日本旅客在台餐飲消費體驗之研究

The Dining Experience of Japanese Tourists in Taiwan

劉元安(Anna Yuan-An Liu) ； 詹佩文(Pei-Wen Chan) ； 蘇文瑜(Wen-Yu Su)

《觀光旅遊研究學刊》 3卷1期 (2008/09) Pp. 91-121

https://doi.org/10.29689/JTTR.200809.0005

摘要

日本旅客不僅是台灣的主要觀光市場，更是全球海外旅遊的主要觀光市場，在全球的海外國際旅遊成長最為迅速，而且已成為亞洲地區國際旅遊的領導者。在吸引日本旅客來台的因素當中，「菜餚」居於首位，相關研究指出日本旅客對旅遊過程中餐飲之獲得相當重視。瞭解旅客的需求，才能設計符合旅客需求的產品，使旅客因滿意而一再地重遊，乃為任一觀光目的地的重要課題，因此對日本旅客在台旅遊期間的餐飲消費體驗的研究是有其必要性。本研究為探討餐飲消費體驗分別對整體旅遊體驗及旅遊行為意圖二者之影響，因此利用訪談以及問卷調查來進行研究調查，並以迴歸分析來檢測該影響關係。分析結果顯示，日本來台旅客的餐飲消費體驗確實會影響其整體旅遊體驗以及旅遊行為意圖。本研究結果在學術上能提供予後續研究作為參考，在實務上供台灣餐飲業者、管理者或政府單位作為旅遊目的地行銷之策略參考。

關鍵字

日本來台旅客 ； 餐飲消費體驗 ； 整體旅遊體驗 ； 旅遊行為意圖

並列摘要

Japan is not only recognized as Asia's leading generator of international tourism, but also expected to continue its rapid growth in the near future. When visiting Taiwan, Japanese tourists consider ”Chinese cuisine” as the number one attraction for them to plan the travel, as they prefer tasting food as a tourism activity. The present study aims to explore what the meaning of dining experience in Taiwan is to the Japanese tourist, as well as its consequences. An in-depth interview with Japanese tourists and a questionnaire survey are applied. According to the data analysis, six factors of dining experiences are extracted, among which ”cuisine variety and quality” carries the highest factor loading. The satisfaction of dining experience in tourism of Japanese tourists has a significant impact on both the satisfaction of holistic experience and the possibility of travel behavioral intentions. More implications were discussed.

並列關鍵字

Japanese Tourist ； Dining Experience ； Holistic Travel Experience ； Travel Behavioral Intentions