中英文对照翻译
译文一：
针对餐饮业中台湾美食文化开发的顾客经验概念模型
摘要-由于消费方式的改变，在台湾，体验经济的发展让人们逐渐步入了另一个
全新的时代。台湾是精美食物的天堂，它拥有多样化的饮食文化。在世界上它成为一项最重要的饮食文化。在最近的研究中，从决策观点来看消费者在台湾美食文化可以发掘自己的经历和感受，目前很少有研究完成。因此, 本研究的目的是对台湾美食文化探索的记忆和情绪的品牌，台湾美食文化尝试在餐饮业开发一种体验消费概念模型。为达到目的, 本研究利用定性分析以及访问18个消费者来收集资料，这个研究得出一个结论，“体验价值”，台湾美食文化除了美国许密特(1999)经验的模块外还包括消费经验的模块。 关键词-消费经验，经验模块，餐饮行业，台湾美食文化
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一． 引言
在2009年据台湾旅游局的交通及通讯部门的统计，52%的国际游客表示喜欢观光时吃掉的台湾“美食”。美食是吸引游客到台湾的主要原因。台湾是一个拥有精美的食物和多样化的饮食文化的天堂。它成为世界上一项最重要的饮食文化。最近，新移民的数量越来越多，因为大量的外国新娘和来自泰国、越南、印尼的劳动力，台湾的食物就融合了南亚的食物。 由于消费方式的转变，人们步入了一个全新的经济时代。施密特提出了完整的 “体验营销”的概念，大意为为消费者创造奇妙，卫生的体验消费，为消费1
者“创造”的价值增值。
在台湾的高速经济增长提供了人们要求一个更高的水平饮食，增加了人们接触机会罚金的饮食文化。近年来, 台湾美食文化已经收到国际期望正在逐渐增加。概念理解的意思为消费者体验台湾的美食文化在台湾餐饮业很紧迫，这也是研究报告想要讨论的主要动机。另外, 在台湾的对饮食文化的相关研究进行中, 他们中的大部分还强调当地不同的饮食文化和旅游经验的食物。然而，有一些已经从消费者的观点研究探讨他们对台湾美食文化餐饮业的经验和感情。与此同时，也有一些台湾美食文化各个领域的相关研究，在国内和国外的消费者行为, 经验营销。这是在这项研究中的另一个动机。
在此基础上的研究动机本文提出了如下摘要：
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2） 台湾人在美食文化餐饮业组织概念的意义。 为台湾美食文化餐馆里的工业开发一种体验消费概念模型。
二．文献回顾
台湾经验的美食文化的归属为理论意义消费的一种过程, 包括整个消费经验和品味的饮食的消费行为。台湾美食在世界上具有多元文化的独特品质。近年来在饮食文化，美学艺术，休闲旅游用品，经验营销及相关研究领域已经成为新兴经济体和重要的研究对象。毕竟，本研究将讨论相关文献“台湾美食文化产业在餐馆里”和“消费体验”如下：
A. 在餐馆里的台湾美食文化
Scarpato 认为精美食物(搭配) 的两种注释。第一个把它简单的描述为“享受最好的食物和饮料”（吃的艺术）。另一个的解释是, 它也可能反映了烹饪和食物。Tellström ，Gustafasson ，and Mossberg 认为这精美的食物是一种本土文化的基础，类似部分地区的文化遗产。但根据外交部台湾经济事务的定义，它定义了台湾美食譬如“茶和酒类，小吃，原料，和饮食, 在台湾普遍存在融入了外国的文化或食物材料的各种传统”。
文化是一种与许多行为相关，对社会有责任感的特点，包括对食物，穿着，语言，家庭结构，和共同联合的地区。Long 指出，种族和文化所代表的国家识别。食物是最能体现不同的文化之间的差异。
从上面的文献回顾，本研究定义了台湾美食文化在台湾作为一种茶和饮料，零食，原料，饮食普遍存在于多方面的和融合传统与不同的国家饮食、风俗和文化的美食文化创新系统的发展基金，决定融合台湾本土美物和多元化的美食文化的决定有助于决定餐厅的方式和喜爱的程度。区域文化联合了精美的食物和特点有助于开发完全不同的台湾美食文化。
B．消费经验
形成相关外界刺激的经验值，消费者的经验动机，预期的经验等等。在最近几年，一些学者认为项目评估的经验不仅仅是顾客的满意度，它甚至也是一种复杂的过程，包含很多变量影响的经验，发展的经验将会继续。Williams 运用在酒店行业发现创造性体验设计是酒店业能力不可缺少的核心Gentile, Spiller and Noci 认为客户经验包含6个因素：感觉机关，感情，认知，实践，国家的生活，关系。
Schmitt 揭示了消费了三个过程，构成的刺激，过程，结果。因此，提供为台湾美食为主的餐厅，应该强调其在餐厅整体服务满意度为重点。它也是企业家在提供“服务过程”中重视给消费者感受和体验。 基于上述讨论，从消费经验心理学的角度，它可能导致消费经验是一种“类似舞台过程”。毕竟，本研究进行给消费者角度的消费经验为台湾美食经验过程。它分为三个阶段：工艺经验感知，后果的经验和继续反应。
从消费面经验在台湾美食文化讨论中，主要点是怎样把譬如认知、情感、社会关系和行为反应到消耗工艺的基本要素体验，指出了哪一种是可以让消费者感觉的关键，消费经验在台湾美食文化可促进餐饮业或其相关专业的服务质量，消费者满意的程度，忠诚的顾客。这些用这样的消费体验的研究的分数为主要原因本。 三．研究方法和数据收集
大多数的研究饮食文化用定性研究方法为主。因此，本研究运用定性分析，探讨了对消费者的消费经验台湾美食文化和发展的一个为台湾美食文化餐饮业体验消费概念模型。
本研究利用ATLAS.ti 软件来分析数据。对记录数据前被转录进行分析阶段。他们发展一种基于以上文学评论研究人员组织概念内涵和使用编码的主题。
四．结果
下面的章节为采访消费者的结果
A ．人口统计资料
采访的日程安排是2010年一月14到26日。采访者总人数为从北方中部和南部地区来的18人。在这里有11个男性和7个女性。上一年月平均工资为新台币元26,300。周围的受访者中有66.67%在服务行业工作。
B ．餐饮业中的台湾美食文化。
如附表1显示，在18名被访者中，66.67%认为夜市文化和饮食文化在代表着台湾美食文化。一半的受访者认为这是快餐文化。
C ．在餐饮业台湾美食文化消费过程的经验
表2总结了受访者在消费过程的台湾人美食文化经验，包括意义上，感觉、思考、
五．讨论和结论
本研究建立了创新学术理论概念的建设，在台湾餐饮业精美的食物文化和体验消费的统一。这研究也正试图穿越不相同科目的球体的饮食文化、消费者行为和体验营销的综合体。在台湾的餐厅工业，美食文化, 消费者经验概念定义的意义，在台湾为台湾美食研究提出餐饮业的时候, 应该会有帮助。 因此，本研究表明，在餐馆的提供产业里，发展和验证一个量化问卷为台湾美食文化体验消费，在未来的餐饮业，政府和企业家在台湾本土的美食文化有关的重要参考下制定的销售战略计划。
外文原文一：
Developing A Consumer Experience Conceptual Model for the Taiwanese Fine Food Culture in the Restaurant Industry
Abstract - Since the consumption style change, the Experience Economy era is
coming now in Taiwan. Taiwan is a paradise of the fine food and owns diversified dietary cultures. It becomes one of the most important dietary cultures in the world. In recent researches, there are few studies are done from the decision-making viewpoints of the consumers to explore their experiences and feelings towards the Taiwanese Fine Food Culture. Therefore, this study aims to explore the experiences and feelings of the consumers towards the Taiwanese fine food culture and attempt to develop a consumer experience conceptual model for the Taiwanese fine food culture in the restaurant industry. To reach the objectives of the research, this study uses qualitative analysis and interviews with eighteen consumers to collect data.This study found a new experience,“Value Experience”，which is included on consumption experience of the Taiwanese fine food culture besides the Schmitt (1999) experiential modules.
Keywords - Consumption experience, experiential modules, restaurant industry,
Taiwanese fine food culture
I. INTRODUCTION
According to the statistics from Taiwan Tourism Bureau Ministry of
Transportation and Communication in 2009, fifty-two percent of international tourists indicated their visiting purposes were sightseeing and eating Taiwanese “fine food”.Fine food was the major reason to attract the tourists coming to Taiwan. Taiwan is a paradise of the fine food and owns diversified dietary cultures. It becomes one of the most important dietary cultures in the world. The number of new immigrants is increasing recently. Taiwanese food has blended with the characters of South Asia food because of lots of foreign brides and labors coming from Thailand, Vietnam and Indonesia.
Since the consumption style change, the Experience Economy era is coming now in Taiwan. Schmitt Proposes the complete concept of “experiential marketing”,which means that creating the wonderful and wholesome consumer experience for the consumers and also creating the value added for the consumer.
The high economic growth in Taiwan has provided the people a higher level demand on the diet and also increased the people the contact opportunity of the fine diet culture. In recent years the Taiwanese fine food culture has received international gazes gradually. Understanding the conceptive meaning of consumer experience of the Taiwanese fine food culture in the Taiwanese restaurant industry is urgent, that is also the main motivation which this study wants to discuss. In addition, in the related researches on the Taiwanese dietary culture, most of them still emphasize different local dietary cultures and traveling experiences of food. However, there are few studies are done from the viewpoints of the consumers to explore their experiences and feelings towards the Taiwanese fine food culture in the restaurant industry. Meanwhile, there also have few related researches across domains of theTaiwanese fine food culture, the consumer behavior and the experience marketing in both domestic and oversea. That is another motivation for this study.
Based on the above research motivations, the objectives of this study are proposed as follows:
1) To organize the conceptual meaning of the Taiwanese fine food culture in the restaurant industry.
2) To develop a consumer experience conceptual model
for the Taiwanese fine food culture in the restaurant industry.
II. LITERATURE REVIEW
The theoretical meaning of the consumption experience of the Taiwanese fine
food culture is belongs to one kind of consumption behavior processes including the entire consumption to experience and savor the diet. The Taiwanese fine food has the multicultural distinctive quality in the world. In recent years in the diet culture, esthetics art, the tourism and leisure, the experience marketing and related research areas have become emerging and are important research subjects. Therefore, this study will discuss the related literatures “Taiwanese fine food culture in the restaurant industry”and “consumption experience”as follows:
A. Taiwanese Fine Food Culture in the Restaurant Industry
Scarpato thinks that fine food (gastronomy) has two kinds of annotations. The first one puts it briefly is“enjoy the best food and the drink”which is likely “the Delicious art”(the art of good eating).Another explanation is that it may reflect the cooking and food. Tellström, Gustafasson, and Mossberg think that the fine food is one kind of native culture foundation which is similar to the part of the region cultural heritage. But according to the definition from Taiwan Ministry of Economic Affairs, it defines the Taiwanese fine food as“the tea and drinks，the snack, the ingredients, and the die that commonly found in various traditions in Taiwan fusing with the foreign culture or the food materials”
The culture is one kind of the characteristics of the society which has many behaviors related, including the preferences of food, the dress, the language, the family structure and the common joint with the regions. Long stated that the culture represents the race and the national identifications. Food is the most that can reflect the differences between the different cultures.
From the above the review of literatures, this study defines the Taiwanese fine food culture as one kind of fine food culture innovation system which is developed by the foundation of the tea and drinks, the snack, the ingredients, and the diets that commonly found in various traditions in Taiwan and fuse with the various country diets, customs and cultures. Fusing Taiwanese native fine food and multi-dimensional fine food cultures helps to decide the way of dining and the degree of the fondness. The linkage of the fine food and the characteristics of the regional culture also help to develop the entirely different Taiwanese fine food culture.
B. Consumption Experience
The formation of the experience is related to the external stimulation, the experience motives of the consumer, the anticipated experience and so on. In recent years, some scholars believe that experience is not only the satisfactions of the consumer which is not the single item appraisal, it even is also a complex process, which contains many variables influencing experiences, and the development of the experience will continue . Williams applies the 3Fs in the hospitality industry and discovers that the creativity experience design is the core competencies which the hospitality industry cannot lack. Gentile, Spiller, and Noci think that the customer experiences contain six factors: the sense organs, the feelings, the cognition, the practice, the life state, and the relations.
Schmitt reveals that the consumption is a threestage process, which is composed of the stimulation, the process, and the result. Therefore, to provide the restaurants that serve the Taiwanese fine food primarily, the main point should be emphasized its whole service satisfaction during the dining. It is also the entrepreneur take seriously to give the feeling and experience of the consumers during “the service process”.
Based on the above discussion, from the angle of consumption experience, it may induce the consumption experience during “the service process”. Based on the above discussion, from the angle of Consumption experience, it may induce the consumption Experience is one kind of “the stage-like process”. Therefore, this study carries on the consumption experience from the viewpoint of the consumer for the experience process of the Taiwanese fine food. It is divided into three stages: perceived process experience, consequences of experience, and post-experience response. In the discussion of the Taiwanese fine food culture from the viewpoint of consumption experience the main point is how to put the essential factors of the experience like cognition, emotion, social relations and the behavior response into the consumption process and point out that which one is the key point can let the consumer feel the consumption experience in the Taiwanese fine food culture to be able to promote the service quality in the restaurant industry or related industries the degree of consumer satisfaction, and the loyalty of the consumer. These are the primary reasons of the points in this study to use the idea of consumption experience.
III. RESEARCH METHODS AND DATA COLLECTION
Most of the researches on the dietary cultures mainlyuse qualitative research method. Therefore, this study applies qualitative analysis to explore the consumption experiences of the consumers towards the Taiwanese fine food culture and develop a consumer experience conceptual model for the Taiwanese fine food culture in the restaurant industry.
This study uses ATLAS.ti software to analyze the data. The recorded data were transcribed prior to the analysis stage. Based on the above literature reviews, the researchers organize the conceptual connation and use them to develop a coding theme.
IV.RESULTS
The following sections address the findings from interviews with consumers.
A. Demographic Information
The schedule for the interviews was from January fourteenth to twenty-sixth of 2010. The total number of the interviewees is 18 persons who come from the north, the middle and south areas. There are 11 males and 7 females. The average monthly salary is NT$26,300. Around 66.67 percent of the interviewees are working in the service industry.
B. Connation of Taiwanese Fine Food Culture in the Restaurant Industry
As Table 1 shown, among the eighteen interviewees, 66.67 percent of them think that night market culture and catering culture are the representatives among the Taiwanese fine food culture. Half of the interviewees think that is snack culture.
C. Experiences in the Consuming Process of the Taiwanese Fine Food Culture in the Restaurant Industry
Table 2 summarizes the experiences of the interviewees in the consuming process of the Taiwanese Fine Food Culture, which include sense, feel, think, act and relate experiences.
TABLE 2
EXPERIENCES IN THE CONSUMING PROCESS OF THE TAIWANESE FINE
FOOD CULTURE