A STUDY OF CUSTOMERS' PERCEPTIONS ON THE SHOWS IN SITUATIONAL THEME RESTAURANT: A CASE STUDY OF TASTE-YUNNAN RESTAURANT IN GUANGZHOU
CAI Xiao-mei1,2, ZHU Hong2, LIU Chen1
1. Department of Tourism Management, South China Normal University, Guangzhou 510631, China;
2. Cultural Industry and Cultural Geography Research Center, South China Normal University, Guangzhou 510631, China
Abstract：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.
蔡晓梅, 朱竑, 刘晨. 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[J]. 人文地理, 2012, 27(1): 119-126.
CAI Xiao-mei, ZHU Hong, LIU Chen. A STUDY OF CUSTOMERS' PERCEPTIONS ON THE SHOWS IN SITUATIONAL THEME RESTAURANT: A CASE STUDY OF TASTE-YUNNAN RESTAURANT IN GUANGZHOU. HUMAN GEOGRAPHY, 2012, 27(1): 119-126.
