溫泉旅館遊客美食消費動機與幸福感之關係：兼論趨新飲食傾向之調節效果

臺灣擁有豐富溫泉資源，前往溫泉區泡湯並且享用美食已然成為一種新奇的體驗。本研究以臺南關子嶺做為研究範圍，探討溫泉旅館遊客美食消費動機與幸福感之關係，並以趨新飲食傾向做為調節變數，探討其對前揭關係之調節效果。本研究採立意抽樣，針對一年內曾去關子嶺溫泉區消費且年滿18歲以上之遊客進行問卷發放。結果顯示遊客美食消費動機正向影響幸福感，此外，趨新飲食對於美食消費動機與幸福感之關係具有調節效果。本研究亦依研究結果提出具體之建議，以供溫泉旅館業者及相關餐飲業者，做為日後行銷管理之參考。

關鍵字

溫泉旅館；消費動機；幸福感；趨新飲食

並列摘要

Taiwan has rich hot spring resources. To experience hot spring and taste gourmet at the hot spring area is a growing prosperity. The main objective of this study is to explore the relationship among food consumption motivation, well-being and food neophilic of tourists at hot spring area. The purposive sampling is adopted in this study. Tourists whose age are 18 years and older and have experienced in the Guanziling hot spring area within the past year are research objects. The results show that food consumption motivation of tourists has positive effect on well-being. The food neophilic has the moderation effect to the relationship between food consumption motivation and well-being. According to the results of the study, specific recommendations for the hot spring hotel industry and related catering industry are made as references for future marketing management.

並列關鍵字

hot spring hotel ； consumption motivation ； well-being ； food neophilic

參考文獻

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溫泉旅館遊客美食消費動機與幸福感之關係：兼論趨新飲食傾向之調節效果

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