國內外學者針對主題式餐廳進行過為數不少的相關研究,綜觀國內各大專院校餐旅教育相關科系皆有宴會管理方面的相關課程,然國立高雄餐旅學院在宴會管理課程上的教學目標,讓學生規劃主題式宴會來款待賓客,以達到學以致用、學中做、做中學的目的實踐。 本研究針對參與2009年國立高雄餐旅學院餐飲管理系學生舉辦的主題式宴會的消費者進行問卷調查,探討消費者對於主題式宴會的情緒體驗、滿意度與行為意圖間之關係,透過問卷調查,利用統計方法分析。 研究結果發現不同的消費者對於情緒體驗在性別、教育程度、職業方面有差異性存在,對於滿意度則在年齡、教育程度、職業、個人平均月收入、資訊來源、同行者方面有部份差異性存在。十二個正向情緒體驗與滿意度為正相關。滿意度對行為意圖「忠誠度」與「支付更多」具預測能力,滿意度對行為意圖「負向行為」及「轉移行為」沒有預測力。 本研究貢獻希望藉此讓日後於學界擔任主題宴會相關課程的老師能夠藉此論文所提及在規劃課程時,做為有利的參考依據。例如:主題宴會課程設計的價值,在於透過學生的創意和整合,驗證學生在校所學,藉以展現學校在實務教學方面的成果,增加學校的曝光率。同時讓業者透過參與宴會的機會,瞭解到好的宴會情緒體驗,能增進顧客滿意度,達到顧客回流的目的;業者透過體驗校內的主題宴會,亦可以有機會招募優異的學生於畢業後至其企業發展。
There are many hospitality management or related departments in Taiwan’s universities and colleges. In the National Kaohsiung Hospitality College, the course of “Catering management” or “Banquet management” is set up to teach students how to plan and organize unique theme functions and to host the guests. The correlations and relationships among all the attendants’ emotion experience, satisfaction and behavior intention were explored. The author also analyzed all the factors. The survey was been used to collect data. The results of this research are: there are differences between genders, and among educational levels, occupations regarding the attendants’ emotional experience; there are differences among age, educational levels, occupations, personal income levels, information sources, accompanies for the attendants’ satisfaction; 12 positive emotional experiences and satisfaction are positively related; customers’ loyalty and willingness to pay more are influenced by customers’ satisfaction.