Re-Contsructing Nostalgia Emotion and Nostalgic Experience from Food Consumption Experience Perspective

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Project title

Code/計畫編號

MOST104-2410-H259-065

Translated Name/計畫中文名

重新解構餐飲懷舊情感與經驗

Project Coordinator/計畫主持人

Richard Ching-Yu Chang

Funding Organization/主管機關

National Science and Technology Council

Department/Unit

Department of Tourism, Leisure, and Recreation Studies, National Dong Hwa University

Website

https://www.grb.gov.tw/search/planDetail?id=11583667

Year

2015

Start date/計畫起

01-08-2015

Expected Completion/計畫迄

31-07-2016

Bugetid/研究經費

541千元

ResearchField/研究領域

管理科學

隨著體驗行銷的盛行，餐飲業陸續出現許多充滿懷舊情感的餐飲用餐空間。然在餐飲經驗過程中，每位消費者對於餐飲的懷舊情感的記憶，除了人、事、物外，可能還包括屬於來自家庭屬於個人的飲食經驗或是社會每個人所共有的集體餐飲記憶。因此，消費者對於懷舊的內容，還有因消費者個人特質、早期經驗、以及用餐動機不同，而有各種不同屬因來評估其懷舊餐飲經驗之滿意與否，以及這些評估屬因如何影響其再訪意願，實有其調查並瞭解之必要。爰此，本研究欲以餐飲懷舊為主題，探討何種因素真正引發消費者懷舊情感，調查評估懷舊餐飲經驗的屬因，以及分析懷舊情感與經驗對再訪意願的影響，以彌補過去文獻之不足。為幫助研究參與者喚起過去飲食回憶，完整說明其餐飲懷舊經驗，本研究將運用在餐飲研究領域仍不多見之照片引談法，希望透過照片真實的呈現，減少錯誤的記憶與誤差，以獲得更詳細的資料。另外，本研究也將利用問卷方式，調查個人特質對懷舊情感的影響以及懷舊情感與經驗對再訪意願的影響。本研究試圖探討各種餐飲形式，嘗試結合飲食記憶論點，釐清餐飲懷舊情感與餐飲懷舊經驗內容與評估屬因，相信本研究結果可幫助未來懷舊情感與餐飲管理相關理論的發展，彌補過去文獻之不足。另外，了解消費者的懷舊來源，將有助於業者針對其需求，增加菜單與服務內容之真實性，設計並提供真正符合消費者期待的餐飲懷舊體驗。 The prevailing of experiential marketing has made many restaurants start to create a nostalgic dining experience. However, customers may experience nostalgia from a variety of triggers that induce feelings of fondness of for the past, such as people, environment, special events, personal dining experience, or the collective food memory. In addition, socio-demographic factors, past experience, and dining motives may affect customers’ evaluation of their nostalgic food consumption experience. Thus, from food consumption experience perspective, the objectives of this study are to explore the triggers induce nostalgia emotion, investigate the attributes in evaluating nostalgic food consumption experience, and find out how nostalgia emotion triggers and evaluation attributes affect the revisit intention of the nostalgic experience. This study will employ the under-utilized photo elicitation method to stimulate and evoke deeper meaning of customers’ food consumption experience. In addition, the questionnaires will also be carried out to analyze the effects of personal differences on their proneness in nostalgia emotion as well as to investigate how nostalgia triggers and attributes affecting revisit intention. Based on the various food consumption experiences, it is believed that this study will provide a more holistic understanding of nostalgic food consumption experience and significance contribution to the hospitality studies. Finally, the results from this study will help restaurateurs enhance the authenticity of the nostalgic food consumption experience to fulfill the customers’ expectation.

Keyword(s)

懷舊情感
懷舊經驗
餐飲用餐經驗
飲食記憶
再訪意願
照片引談法
nostalgia emotion
nostalgic experience
food consumption experience
food memory
revisit intention
photo elicitation

DSpace CRIS

Re-Contsructing Nostalgia Emotion and Nostalgic Experience from Food Consumption Experience Perspective

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