The Influence of Landscape Perception and Landscape Preference on Restaurant Customers' Behavioral Intention
Date Issued
2011
Date
2011
Author(s)
Chen, Ting-Fang
Abstract
According to statistical data of Directorate-General of Budget, Accounting and Statistics, people of Taiwan usually were eating-out. They prepared budget of eating-out over one third of annual revenues. Restaurant owners not only focus on food and service quality, but also improved physical environments for attracting more customers. The researcher considered outdoor landscape is important, because outdoor landscape is acceptable before the interior environments by consumers. However, most studies focused on how interior environment affect on restaurant customers’ behavioral intention. Few studies explored the link between external landscape and behavioral intention. Therefore, the main purpose of this research was to explore how outdoor landscape of restaurant influences consumers’ behavioral intention.
Structure of restaurant landscape divided into background, middle view, and foreground. Type of background is with relation to restaurant location, and type of middle view and foreground is with relation to design of restaurant garden. The back ground, medium view, and front ground combine with each other to form overall landscape. Although there has been little research conducted on perception and preference of restaurant landscape, several studies has examined natural scenes were highly preferred. It is thus clear the effect of perceived naturalness on preference. In addition, the researcher considered the preference for natural environments, are linked to the given environments’ potential to provide restoration from stress or fatigue. The literature indicated perceived restoration or preference both positively correlated with behavioral intention. Thus, the reaction process of perceived naturalness, perceived restoration, landscape preference, and behavioral intention was deeply examined.
The data were collected using self-report questionnaires for evaluation of photomontage simulations of restaurant. The questionnaires include demographic information, perceived naturalness, perceived restoration, landscape preference, and behavioral intention. The survey was conducted in February 2011 at several major stations of the Mass Rapid Transit system in Taipei City, Taiwan. A total of 256 valid questionnaires were completed.
The results showed that background of restaurant significantly effects on landscape perception and landscape preference, but middle and foreground don’t. The results also examined behavioral intention is influenced by landscape preference which is affected through perceived naturalness and restoration. In addition, this study even found behavioral intention is directly affected by perceived restoration. The results reveal restorative landscape can reduce impact of restaurant accessing, and attract customers to go restaurant where in remote place, such as mountains, seaside, and forest.
For landscape of restaurant, the tree and water is very important attributes to increase level of perceived naturalness. The restaurant customers who experienced restoration and relaxation within natural environment induced preference and willingness to visit or spend time in the store.
Subjects
perceived naturalness
perceived restoration
patronage intention
desire to remain
restaurant landscape
SDGs
Type
thesis
File(s)![Thumbnail Image]()
Loading...
Name
ntu-100-R98628314-1.pdf
Size
23.54 KB
Format
Adobe PDF
Checksum
(MD5):c31d0c10ac0ea179ffeb85633f5a759e