穆斯林觀光客對台灣之飲食意象

Taiwan's food image as a tourist destination - in the perspectives of Muslim tourists

楊增華(Tzeng-Hua Yang) ； 古青青(Kusmartin-Christa Yolanda) ； 黃美達(Metta Wimala) ； 鄭博允(Bo-Yun Cheng) ； 郭維楨(Wei-Geng Kuek) ； 陳奕慈(Yi-Tze Chen) ； 具到映(Do-Young Koo)

《島嶼觀光研究》 13卷3期 (2021/05) Pp. 19-47

摘要

全球穆斯林人數達18億，是台灣正積極爭取的觀光客源，然伊斯蘭教有其宗教規範及飲食禁忌，穆斯林旅客到台灣旅遊後，對於台灣之飲食意象為何？有必要加以瞭解，以做為穆斯林觀光發展之依據。本研究對曾至台灣旅遊之印尼穆斯林發放網路英文問卷，共獲得251份有效問卷，據以計算受訪者所回覆文句之關鍵字出現頻率，以及探討所體驗到的台灣飲食意象。分析發現，受訪者有台灣餐飲常含有豬肉／豬油之整體意象，也對台灣餐飲之美味與味道清淡有深刻印象。在心理意象部分，除了夜市人潮擁擠，以及焦慮台灣飲食經常含有豬肉／豬油之負面意象外，受訪者另有快樂、美味、有趣、熱鬧、清潔、享受等正面意象。在獨特意象部分，珍珠奶茶、臭豆腐、牛肉麵、炸雞排、及芒果冰為受訪者最感獨特之台灣餐飲。研究建議政府部門及觀光業者應注意，台灣早有伊斯蘭教及清真飲食存在，並有素食等多樣化餐飲可滿足穆斯林飲食需求，須強化穆斯林飲食資訊的提供，便利穆斯林旅客選擇適宜的餐飲與用餐餐廳。

關鍵字

伊斯蘭觀光 ； 宗教觀光 ； 清真食品認證 ； 食饗觀光 ； 穆斯林飲食

並列摘要

The world population of Muslim people has reached 1.8 billion, and Muslim tourism is a vital market for Taiwan. However, Muslims have their religious norms and dietary needs. It is essential to understand Muslims' culinary image after visiting Taiwan in order to successfully develop the Muslim tourism market. An online survey in English of this study was distributed and 251 valid questionnaires were collected from Indonesian Muslims who have previously visited Taiwan. An analysis was conducted by calculating the frequency of keywords from obtained text. The results showed that respondents had a holistic image that Taiwanese food often contains pork/lard as cooking ingredients. Respondents were also impressed by the lightly seasoned yet delicious food in Taiwan. In the psychological image section, respondents expressed negative impressions of crowded night markets and concerns for food containing pork/lard. In contrast, they conveyed a positive impression of happiness, deliciousness, liveliness, fun, and cleanliness toward Taiwanese food. In the unique image section, respondents indicated bubble tea, stinky tofu, beef noodles soup, fried chicken fillet, and mango shaved ice were the most unique food and beverages in Taiwan. The results suggest Taiwanese government authorities and tourism industries should pay more attention to the fact that Islam and halal diets have long existed in Taiwan. In addition, there are diversified meals such as vegetarian food that can meet Islamic dietary needs. The provision of Muslim dietary information should be strengthened in order to facilitate Muslim tourists to choose food and restaurants.

並列關鍵字

Islamic tourism ； Religious tourism ； Halal certification ； Gastronomic tourism ； Muslim dietary culture

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