Food Preferences on Holidays: Potential Chinese Tourists in Australia

美食的體驗好壞往往是影響遊客整體旅遊體驗好壞與否的非常重要的要素之一。本研究主要在探究中國潛在遊客到澳洲的飲食偏好。本研究應用了圖片情境的技巧以虛擬不同類型餐廳的情境，從高價位到速食等不同等級的餐廳情境。此法尚未被廣泛的應用在餐飲觀光方面的研究上，但Chadee and Mattsson (1996)建議此方法能使受訪者能更快速和容易了解餐廳的實際情境。每一受訪者被提供了十種到澳洲時所可能遇到的不同類型的餐廳，並請受訪者對會影響用餐體驗的八項餐廳屬性作評比。此研究發現，最受中國人喜愛的主要三種類型餐廳爲：美食廣場、當地高級西餐廳以及特殊風味餐廳。更值得注意的是，某一類型餐廳中，其中最吸引受訪者的餐廳屬性並非總是影響受訪者決定是否到該餐廳用餐的影響變數。此結果反應了管理者的認知和消費者的期待間有落差存在。研究結果建議管理者應同時重視會吸引消費者的重要餐廳因子和影響消費者最後決策的關鍵因子。

關鍵字

情境分析；飲食偏好；餐旅行銷

並列摘要

The food experience is usually one of the most substantial components for a good travel experience. This study was undertaken to better understand the food preferences of potential Chinese visitors to Australia. The study employed pictorial images as well as brief descriptions to simulate different restaurant scenarios. Ten different types of restaurants were presented to respondents based on a range of price levels, food styles covering the spectrum from the high quality restaurant to the local fast food outlet. This method has not been utilized much in food tourism but it helps respondents to understand dining situations with intangible variables. Respondents were asked to rate the appeal and influence of each restaurant on eight attributes The findings indicated that the most popular dining outlet would be the food court, followed by the local high-level and the authentic style restaurants. The results also showed that the most appealing factor of a particular restaurant was not necessarily the factor, which would influence the potential tourist's final dining decision. It implies that there is a gap between what suppliers provide and what consumers expect. It suggests that management should not only pay attention to the most appealing attributes of their restaurant but also the attributes that actually influence diners' final dining choice.

並列關鍵字

Scenario survey ； food preferences ； hospitality marketing

參考文獻

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