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<p>This study aimed to investigate how different levels of perceived naturalness of outdoor restaurant environments impact emotional experiences, landscape preferences, dining satisfaction, and willingness to pay a higher price. Focusing on outdoor restaurants in Maokong, Taiwan, immersive virtual reality simulations were performed, with the unique local tea serving as the core of the dining experience. The results indicate that dining environments combining natural elements with artificial structures enhance emotional responses and landscape preferences, leading to higher dining satisfaction and increased willingness to pay. These findings suggest that incorporating natural materials in the design of tea restaurants not only improves the dining atmosphere but also elevates the perception of the tea’s flavor and the overall customer satisfaction. It is recommended that outdoor restaurants focus on creating environments that evoke positive emotions through thoughtful integration of natural and manmade features, ultimately enhancing both the dining experience and business outcomes.</p>

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Comparing tea-drinking experiences in virtual outdoor landscape restaurants with different levels of perceived environmental naturalness

  • 期刊论文

  • 发表日期：

    2025年6月5日

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  • Pei-Lun Sun,
  • Yeqiang Kevin Lin,
  • Po-Ju Chang

摘要

This study aimed to investigate how different levels of perceived naturalness of outdoor restaurant environments impact emotional experiences, landscape preferences, dining satisfaction, and willingness to pay a higher price. Focusing on outdoor restaurants in Maokong, Taiwan, immersive virtual reality simulations were performed, with the unique local tea serving as the core of the dining experience. The results indicate that dining environments combining natural elements with artificial structures enhance emotional responses and landscape preferences, leading to higher dining satisfaction and increased willingness to pay. These findings suggest that incorporating natural materials in the design of tea restaurants not only improves the dining atmosphere but also elevates the perception of the tea’s flavor and the overall customer satisfaction. It is recommended that outdoor restaurants focus on creating environments that evoke positive emotions through thoughtful integration of natural and manmade features, ultimately enhancing both the dining experience and business outcomes.