」、「店內用餐環境舒適清潔」、「餐飲選擇類型多樣化」。經因素分析，歸納出七個顧客對原住民餐廳滿意的屬性構面，依序是「原住民主題」、「餐食供應」、「用餐環境」、「人員素質上「菜單銷售」、「外部環境」與「推廣活動」等。

關鍵字

原住民餐廳 ； 經營管理 ； 顧客消費行為

並列摘要

The aboriginal food culture of Taiwan has multiple characteristics. If we combine aboriginal food culture with the management of restaurant, this combination will make the essence of traditional aboriginal food culture preserved and advertised by the establishment and management of restaurants, which will become our resources of promoting the international tourism activities. Our research was completed by interviewing the managers of the aboriginal restaurants in Taipei area and consumers with questionnaire. The aims were to realize management of the aboriginal restaurants, the problems those managers confront, the assist they want the government to provide with, and to realize the consumer behavior in the aboriginal restaurants. The results of the research indicated that the ideas of the management of the aboriginal restaurants could be categorized into ＂sharing the aboriginal flavor food,＂ ＂the increasing of cultural intercourse between ethnicity,＂ and ＂the provision of work opportunities for the aborigines.＂ Most of the consumers were non-aboriginal, young people, the singles, and those whose income ranging from 20,001-40,000. The most important five qualities of the aboriginal restaurants were indicated in order as follows: ＂food and beverage sanitation,＂ ＂fresh materials,＂ ＂cleanness of the dinner set,＂ ＂clean and comfortable environment of the restaurants,＂ and ＂multiple choices of food and beverage.＂ By factor analysis, there were seven components of the reasons why consumers felt satisfied with the restaurants; they were ＂the aboriginal theme,＂ ＂the supply of food,＂ ＂the environment,＂ ＂the qualities of waiters,＂ ＂the sales of the menu,＂ ＂the outer environment,＂ and ＂the promoting activities.＂

並列關鍵字

aboriginal restaurants ； management ； consumer behavior