Developing a consumer experience conceptual model for the Taiwanese Fine Food Culture in the restaurant industry

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.