关于怀旧主题餐厅消费行为的调查:以大连市为例  

Investigation on Consumption Behavior of Nostalgia-themed Restaurants:Taking Dalian as an Example

作　　者：温韬[1] 杨双 秦菁 刘烨 WEN Tao;YANG Shuang;QIN Jing;LIU Ye(School of Economics and Management,Dalian University,Dalian 116622,Liaoning,China)

机构地区：[1]大连大学经济管理学院,辽宁大连116622

出　　处：《四川旅游学院学报》2023年第2期19-25,共7页Journal of Sichuan Tourism University

基　　金：国家留学基金委地方合作项目“怀旧情感对品牌信任及品牌依恋影响的研究”,项目编号:201708210282。

摘　　要：以大连市为例,对市内10家怀旧主题餐厅的消费行为进行了调查。调查采用“判断抽样+方便抽样”相结合的方式,共收集有效问卷504份。基于数据分析,得出三个方面的结论:一是关于怀旧主题餐厅消费者基本情况的结论;二是关于怀旧主题餐厅消费者消费动机的结论;三是关于怀旧主题餐厅消费者购买行为的结论。最后,根据上述结论,从目标客户与主题、餐厅选址、宣传推广等三个方面提出了营销建议。Taking Dalian as an example,the paper investigates the consumption behavior of ten nostalgia-themed restaurants in the city.The investigation adopts a combination of “judgmental sampling + convenience sampling”,and a total of 504 valid questionnaires are collected.Based on data analysis,the paper draws three conclusions:the first is about the basic situation of consumers in nostalgia-themed restaurants;the second is about the consumption motivation of consumers in nostalgia-themed restaurants;the third is about the purchase behavior of consumers in nostalgia-themed restaurants.With the above conclusions in mind,the paper puts forward marketing suggestions from the three aspects of target customers and themes,restaurant location,and publicity and promotion.

关 键 词：大连市 怀旧主题餐厅 消费行为 怀旧营销 

分 类 号：F713􀆰5[经济管理—产业经济]