A dining table without food: the floral experience at ethnic fine dining restaurants

CCUR > College of Environmental Planning & Bioresources > College of Agriculture > Department of Applied Science of Living & Graduate Institute of Applied Science of Living > journal articles > Item 987654321/48797

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/48797

Title:	A dining table without food: the floral experience at ethnic fine dining restaurants
Authors:	Chen, YC (Chen, Yen-Cheng) Tsui, PL (Tsui, Pei-Ling) Chen, HI (Chen, Hsin-, I) Tseng, HL (Tseng, Hui-Ling) Lee, CS (Lee, Ching-Sung)
Contributors:	生應系
Keywords:	Environment Tourist experience
Date:	2020-06-01
Issue Date:	2020-11-06 14:44:51 (UTC+8)
Abstract:	Purpose A high-end ethnic restaurant is a tourism experience that can increase the attractiveness and brand recognition of a tourism destination. The restaurant environment is a key element that affects consumer visits. The purpose of this paper is to adopt Schmitt's experience module to analyse tourist preferences and experiences with respect to floral styles in ethnic fine dining restaurants. The results of this study are intended to serve as a reference for operators of fine dining establishments in designing flower arrangements. Design/methodology/approach This study adopts a quantitative research method. A sample was developed using tablet computers to simulate flower arrangements in restaurants. The research tools included a floral style preference scale and a tourist floral experience scale. Findings Based on the results, the test subjects preferred European floral design styles in restaurants. Restaurant environments with floral arrangements were best at relaxing the test subjects. A restaurant's floral style was positively correlated with various aspects of the tourist experience. Gender, age, Chinese flower styles, Japanese flower styles, European flower styles and other variables enabled forecasting the degree of the tourist experience. Originality/value When a consumer exhibits higher preference for a restaurant's floral style, the level of the tourist experience increases. This study investigates the aesthetic experience of restaurants and restaurant atmosphere as a marketing tool. Sensory stimulation within the restaurant atmosphere can be based on the five senses such that tourists may, through the design of the restaurant environment, have specific emotional reactions that improve their tourist experience and reinforce the restaurant's brand image.
Relation:	BRITISH FOOD JOURNAL 卷冊: 122 期: 6 頁數: 1819-1832 特刊: SI
Appears in Collections:	[Department of Applied Science of Living & Graduate Institute of Applied Science of Living ] journal articles

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML	231	View/Open

View Licence

Loading...