建構高級餐廳環境氛圍模型之研究

Building a Model for the Evaluation of the Atmosphere of Fine-Dining Restaurants

近年來環境美學和消費者美學體驗的議題逐漸受到重視，特別是在餐廳和零售店等服務業場域。然而隨著消費者美感水準的提升，高級的中式餐廳除了提供基本的美味料理及貼心服務之外，更強調消費者也能在其所在的餐廳環境中獲得感官上的高質感美學感受。而其環境也逐漸由強調服務本身，轉變成為一種隨著消費者的習性而形成的美學場域，藉由整合全套的氛圍規劃場域設計，形塑出消費者所嚮往的美學產品。本研究選擇國際旅館之中的高級中式餐廳作為研究對象，透過模糊德菲法與模糊層級分析法兩階段的研究方法，建構與分析國際觀光旅館中之高級中式餐廳場域設計之指標，驗證本研究提出的研究模型。本研究的結果顯示，專業的服務模式和燈光設計是中餐廳最重要的氛圍指標，而背景音樂設計是第三重要指標。本研究結果可作為餐飲產業管理者於場域氛圍設計與行銷經營之參考。

 

In the past few decades, there has been a stream of research focusing on the effects of environment, especially in service businesses such as hotels, restaurants and retail stores. When people come into these places, they do not come merely for the ‘product’ but for the overall atmospheric experience of a place that enhances their perceived service quality, emotional response and perceived value. We chose restaurants in international Chinese hotels as our research subject because they have high motivation to differentiate themselves from competitors and are likely to allocate more resources to improving the atmospherics. Many atmospheric factors have been addressed by researchers in the literature, but there has been little discussion of the relative importance of these factors. The purpose of this study is to establish a statistical evaluation model of the atmospheres of Chinese restaurants in international hotels by deploying the Fuzzy Delphi Method and a fuzzy analytic hierarchy process. The results of this study show that professionalism and lighting design are the two most important atmospheric indicators in these Chinese restaurants, while background music design is the third most important indicator. This research provides insights into the evaluation of the atmosphere of Chinese restaurants in international hotels and provides direction for decision-makers regarding the future development of hotel atmospheres.