| Summary: | 碩士 === 逢甲大學 === 景觀與遊憩碩士學位學程 === 103 === Along with the changing concepts of our society toward animals, dogs and cats keeping or livestock raisings are not only to assist guard their homes, hunt or catch the mouse or sources of food, they may also become pets and play mates of human beings, and consequently become part of the family members. The new relationship between human and animals would derive different consumptive patterns, formation of new business opportunities, such as the newly rise of pet- themed restaurants, which would be firmly related to our daily life. The Exploration of the extent to which the pet-themed restaurant could offer pet owners’ experiential marketing to produce their place attachment is a topic worthy for further study.
The purposes of the study include: (1) to investigate the conditions that the pet-themed restaurant would offer their customers with the development of experiential marketing and place attachment to the restaurant; (2) to explore the differences in experiential marketing and their place attachment to the pet-themed restaurant by pet owners with different social economic backgrounds; (3) to explore the relationship between pet owners’ experience marketed by the pet-themed restaurant and their place attachment to the restaurant. Based on the study results, hopefully it would generate contributions to the industry of the pet- themed restaurant marketing management.
In this study, the Internet questionnaire survey was conducted and the respondents were those who had visited “Bunny Nest” Pet Themed Restaurant in Taichung. 305 valid questionnaires were collected to create the data base for statistics analyses, including: descriptive and reliability analysis, independent sample t- test, one-way analysis of variance, exploratory factor analysis and canonical correlation analysis.
The study results have shown that (1) pet owners of different socio-economic backgrounds may have significant differences in part of experiential marketing by the “ Bunny Nest” Pet Themed Restaurant; (2) pet owners of different socio-economic backgrounds may have significant differences in part of place attachment to the “Bunny Nest” Pet Themed Restaurant; and (3) there are significant and positive relationship between the experiential marketing and place attachment to the “Bunny Nest” Pet Themed Restaurant.
According to the study results, some practical suggestions were presented for the “Bunny Nest” Pet Themed Restaurant managers’ references. Besides, some future study issues were also presented for follow-up researchers to continue more studies on this concern.
|
|---|
