Theme Restaurant Dining Experience

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ABSTRACT This study examines the psychological issues of human emotions during dining experience in a theme restaurant. The idea is that theme experiences can enhance customers dining experiences and consumption emotions, which consequently affect their willingness to revisit. The study is based on quantitative research method where questionnaire survey was curry out as a means of data collection. The data is analyzed with structural equation modeling (SEM) in the attempt to verify the proposed research model. The result indicates that although theme experience does not directly affect loyalty behavior, an indirect relationship exist through dining experience and consumption emotion. Keywords: theme experiences, dining experiences, consumption emotions, loyalty. Introduction As result of slow economy, more and more people have lost their jobs and have stepped into restaurant business as a way to earn their living. Due to this increasing competitiveness, restaurants are trying to distinguish themselves from other. For the above reason, restaurants in Taiwan have transformed themselves from traditional restaurant into theme restaurant during the past decades. Theme restaurant is a restaurant that decorates its interior environment to a specific setting as a way to establish their specialty and attract customers’ attention. Theme restaurant provides different atmosphere that makes customer feels as if they are entering a different world that possess different cultures, fantasy, or religion while dining. It provides a media for those who want to experience these kinds of environment or bring up their fond memories without travelling afar. Some are also designed to raises peoples curiosity as well as raise people’s awareness o... ... middle of paper ... ... The Program Book for Recreation Professionals. Palo Alto, CA: National Press Books. Van Boven, L. (2005) Experientialism, materialism, and the pursuit of happiness. Review of General Psychology, 9, 132-142 Weiss, R., Feinstein, A. H., and Dalbor, M. (2005). Customer satisfaction of theme restaurant attributes and their influence on return intent. Journal of Foodservice Business Research, vol. 7, iss. 1, pp. 23-41. doi: 10.1300/J369v07n01_03. Yeh, S. S. (2008). Visitors to a Theme Park-Motives and Satisfaction: The Case of Janfusun, Taiwan. Doctoral Thesis, The University of Waikato, Department of Tourism and Hospitality Management. Yeh, P. H., Liu, C. R., and Yeh, S. S. (2010). Loyalty and its relationship with travel motivation, brand personality, and congruity of self image. International Journal of Agricultural Travel and Tourism, vol. 1, no. 1, pp. 94-106.
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