Study On The Creation Of Cultural Atmosphere In Themed Restaurant In Xiamen

With the coming of the Experience Economy, the themed restaurants areemerging and developing rapidly in China. Themed restaurants mainly focus on thecreation of the cultural atmosphere to meet the customers’ psychological need. Alongwith creating cultural atmosphere, however, there comes with many problems. So theway on how to creat a good cultural atmosphere is becoming very important. Drawingthe lessons from environmental pschology and disparities between enterprise servicequality, from the perspective of customer’s perception and experience, this articleanalyses the disparities between customer’s perception and expectation on the culrualatmosphere of themed restaurants in Xiamen, and tried to propose some suggestionson the creation of cultural atmosphere in themed restaurant.This article firstly reviews the related ducuments about themed restaurant andcultural atmosphere’s creation, and analyses the revelant theories on environemntalpschology and disparities between enterprise service quality to lay the theoreticalbasis for the research of creation of cultural atmosphere. Secondly, by conducting aresearch on the current situation of themed restaurant, this article analyses thepotential problems and factors that affect the creation of cultural atmosphere ofthemed restaurant in Xiamen.Thirdly, according to some schoolars’ studies and thecurrent situation of themed restaurant, interviewing method is used to build thecreation system to lay the foundation for the design of queationaire. Lastly, accordingto the questionnaires from themed restaurant in Xiamen and its data, the method offactor analysis is used to conclude the following five common factors, called thethemed environment key factor, the themed product supporting factor, the potentialdevelopment factor, image and management factor,the themed service supportingfactor. At the same time, according to the IPA analysis, the customers’ expection tothe cultural atmosphere of themed restaurant is obviously lower than their actualperception, so resource allocation needs to be improved and quality diaparities exist.Some factors like the service, the decoration, the display, the coloer matching, thebackground music, the sanitation and smelling, the quality of food, the store’s name, the brand image are what the restaurants need to maintain. Some factors like theservice language, the architectural form, the lightening, the design of menu, the dishnames, the uniforms are what the restaurants need to pay particular attention to. Somefactors like the spatial form, the themed entertainment, the themed activities, thedesign of the souvenir, the themed logo, the themed marketing are the advantages ofthemed restaurant. Some factors like featured service, the design of service, thefeatured tableware, the restuerant’s culture are what the restaurans mostly need toipmrove. Hereby, this article proposes the principles of key development, deepdevelopment, and sustainable utilization when creating the cultural atmosphere.Meanwhile, it proposes the promotion strategies, including realizing the creation’sdynamic warning, completing the creation’s foundation, and enhancing the cteation’squality management. In addition, this article put forward the prospect of further studyaiming at the shortcomings of this article.