驅新者與恐新者對餐飲觀光影響關係模式之研究

The Relationship Model of Food and Beverage Tourism to Neophylic and Neophobic Tourists

曾慈慧(Tzu-Hui Tseng) ； 沈進成(Ching-Cheng Shen)

《運動休閒餐旅研究》 3卷2期 (2008/06) Pp. 23-52

https://doi.org/10.29429/JSLHR.200806_3(2).02

摘要

餐飲觀光(Food and beverage tourism)被認爲是種展示當地產物以及刺激觀光需求的方法，也是觀光客體驗的重要內容，顯示餐飲與觀光間的連結是重要。本研究以餐飲觀光影響關係爲研究主題，以驅新者與恐新者之遊客類型爲干擾變項，來建構旅遊動機、餐飲消費阻礙、餐飲選擇因素、餐飲吸引力、旅遊滿意度及忠誠度影響關係模式，並以前往苗栗南庄鄉遊客爲實證研究對象，研究結果顯示：(1)由結構方程式模型可以看出，旅遊動機對於餐飲的吸引力有顯著正向影響，顯示對於休閒認知越高及深度旅遊者，也比較願意嚐試農村的餐飲。(2)餐飲消費阻礙對於餐飲吸引力是負向影響，餐飲消費阻礙的構面大部分來自於設備與口味，顯示乾淨又好吃的農村餐飲才能創造餐飲的吸引力。(3)餐飲選擇因素對於餐飲吸引力也有顯著正向影響，特別的餐飲材料與口味及清楚的價格標示與高格調，對於餐飲才有吸引力。(4)當餐飲吸引力越高時，同時對於旅遊的滿意度亦有正向影響，而旅遊的滿意度對於忠誠度也是顯著正向影響。(5)恐新者對餐飲消費阻礙有正向干擾效果，對餐飲吸引力有負向干擾效果，顯示滿足恐新者的飲食需求的重要性。(6)以驅新者爲干擾變數，有降低餐飲消費阻與增加餐飲吸引力的影響效果，但影響效果不顯著。(7)恐新者對餐飲消費阻礙與餐飲吸引力的影響效果大於驅新者，餐飲業者在提供餐飲時，更應考慮降低恐新者的餐飲阻礙。(8)以驅新者與恐新者爲干擾變數，會降低餐飲消費阻對餐飲吸引力的負向影響效果，顯示觀光導向的餐飲業者出現，提供恐新者遊客熟悉的食物，同時也使新食物更吸引驅新者的重要性。

關鍵字

驅新者 ； 恐新者 ； 餐飲觀光 ； 餐飲阻礙 ； 南庄

並列摘要

Food and beverage tourism was recognized as one way to display local products and stimulated tourism, but also one kind of important experience to visitors, therefore the linkage between food and beverage tourism was also essential. This study was undertaken the topic of how food and beverage influenced tourism, which included Neophobic and Neophylic tourists’ type were the interference variables to construct the relationship model among the ”tourism motivation”, ”barrier of food and beverage consuming factors”, ”decision factor of food and beverage choosing”, ”attraction of food and beverage consumption”, ”travel satisfaction”, and ”the welling to revisit”. The tourists in Nanjhuang, Miaoli County were sampled for the empirical study. The results were obtained as followed: First of all, from the structure equation model, it appeared ”tourism motivation” had positive influence to ”the ”attraction of food and beverage consumption”, that demonstrated higher cognition on tourism to visitors and the depth tourist would more like to try the country food. Secondly, the ”barrier of food and beverage consumption” had negative influence to ”attraction of food and beverage consumption”. Most ”barrier of food and beverage consumption” factor loading was from the restaurant facilities and the taste of food, thus only clear and delicacy rural culinary food could create dining attraction. Thirdly, ”decision factor of food and beverage choosing” also had positive influence on ”attraction of food and beverage consumption”, that meant the culinary material, taste and unambiguous price and high-class setting were more attractive. Fourthly, the higher ”attraction of food and beverage consumption” could make higher ”travel satisfaction” of rural tourism, and it also could increase higher possibility of revisit. Fifthly, the Neophobic tourist had the positive influence to ”barrier of food and beverage consumption”, and had the negative influence to ”attraction of food and beverage consumption”, which revealed how important to satisfy Neophobic tourist's need was very important. Sixthly, the negative influence of ”barrier of food and beverage consumption” was deceased, but ”attraction of food and beverage consumption” was increased by using Neophylic tourist as interference variable. Seventhly, the Neophobic tourist cause larger influence than Neophylic tourist on ”barrier of food and beverage consumption” and ”attraction of food and beverage consumption”. Finally, in this study we found when using Neophobic and Neophylic as interference variable will decrease the negative “barrier of food and beverage consumption” on ”attraction of food and beverage consumption”, which demonstrated the tourist-oriented food and beverage supplier emerged can provide Neophobic tourist familiar food and Neophylic exotic food.

並列關鍵字

Neophylic ； Neophobic ； Food and Beverage Tourism ； Barrier of Food and Beverage Choosing ； Nanjhuang

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