潛在遊客參與美食節慶活動行為意圖之研究

A Study of Prospective Tourists' Behavioral Intentions toward Food Festivals

陳亮佑(Liang-You Chen) ； 林宜親(Yi-Chin Lin)

《觀光旅遊研究學刊》 8卷2期 (2013/12) Pp. 59-73

摘要

本研究主要探討潛在遊客參與台灣美食節慶活動的主要影響因素，於2012年4月至5月，針對台灣地區民眾進行施測，共回收396份有效問卷。研究樣本以21～30歲女性且從事服務業居多，大部份未曾參與美食節慶活動，未來最想參與屏東黑鮪魚文化季、台北牛肉麵節、和雲林咖啡節。研究結果顯示，美食節慶活動之「態度」、「主觀規範」、與「知覺行為控制」對「未來參與意圖」均有顯著正向之影響，其中旅遊資訊是影響參與美食節慶活動最重要因素之一，而花費金錢也是主要原因之一。本研究建議，觀光相關單位應提供完善的觀光資訊、交通網絡、和行銷策略，以吸引遊客參與地方美食節慶活動，促使遊客瞭解在地美食文化，以利發展永續的美食觀光。

關鍵字

美食節慶 ； 節慶活動 ； 潛在遊客 ； 計畫行為理論

並列摘要

The purpose of this study was to investigate the main factors influencing prospective tourists' behavioral intention toward food festivals, based on the Theory of Planned Behavior. The questionnaire was administered to prospective tourists from April to May of 2012 by using convenience sampling. A total of 396 valid responses were obtained. Results of this study found that the majority of participants of this study were female, aged 21 to 30, and with a job in the service industry. Most of the respondents did not participate in any food festival activity (70.7%). Among the 22 Taiwan food festivals listed by the Taiwan Tourism Bureau, respondents indicated that Pingtung Blue Fin Tuna Cultural Festival (43.4%), and the Taipei International Beef Noodle Festival (38.6%), Yunlin Coffee Festival (31.3%) were the most popular food festivals. Findings also indicated that respondents' attitudes, subjective norm, and perceived behavioral control toward food festivals have significantly positive effects on behavioral intentions of participating in food festivals. Respondents also indicated that the detailed tourism information about the food festivals is critical in determining whether to visit a food festival or not. Other important factors, such as convenient media information or sufficient money, may also affect tourists' behavioral intentions. Therefore, it is suggested that tourism relevant organizations should provide comprehensive tourism information and a convenient transpiration network in order to attract more tourists to local food festivals in understanding local food culture and fostering the development of sustainable food tourism.

並列關鍵字

food festival ； festival activity ； prospective tourist ； Theory of Planned Behavior