Best Dining Experience Essays

Theme Restaurant Dining Experience Essay

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 on their senses such as fear, discuss while dining.

The main thesis of this study is that theme experiences can enhance customers dining experiences and consumption emotions, which consequently affect their willingness to revisit. These concepts are further elaborated in the literature section.

Transformation of Society that Impacts Restaurants
As technology advances and standard of living raises, people have more desire to spend on entertainment than ever before. Dining out is no longer a family gathering, but an affordable and easy way of escape from daily stressful life. Simpson (2003) Asserted that today’s society has become all about the “other time and place” through Escapism. The idea of escapism is that one can enter a place with different time, space, atmosphere or environment that transcends ones every day experience within any given medium. In our modern society, a popular form of escapism is dining out. Restaurants are changing their designs to provide a sense of a different world. Dining out has either become an affordable quick escape that releases tensions of a day or an entertainment desired by those living a mundane and uneventful life.

The increase in dining out demand in the modern society...

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As a child, I was not fond of eating out. My family would eat at a restaurant, diner, or buffet at least once a week, often more than once. Every time we went anywhere, but for a little place called Rivenee’s, it was a challenge for my parents to find proper food and a nice atmosphere. Rivenee’s was that lucky exception—I loved the place and this made my parents love it too. The restaurant seemed magical and fascinating to me when I was an elementary school kid, and surprisingly, the place still fascinates me today. Recently, when I visited my old family house for Thanksgiving, I was astonished and pleased to find out the place still operated and, in fact, was still run by the same family. Apart from the house in which I grew up, Rivenee’s is probably the dearest place to me in the small town, just outside of San Ramon, where I was born and raised.

Rivenee’s is a small and cozy place, and this is what probably garnered my love of the restaurant initially. This, and the people who worked and still work there. Unlike more spacious restaurants, diners, and chain buffets my parents also took

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