城市飲食意象之比較－政府觀光資訊網之內容分析

A Comparison of the Food Image of Cities: Content Analysis of Government Tourism Websites

洪維勵(Wei-Li Hung) ； 林琍華(Li-Haung Lin) ； 掌慶琳(Janet C. Chang)

《餐旅暨觀光》 9卷2期 (2012/06) Pp. 55-71

https://doi.org/10.6572/JHT.9(2).1

摘要

意象為影響觀光客目的地選擇之重要因子，而研究顯示，地方美食可以強化觀光客對當地的整體意象。近年來，許多縣市政府致力於美食觀光推廣，因此，本研究擬探討城市飲食意象。本研究採內容分析法，針對選定之地方政府－基隆市、台中市與台南市－的觀光資訊網站進行分析。內容分析結果顯示，基隆市的飲食推廣著重於廟口小吃與新鮮海產，台中市呈現國際化的飲食風格，夜市與美食商圈多，而台南市網站則提供最多的飲食相關資訊，且許多美食冠上當地地名，呈現獨特的飲食意象。基隆市與台南市所呈現的飲食意象大致與其推廣策略一致，但台中市的部份美食推廣主軸如糕餅，則未於網站中突顯。整體來說，三城市皆未善用網路媒體的優勢，建議地方政府應更重視網路行銷，以及網站內容與觀光推廣政策的連結。

關鍵字

飲食意象 ； 推廣策略 ； 觀光資訊網 ； 內容分析

並列摘要

The study aims to identify the food image of Keelung, Taichung, and Tainan by analyzing the contents of the government official tourism websites, as well as to examine whether the image revealed from the websites is consistent with their tourism promotion strategy indicated in the master plan. The results show that Keelung emphasized MiaoKou night market and its fresh seafood, while Taichung revealed an international style food image. Its website showed diverse food-related activities, and a variety of night markets and shopping areas. The tourism website of Tainan provided comprehensive information on food-related activities, traditional refreshments, and local food products. In addition, many of its food product were connected with the names of places, which showed the unique food image of Tainan. The food image of Keelung and Tainan presented on the websites were mostly consistent with their promotion strategy. However, the tourism website of Taichung City did not stress the image of night market snacks and traditional cakes that were supposed to promote. All the selected websites did not make good use of the advantages of internet. The study suggests that local government should pay more attention on internet marketing, and the consistency of the websites contents and its tourism policy.

並列關鍵字

food image ； promotion strategy ； tourism websites ； content analysis

參考文獻

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