南華大學機構典藏系統:Item 987654321/28091
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    题名: 用餐環境與餐點內容對旅遊行程規畫之影響
    其它题名: The Impact of Dining Environment and Meal Content to Travel Itinerary Planning
    作者: 吳玉珮
    WU, YU-PEI
    貢獻者: 旅遊管理學系旅遊管理碩士班
    陳志昌;許澤宇
    CHEN, SHI-CHANG;HSUI, CHE-YU
    关键词: 用餐環境;餐點內容;行程規劃;符碼圖像
    Dining environment;Meal content;Travel itinerary planning;Code images
    日期: 2019
    上传时间: 2022-03-25 09:54:29 (UTC+8)
    摘要: 　　現代多數消費者著重商品精緻化，服務尊榮化，因此餐廳越來越重視用餐環境與餐點內容的差異性，以吸引消費者。餐廳招牌、符號及擺設藝品能夠幫助業者塑造商店形象，是無聲的敘事符碼（Bitner,1992），而這些符碼圖像在網路不斷被瀏覽或轉傳後呈現出甚麼意義？而餐點內容屬於餐廳之有形商品，又傳遞出何種圖像價值？本研究藉由餐點內容與用餐環境分析，來了解圖像轉化進而影響旅遊行程規畫，還有消費者如何在用餐環境、餐點內容與行程規畫間連結，進行敘事與建立回憶。 　　而今日尚未有文獻針對整合行銷或部落客介紹美食的用餐環境和餐點內容間呈現何種價值意涵做出探討。因此本研究經由深度訪談廣泛蒐集資料與分析來建構 1.用餐環境與餐點內容同時呈現時之符碼圖像意義。2. 符碼圖像對顧客價值感受之引導。3. 符碼圖像對消費者旅遊行程規劃之影響。4. 建立符碼圖像與旅遊行程規劃之脈絡。 　　最後，本研究依據紮根分析將資料概念化後建立理論雛形，發現一、 口碑引發從眾旅行。二、 業餘生產者或專業消費者不斷創造尊榮款待之口碑。
    　　Most modern consumers focus on product refinement and service honor, so restaurants are paying more and more attention to the differences between the dining environment and menu content to attract consumers. Restaurant signs, symbols and furnishings can help the industry shape the store image, a silent narrative code (Bitner, 1992), and what do these code images appear after the Internet is constantly being viewed or transferred? And what kind of image value does the menu content belong to the tangible goods of the restaurant? This study uses menu content and dining environment analysis to understand image transformation and influence travel itinerary planning, as well as how consumers connect between the dining environment, menu content and travel planning, and make narratives and build memories. 　　Today, there is no literature to explore the value of the meaning of the dining environment and menu content that integrates marketing or bloggers. Therefore, this study extensively collects data and analysis through in-depth interviews to construct 1. The meaning of the code image when the dining environment and menu content are presented at the same time. 2. The code image is the guide to the customer's value perception. 3. The impact of code images on consumer travel itinerary planning. 4. Create a network of code images and travel itineraries. 　　Finally, based on the rooted analysis, this study conceptualizes the data and establishes the theoretical prototype. First, word of mouth triggered a trip to the public.Second, amateur producers or professional consumers continue to create a reputation for honorable hospitality.
    显示于类别:[旅遊管理學系(旅遊管理碩士班)] 博碩士論文-旅遊管理碩士班

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