團體觀光旅遊中飲食供應之研究－以來臺觀光客為例

A Study on Meal Supply in Group Travel - Using inbound tourists of Taiwan as an example

陳貴凰(Kaui-Hwang Chen) ； 張雅雯(Ya-Wen Chang) ； 林素貞(Su-Chen Lin)

《2013 中華飲食文化國際學術研討會論文集》 第13屆 (2013/10) Pp. 463-486

https://doi.org/10.6641/PICCFC.13.2013.13.27

摘要

本研究之主要目的是以觀光旅遊業者觀點切入，探討來臺觀光客團體旅遊行程中飲食規劃與供應的考量重點，進而提出建言。完成20位熟悉來臺團體觀光客飲食規劃或供應經驗專家訪談資料蒐集，經編碼歸類萃取出團體旅遊行程中飲食規劃與供應過程，包含：「地點選定」、「膳食計畫」與「供餐服務」三階段，考量重點由56個命題所組成，來臺團體觀光客午餐因涉及遊程動線，大多於選在景點附近餐廳用餐。熟悉觀光旅遊行程中飲食供應服務過程需求特性，具有精準上菜掌控、即時滿足需求與解決問題之餐飲業者較能獲得旅行業合作機會。團員人口屬性中居住地、年齡與宗教信仰，與旅遊屬性之團費餐標、旅遊目的、旅遊天數等是造成觀光旅遊行程中飲食供應內容差異之主因。本末並提出來臺團體觀光客旅遊行程中飲食規劃與供應管理建議，首先：在用餐「地點選定」時，旅行業應針對來臺觀光旅遊團體特性竭盡心力進行客製化規劃設計，慎選用餐地點讓來臺團體觀光客能夠感受到來臺灣食在好玩。其次，餐飲業進行來臺團體觀光旅遊「膳食計畫」，設計味覺之旅應突顯地方特色，重視和旅行業進退得宜之互動，進而攬客登門，並清楚自己供應能量以達百戰百勝。最後，提供難以忘懷色香味俱全的「供餐服務」，藉由在地特色文化融入美食出擊，輔之說菜服務來感動人心，刻畫來臺團體觀光客腦海中，賞美味話文化的臺灣記憶。

關鍵字

團體旅遊 ； 飲食供應 ； 食物消費 ； 來臺團體觀光客

並列摘要

This study used the perspective of travel agencies to explore key points in the planning and provision of meals for inbound tourists of Taiwan and provide suggestions for improvement. Interviews were conducted with 20 experts in the field of tour group meal planning to collect data. The data were then coded to define the three stages of meal planning and provision processes in group tours, which were defined as: selection of location, meal plan, and provision of service. The main points of consideration included 56 propositions. The lunches that are provided for tour groups are mostly located near tourist attractions, in consideration of the planned route. Restaurants that are familiar with the processes and characteristics of meal supply and service for tour groups, that can serve meals on time, and that are able to meet tourists' demands and solve problems promptly have a higher chance to be selected by the travel agencies for cooperation. The tourist attributes of residence area, age, and religious beliefs, as well as the travel attributes of tour cost, travel purpose, and travel duration, are the main factors for the differences of meal contents. This paper proposed a number of suggestions for the meal planning and management of tour groups in Taiwan. First, the travel industry should provide customized planning according to the characteristics of the tour groups and select proper restaurants that can provide good-quality meals, so that tourists can have a favorable impression of Taiwan. Second, the food and beverage (F&B) industry should cooperate with the travel industry to design cuisine tours of Taiwan that highlight the local features, solicit more customers, and balance the supply and demand of services. Third, the F&B industry should provide meal services that present the aroma and taste of the food, integrate local features in the cuisine, and use lively presentations to introduce the food, in order to create a unique Taiwan experience for inbound tourists.

並列關鍵字

Group travel ； Meal supply ； Food consumption ； Inbound tourists of Taiwan