이터테인먼트 개념을 적용한 이태리 레스토랑의 식공간 연출에 관한 연구 = A Study about Dining Space Design of Italian Restaurants that Apply Concept of Eatertainment

다국어 초록 (Multilingual Abstract)

A restaurant is the space not just simply for dining but for enjoying the atmosphere, as well as the space of communications for socible human networking and space through which the trend of the time can be lead. It is becoming not just a dining space but also a cultural space as the revitalization and variety of dining-out culture are combined with new concept and food. Therefore, it is the space that requires 'strategy' as a core element for attracting awareness of visitors.
'Eatertainment' is a compound of 'eat' and 'entertainment', namely, a concept that refers to the combination of 'eating and drinking' and 'entertainment'. Consumers of the modern times do not feel pleasure just from simply 'eating'. Eatertainment marketing is reflecting the desire of people for pleasure. In this study, eatertainment has been defined as 'having a pleasant recreation (or change of pace) through various cultural experiences and impressions at the dining space of store complex'. As a result of conducting case analysis through field observation research upon selecting 20 Italian restaurants that applied 'eatertainment', which is a combination of entertainment and dining space, five common concepts have been discovered as strategic plan of gathering that affect the differentiation from other restaurants and the management improvement and sales increase.
First, as a multi-space with individuality and great sense, complex cultural space is a restaurant in which various space styles coexist and dining and pleasure can be enjoyed simultaneously. It is seeking mutual synergy effect by providing complex functions such as entertainment.
Second, gallery restaurant is a space with added value and pictures and entertainment can be enjoyed, felt and experienced, and the customers can enjoy the luxury of as if enjoying their meal right in the middle of a gallery. It has a sense of stability as a space in which people can take rest while enjoying food, and it is an element with the potential of expansion as an alternative for development and growth.
Third, live performance restaurant is a space that provides entertainment elements through the provision of special performance, event, music, etc. and a space for recharging energy of the lives of customers. It is an element that can be differentiated from the existing restaurants. It is a restaurant in which dining and fun can be enjoyed simultaneously and satisfying the five senses through experience is possible.
Fourth, book cafe restaurant is a space in which book cafe concept coexists through the information of finding the clue for satisfying variety of customers, and it can be seen that the effort for communication with customers is needed. It needs to take into account the environment in which customers can easily come in contact with books, instead of a simple interior element or differentiation element, and where wireless Internet is possible, and the convenience as a space in which a customer can take rest while enjoying food by oneself is considered.
Fifth, it can be said that wine related restaurant is an element with growth potential through the interior element of wine cave shape and the provision of entertainment element by providing special performance, event and music as an opportunity to encounter new image through special space experience.
Visual Merchandising(VMD) is a strategy of systematizing the store image by visual presentation it as an alternative for eatertainment-based dining space display with business competitive power. It can be said that VMD is a strategic activity of making customer marketing smooth by systematizing the concept and image sought by the restaurant. Actively implementing VMD in restaurant has the advantages of enhancing the image of the store and product, providing pleasurable dining out atmosphere, realizing differentiation with competing stores and creating efficient store. Arranging the dining space with individuality and uniqueness can bring forth bigger customer satisfaction and word-of-mouth effect.
'Eatertainment' needs to have cultural exchange and providing pleasure through interactive communication experience. These elements act as the driving force of vitalizing space while having different methods of expression. In addition, they allow the consumers to reminisce about the space and provide the reason for revisit. The theme of eatertainment space is positive energy such as interest, pleasure and local community formation, and it seeks unique and original space through which the individuality of having understood the disposition of customers. To bring forth great dining and mood in dining space, it is seen that the development of eatertainment element needs to be sought in multiple directions for it to draw in the consumers through strong spell and force by combining with the changing trend.
It can be said that the meaning of this study is in the fact that it provided a theoretical frame through which eatertainment concept could be more systematically interpreted as the information for finding the clue for satisfying variety of customers for Italian restaurant managers or marketers, and the fact that it provided useful marketing information in establishing customer assurance strategy and differentiation strategy of Italian restaurants and they can be used as basic information in more efficiently management the restaurant.

목차 (Table of Contents)

• 제 1 장 서 론 = 1
• 제 1 절 연구의 배경 및 목적 = 1
• 1. 연구의 배경 = 1
• 2. 연구의 목적 = 4
• 제 2 절 연구의 방법 및 구성 = 4
• 1. 연구의 방법 = 4
• 2. 연구의 구성 = 5
• 제 2 장 이론적 배경 = 7
• 제 1 절 외식의 최근 트렌드 = 7
• 제 2 절 이터테인먼트 = 12
• 1. 이터테인먼트의 개념 = 12
• 2. 이터테인먼트의 도입배경 = 14
• 3. 이터테인먼트 식공간연출 = 19
• 제 3 절 이태리 레스토랑 = 21
• 1. 레스토랑의 개념 = 21
• 2. 이태리 레스토랑 = 24
• 3. 이태리 레스토랑의 종류 = 26
• 제 4 절 식공간 연출 = 27
• 1. 레스토랑의 분위기 = 27
• 2. 식공간 = 36
• 3. 식공간 연출 및 테이블코디네이션 = 37
• 제 5 절 선행연구 = 52
• 1. 이터테인먼트 = 52
• 2. 레스토랑의 분위기 = 53
• 3. 식공간 = 57
• 제 3 장 연구의 설계 및 분석 = 58
• 제 1 절 연구설계 = 58
• 1. 연구설계 = 58
• 2. 조사대상의 선정 = 58
• 제 2 절 분석방법 = 60
• 1. 변수의 조작적 정의 = 60
• 2. 조사방법 및 분석방법 = 64
• 제 4 장 연구 결과 = 66
• 제 1 절 일반적인 특성 = 66
• 1. 레스토랑의 분위기(식공간 분위기) = 66
• 2. 레스토랑의 분위기(종업원의 서비스) = 67
• 제 2 절 이터테인먼트 적용요소 = 68
• 제 3 절 이터테인먼트 적용 이태리 레스토랑 사례 = 76
• 1. 사례 1 (‘그안에 스케치북’) = 76
• 2. 사례 2 (‘부엌과 서재사이’) = 77
• 3. 사례 3 (‘식물감각’) = 78
• 4. 사례 4 (‘10 Corso Como Seoul’) = 79
• 5. 사례 5 (‘Antonio’) = 80
• 6. 사례 6 (‘Cook’n Heim’) = 81
• 7. 사례 7 (‘Duomo Books & Cooks’) = 82
• 8. 사례 8 (‘Gallery 101 Space’) = 83
• 9. 사례 9 (‘Gallery Hyun’) = 84
• 10. 사례 10 (‘La Cucina’) = 85
• 11. 사례 11 (‘La Grotta’) = 86
• 12. 사례 12 (‘Macaroni Market’) = 87
• 13. 사례 13 (‘Once In A Blue Moon’) = 88
• 14. 사례 14 (‘Ristorante Eo’) = 89
• 15. 사례 15 (‘The Soho’) = 90
• 16. 사례 16 (‘Urban Garden’) = 91
• 17. 사례 17 (‘Vin·ga’) = 92
• 18. 사례 18 (‘Villa Etwas’) = 93
• 19. 사례 19 (‘Villa Sortino’) = 94
• 20. 사례 20 (‘Waltz & Dr. Mahn’) = 95
• 제 4 절 연구 레스토랑의 식공간 연출과 테이블 데코레이션 = 96
• 1. 식공간 연출 = 96
• 2. 테이블 데코레이션 = 105
• 제 5 장 결론 = 110
• 제 1 절 연구결과의 요약 및 시사점 = 110
• 1. 연구결과의 요약 = 110
• 2. 시사점 = 112
• 참고문헌 = 117
• Abstract = 128