比較不同旅遊決策風格遊客的原住民飲食體驗、新奇感、障礙與重遊行爲意圖模式－以理性型與快樂型遊客爲例

A Comparison of Models of Food Experiences, Novelty, Barriers, and Revisiting Behavioral Intentions to Aboriginal Cuisine across Tourists with Decision-making Style: The Cases of Rational and Hedonic Tourists

林宗賢(Chung-Hsien Lin) ； 王乃玉(Nai-Yu Wang)

《戶外遊憩研究》 24卷2期 (2011/06) Pp. 51-74

https://doi.org/10.6130/JORS.2011.24(2)3

摘要

除了少數極有價值的飲食體驗概念性研究外，鮮少有實證研究了解飲食體驗及其前置變項對不同旅遊決策風格遊客重遊行爲意圖之影響。據此，本研究的目的爲比較理性型與快樂型旅遊決策風格遊客，其飲食體驗、重遊行爲意圖、新奇感、障礙所組成模式的差異。針對花蓮馬太鞍部落品嚐原住民飲食之現地遊客進行便利抽樣調查，在510份有效問卷中，322份符合研究目的進行資料分析。分析結果顯示，理性型遊客的飲食體驗同時受飲食新奇感與飲食障礙所影響，而快樂型遊客之飲食體驗則僅受到飲食新奇感的影響。研究成果的理論暗示爲刺激來源可爲了解遊客重遊行爲意圖的形成，且不同旅遊決策風格遊客飲食體驗之刺激來源不同，建議旅遊飲食相關業者，可針對不同旅遊決策風格遊客擬定不同原住民飲食體驗行銷策略。

關鍵字

刺激來源 ； 旅遊決策風格 ； 市場區隔 ； 飲食觀光

並列摘要

Except for a few valuable contributions to conceptual studies on food experience few empirical studies explore the effects of antecedents of food experience on various tourists' revisiting behavioral intensions. The purpose of this study is to compare a proposed model intergrating the relationships among tourist's food experience, novelty, barrier, and revisiting behavioral intension to aboriginal cuisine for tourists with decision-making style. A total of 510 tourists at Ma-Ti-An aboriginal destination in Hualein are administered an onsite questionnaire. Of these, 322 are used to analyize in this study. The results reveal that food experiences for rational tourists are affected by both novelty and barriers. Conversely, food experiences for hedonic tourists are only affected by novelty. The findings theoretically extend the insights into the role of stimulus source in the understandings of different decision-making style tourists' revisiting behavioral intentions. Practically, antecedents of food experience directing to the various tourists with decision-making style will be a more effective marketing strategy for aboriginal culinary tourism.

並列關鍵字

Stimulus source ； Tourists' decision-making styles ； Market segments ； Culinary tourism

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