餐廳環境訊息與判讀評估

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Title:	餐廳環境訊息與判讀評估
Other Titles:	The environment information, judgment and evaluation of restaurants
Authors:	黃翌婷;Huang, Yi-Ting
Contributors:	淡江大學建築學系碩士班劉綺文;Liu, Chi-Wen
Keywords:	餐廳判讀;環境訊息;物質文化與消費;環境線索判讀;環境評估;Restaurant interpretation;Environment information;Material culture and consumption;Environment cues interpretation;Environment evaluation
Date:	2015
Issue Date:	2016-01-22 15:01:23 (UTC+8)
Abstract:	餐廳於現代為一社交場所供人聚會、慶祝、哀悼或紀念，也漸取代家中廚房供給外食人口日常生活飲食。人們藉由餐廳環境氛圍、料理類型、風格服務等等訊息（information）判斷用餐適宜場合與行為；餐飲業者則為突顯其個別差異，運用多種文化意象或環境塑造創造與餐點之間的連結。本論文以「餐廳環境訊息判讀」做為研究主體，探討人們如何判讀餐廳環境訊息，與其所反映出的經驗與思考脈絡。　　環境可視為一資訊系統，提供線索讓人解讀並產生環境感受。人們判讀環境所傳遞的意義、聯想、感受與規範，進而表現切合之行為。透過生活經驗的累積，構成自身對環境的判讀圖示。餐廳表現的菜系與價位所對應的場合想像，反映著社會文化、全球化與消費三者所架構的經驗詮釋與行為預期。本論文發現餐廳菜系判讀，中、日式餐廳可仰賴餐具風格、家具或裝飾品區分。西式餐廳需要明確的料理圖片、廣告或其它符碼來判讀。場合價位判讀顯示，越高價位場合正式的餐廳，蔡系風格與環境線索可辨識度越低，感受評價內容也較無差異性。線索誤讀反映著現今餐廳環境，強調空間規模與色調、材質與燈光，並掩蓋菜系文化圖騰與象徵符號，著重全球化消費傳播的環境氛圍塑造。菜系回應傳統文化意象與獨特經驗圖示，場合價位反應餐廳場景觀點由個體至群體間的關係考量。誤讀則展現現今全球化影響下，因連鎖餐廳與資訊迅速流動，導致餐廳的去風格化與共通性場景演繹趨勢。餐飲環境與文化場景連結逐漸模糊，文化風格脈絡轉為空間商品塑造。區分、辨別其功能、環境所賦予的用餐層次成為判斷主體。餐廳環境訊息判讀，並非單純連結著料理與用餐者的場景，乃是經驗、文化想像、全球化場景標準交互作用下建構出的在地化典型。面對共通規則與多方片段想像的交互作用，設計者應思索如何避免過度仰賴形式上的結構，進而回應設計在推動環境意義與交流中的協調角色。 In modern times, restaurant as a social occasion used for party, celebration, mourning and memorial has gradually replaced home kitchen to provide daily diet for people. By restaurant information such as atmosphere, types of cuisine, styles of service, people judge suitable occasion and behavior during a meal. In order to highlight individual difference, restaurant owners adopt various kinds of cultural image and environment to build and create the connection with meals. Aimed “the environment information, judgment and evaluation of restaurants” as main subject, this study is to explore how people interpreted the environment information of restaurants and what kind of connection between the experience and the contextualized thinking it reflected . Environment is an information system, providing cues for people to interpret and having perception. People interpret the meaning, association, perceptions and norms delivered by environment and then perform relevant behaviors. Through the accumulation of life experience, people constructs the interpretation schemata of environment. How the restaurant corresponding occasion imagination of cuisine and price, has shown the construction beneath the interpretation experience and behavior expectation which are affected by social culture, globalization and consuming. This study finds that in the interpretation of cuisines, Chinese and Japanese restaurant can be distinguished by the style of tableware, furniture and ornaments. Western restaurants need specific cuisine pictures, advertisement and other codes to interpret. Occasions and price interpretation show that the higher price a formal restaurant has, the less recognizable its style of cuisine and environment cues is, the feelings and evaluation content of customer is no difference comparatively. Cues misinterpretation reflects that the current restaurant environment emphasize space and color, material and lighting, over cultural pattern and symbol paying attention to building the atmosphere of global consumption and transmission. Cuisine responds traditional cultural image and unique schemata, occasions and price tell the relationship considerations from individual to group in the opinion of restaurant occasion. The misinterpretation emerges that under the influence of globalization, rapid communication of chain restaurants and information, has resulted in the tendency of de-stylization and intercommunity to restaurants. The link between restaurant environment and cultural scene is gradually become vague, cultural style is transformed into space commodity performing. Distinguishing the function, the dining level endowed by environment has become the main body of judgment. The interpretation on the environment information of restaurant not simply link the cuisine and scene of diner, it is also the typical localization under the interaction of experience, cultural imagination and global scene standard. Facing the interaction of common rules and fragment imagination in many ways, designer should consider how to avoid relying on formal structure, and then respond the coordination role of design in promoting environment meaning and communication.
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