近年來政府大力推動文化創意產業，提升了消費者對美學的見識與鑑賞能力，因此視覺美學和美學體驗的議題逐漸受到重視，美感的運用所興起的一股風潮，帶來美學成為了台灣的新顯學也是一種競爭力。隨著消費者美感水準的提升，國際觀光旅館除了提供基本配備設施及貼心服務之外，更強調消費者也能在其所附設的餐廳場域中獲得感官上的高質感美學感受。而其場域也逐漸由強調服務本身，轉變成為一種隨著消費者的習性而形成的美學場域，藉由整合全套的服務流程、場域設計，形塑出消費者所嚮往的美學產品；即是目前國際觀光旅館最重視的行銷經營模式。因此，本研究將針對國際觀光旅館餐廳場域的氛圍特性與設計，透過模糊德菲法，建構與分析國際觀光旅館餐廳場域美學之指標，以作為餐飲產業管理者行銷經營之參考。
Recently, government puts great efforts on promoting culture and creativity industry, which leads to the enhancement of consumer aesthetic knowledge and appreciation ability. The issues of visual aesthetics, aesthetic experience become more and more critical. The emerging wave of studies in aesthetics and its applications helps developing new competitive advantage in hospitality industry. International five-star hotels not only provide basic equipment and intimate service, but also emphasize on extreme quality of aesthetic sensation for customers to cope with the growing aesthetic sense level of customers. The concept of food and beverage marketing shifts from service content toward a unique environment experience of customers including integration services, environmental design and complete aesthetic products. Major international five-star hotels commonly use this concept as marketing management model. This study concentrates on investigating the important factors of restaurant environment design and atmosphere characteristics influencing customer aesthetic experience, and providing managerial implications for hospitality industry managers.
