慢食力－以方法目的鏈探討慢食節遊客價值意涵

慢食節是慢食旅遊的重要行銷方法，亦有其對永續旅遊發展之貢獻。先前雖有慢食節相關研究，但針對慢食節遊客價值建構過程仍有待調查。因此，本研究以方法目的鏈理論為基礎，深度訪談70位參與臺東慢食節－「有種餐桌」的遊客，運用內容分析法分析遊客訪談資料之「屬性－結果－價值」鍵結。研究結果發現，環保餐具、特色飲食及環境氛圍為重要性；環境友善、在地獨特性及悠閒放鬆是重要結果；環境反思、認同支持與歡樂溫馨為重要值。有7條主要價值階層鏈結，無論首次或重遊遊客，都能感受慢食主要訴求的核心價值，但重遊者有更多元的體驗與價值。本研究之「屬性－結果－價值」鍵結結果，有助於慢食節之學術研究與慢食節舉辦實務上之參考。

關鍵字

慢食；價值；方法目的鏈；飲食節慶

並列摘要

Slow food festival is an important way to promote the concept of the Slow Food, a marketing method for slow food tourism, and contribute to the development of sustainable tourism. There have been previous studies related to slow food and slow food festivals, but the process of value construction for slow food festival visitors still needs to be investigated. This study examines the "attribute - consequence - value" hierarchical linkages of data from in-depth interviews with 70 visitors who participated in the Taitung Slow Food Festival. The results found that environmentally friendly tableware, specialty cuisine and ambient atmosphere were important attributes; environment friendly, local uniqueness, and leisurely relaxation were important consequences; environmental reflection, identity/support, and joy/warmth were important value pursuits. There are 7 main value hierarchy links. Both first-time and revisiting visitors can recognize the characteristics and value implications of slow food, but revisiting visitors have more diverse experiences and values. The "attribute-consequence-value" link of this study is helpful for academic study and practical reference for Slow Food festivals.

並列關鍵字

slow food ； value ； means-end chain ； food festival

參考文獻

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