| URN | etd-0828124-121410 | Statistics | This thesis had been viewed 52 times. Download 6 times. |
| Author | Chiao-yun Tseng | ||
| Author's Email Address | aa0989619128@gmail.com | ||
| Department | Institute of Industrial Management | ||
| Year | 2023 | Semester | 2 |
| Degree | Master | Type of Document | Master's Thesis |
| Language | zh-TW.Big5 Chinese | Page Count | 82 |
| Title | Exploring the Marketing Differences of Restaurants Stores Duing the Pandemic Poriod: A Case Study of B Restaurant and Bar |
||
| Keyword | |||
| Abstract | Since the first reported case of COVID-19 in Wuhan, China, in December 2019, the pandemic has rapidly spread globally starting in 2020, significantly affecting various industries and greatly impacting the daily lives of the general public. This study aims to focus on the restaurant industry, specifically on restaurants and bars (gastropubs), by comparing the operational development and pandemic prevention measures of those located inside department stores versus those outside during the pandemic period. The study utilizes sales data, types of sales, customer visits, pivot analyses, and interviews to examine the variables affecting these establishments during the pandemic period from July 2020 to June 2022 and the gradual reopening period from July 2022 to December 2023. These variables include the number of confirmed COVID-19 cases in New Taipei City, the number of tourists visiting Taiwan, changes in consumer behavior, and the implementation of preventive measures. The study investigates the correlations and causal relationships between these variables and the revenue of the establishments, thereby exploring the differences in marketing between department store-based and non-department store-based gastropubs and providing managerial implications. The results indicate that due to stricter preventive measures in department stores, their marketing performance and customer visits were lower compared to non-department store establishments during the pandemic. However, post-pandemic, department store-based gastropubs showed higher marketing performance and customer visits compared to their non-department store counterparts. These findings can provide practical recommendations for gastropubs in managing their operations during future pandemics. Keywords: Departmental and Non-Departmental Marketing, Restaurants and Pubs, Epidemic Risk Perception, Promotional Programs. |
||
| Advisor Committee | |||
| Files | indicate access worldwide | ||
| Date of Defense | 2024-07-22 | Date of Submission | 2024-08-28 |