| Summary: | 碩士 === 中國文化大學 === 觀光休閒事業管理研究所 === 93 === This research is composed of interviewing 7 Lien-Yuan Restaurants in Taoyuan county and 809 consumers by using questionnaires mainly targeting on understanding the spending, motives, satisfaction level, life styles of those consumers pay patronage to the Lien-Yuan restaurants, and also different lifestyles, and the consumers’ spending in Lien-Yuan restaurants. The researching result indicates that among the customers paying patronage to the Lien-Yuan during the summer, most are males, and the main age group ranges between 21~40 years old, and most of their education level is high school or vocational high school, and most reside in the northern Taiwan, with an average monthly family income of NT$30,000~40,000, most visit the Lien-Yuan by car with staying 2~4 hours in average, and most pay the patronage to Lien-Yuan once at most with average personal spending of NT$101~500, most dine in with family members or corporate colleagues, and the newspapers and TV are the customers’ major information sources.
The customers of Lien-Yuan are classified into enjoying life style, pragmatism style, and personalization style in which there are some differences among those styles. In the traveling motive, mental motive is more emphasized than physical motive. Among all mental motives, experiencing rural activities ranks the first priority. Among satisfaction level, dining satisfaction ranks the first, table serving ranks the second, but the site service ranks the last. Investigation among all Lien-Yuan locations shows that the satisfaction toward the mud houses and Energy Health Ranch is the highest.
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