碩士 / 淡江大學 / 大眾傳播學系碩士班 / 97 / With the economic growth, people’s living standards also rise up. Consumers become to notice the culture and experiences . The Greek-style Landscape Restaurant operator packs the "space" as experiential merchandise. The space is considered as a consumed symbol.
As a result, this study takes Greek-style Landscape Restaurant as the case. The researcher hopes to discuss the symbolic meanings within the space, and uses in-depth interview to understand what were experienced by the Greek-style Landscape Restaurants’ consumers and how they are presented to the consumers from 20 interviewees. This study attempt to use Consumption environment/atmosphere by Belk(1974) to analyze the relationship between the environment, atmosphere and consumers’ experiences. Besides, the researcher also uses five strategy modules of experiential marketing by Schmitt(1999) to understand how Greek-style Landscape Restaurants’ symbols affected the consumers’ “sense”, “feel”, “think”, “act” and “relate” spheres.
In order to understand the symbolic meanings within the Greek-style Landscape Restaurants, What the consumers would experience there, and how the symbols are presented to the consumers? How do the restaurant operator design the experiencing space of “Greek culture”? Besides, what do the consumers experience from Greek-style Landscape Restaurants? At last, how do the consumers interpret it and grew their new impression of Greek culture?
The study find that through the presentation of Greek-style Landscape Restaurants, the consumers’ senses are constantly stimulated, comforted and inspired by the presentation of Greek-style Landscape Restaurants. Consumers can construct cultural meanings and make them become a culture discourse. They have wonderful experiences. The discussion constructed by restaurant operator and consumers and media are romantic life, and consumers identify this discussion by consuming .
As a result, this has also already become their lifestyle and a part of their daily life . The process are constructed by restaurant operator, consumers, and media. Not only forming the consumers’ identities, but also becoming parts of consumers’ daily lives.
The Greek-style Landscape Restaurants provide five kinds of experiences, including, sense, feel, think, act, relate experiences. Besides, in sense experience are mostly coming from the visual part. Sense experience would straight forward and indirectly influence on feel experience. And in act experience and relate experience consumer’s attitude not significant.
| Identifer | oai:union.ndltd.org:TW/097TKU05023003 |
| Date | January 2009 |
| Creators | Hsiao-Yu Peng, 彭筱瑜 |
| Contributors | Yi-Kuo Wu, 吳怡國 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 118 |
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