顾客对情境主题餐厅表演的感知研究——以广州味道云南食府为例

本文在构建情境主题餐厅概念的基础上,选取广州味道云南食府的顾客为研究对象,基于问卷调查,运用结构方程模型(SEM)、T检验和非参数检验的方法,探讨顾客对情境主题餐厅表演的感知特征。主要结论有:(1)情境主题餐厅表演感知影响顾客感知价值;(2)情境主题餐厅表演的感知价值影响顾客满意度;(3)情境主题餐厅表演感知影响顾客满意度;(4)顾客特征差异影响他们对情境主题餐厅表演的感知、感知价值和满意度。该结论对于新文化地理学城市微观文化空间的顾客感知理论有重要价值,对于情境主题餐厅的经营和发展也有一定的实践意义。

A STUDY OF CUSTOMERS' PERCEPTIONS ON THE SHOWS IN SITUATIONAL THEME RESTAURANT: A CASE STUDY OF TASTE-YUNNAN RESTAURANT IN GUANGZHOU

Recently,in the context of globalization,more and more social spaces are constructing or reconstructing with breaking down the local features and routines.Thus,there come many multi-cultural food spaces in the global cities,such as the situational theme restaurant.The situational theme restaurant,to a certain extent,is a micro urban space with multi-culture of repast,which comes from simulating and duplicating the cultures in the real world.When in the situational theme restaurant,customers are eating the foreign food as well as the cultures of others.The customers’ perceptions reflect their cultural identity on the restaurant,that is,the cultural meanings of the restaurant,and also impact on their consume mentality and behavior.However,there is lack of researches discussing the construction of situational theme restaurants from the view of customers’ perceptions.We therefore selected a typical situational theme restaurant in Guangzhou,Taste-yunnan Restaurant,as our study case,constructed a theoretical model,in order to discuss the relations among customers’ perceptions,perceived value and satisfaction with situational shows,and the diversity among different kinds of customers.The main results are: 1) customers’ perceptions on the shows in the situational theme restaurant affect their perceived value significantly;2) customers’ perceived value has significant effect on their satisfaction;3) customers’ perceptions on the shows in the situational theme restaurant impact on their satisfaction;4) there are different degrees of perceptions,perceived value and satisfaction with the situational shows among customers with different age,frequencies of consumption,levels of education,and familiarity with culture which the restaurant refers.