休閒農場遊客飲食消費動機之研究：兼論慢食之觀點

The Tourist Motivation to Consume Local Food in the Leisure Farm: A Perspective of Slow Food

掌慶琳(Janet Chang) ； 陳香吟(Siang-Yin Chen) ； 蔡振蒼(Chen-Tsang Tsai)

《餐旅暨觀光》 12卷1期 (2015/03) Pp. 23-50

https://doi.org/10.6572/JHT.12(4).2

摘要

近年來，休閒農業蓬勃發展，各地與各式休閒農場亦逐漸興起美食觀光與慢食之風潮，舉凡使用在地食材、減少食物哩程等作法日漸受國人重視。國內較少針對休閒農場作慢食相關研究，多為休閒農場體驗行銷、滿意度等研究，而慢食概念似乎會影響美食觀光之發展與觀光客之飲食消費行為，故本研究目的有二：(1)為瞭解休閒農場遊客對慢食概念的認知；(2)探討休閒農場遊客飲食消費動機與慢食之關係。本研究採用內容分析法，針對16位休閒農場的遊客進行深度訪談。經由訪談文本分析結果得知，遊客至休閒農場之用餐動機多為享受農場帶來的愉悅氛圍、怡人放鬆的環境、親切的服務態度與農場的獨特性。在慢食認知部份，遊客多數認為慢食是以緩慢步調及放鬆心情享受美食。

關鍵字

慢食 ； 美食觀光 ； 旅遊 ； 飲食動機

並列摘要

In recent years, the transportation infrastructure had been improved. The growing development of leisure and tourism contributes to the incubation of the gastronomy tourism and slow food in leisure farm, such as using local ingredients and the reduction of food mileage, etc. Although the concept of slow food started in Taiwan a few years ago, many people still have unclear idea about slow food. From relevant literatures, little research has been discussed in slow food. The purposes of this research are: (1) to understand the perceptions of slow food for tourists; (2) to find out the relationship between the motives of tourists' dining experiences and gastronomy tourism in leisure farms. This research intends to use content analysis, through in-depth interviews with sixteen tourists from the leisure farms. By analyzing the contents of transcribed texts of interviews, that many visitors perceive slow food is eating slowly, or that slow food is relaxing their mood to enjoy food. The dining motivations of leisure farm tourists are farm atmosphere, pleasant environment, friendly service attitude, and the uniqueness of farm. In the cognitive part of slow food, most tourists considered that slow food is enjoying the food at a slower pace and relaxing mood.

並列關鍵字

slow food ； culinary tourism ； sightseeing ； motivation ； food consumption

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