旅遊行程中飲食行為影響因素之探討－以陸客在高雄市六合夜市的飲食行為為例

近年來由於大陸地區的高度經濟成長率，使得該地區出國旅遊的人數急速地攀升，世界旅遊組織更預估2020年後中國將成為全世界第四大觀光客來源國家，是臺灣發展觀光產業不容忽視的現象。飲食行為在旅遊行程中一直是不容忽視的一環，優質的飲食條件對提升觀光產業是具有一定的影響力。本研究的目的是探討陸客在旅遊行程中飲食消費行為的表現，採用皮爾森相關及多元回歸等分析上具針對陸客對臺灣小吃的認識、對高雄六合夜市的印象、其顧客價值及在夜市中的飲食消費等進行研究；藉由解陸客對六合夜市的印象及消費，分析飲食條件在提升高雄地區觀光產業所具備之優勢與劣勢，進而作為改善的依據。

關鍵字

陸客；夜市印象；顧客價值；飲食消費行為

並列摘要

Since the mainland China's high economic growth rate in recent years, the number of people in this region traveling abroad is rapidly rising. According to this phenomenon, the World Tourism Organization predicts, after 2020, China will become the world's fourth largest source of tourists to countries. Therefore, to develop the tourism industry in Taiwan, the preferences and mode of consumption cannot be overlooked. Food consumption in the travel has been a part cannot be ignored. Accordingly, the quality of the diet conditions has a certain influence on enhancing the tourism industry. The purpose of this study is to investigate the performance of the mainland tourists eating behavior in travel. Tools including Pearson product-moment correlation and multiple regression analysis are used for analyzing knowledge of Taiwanese Cuisine, night market image, customer value and food behavior. Through this study, the advantages and disadvantages of diet condition for China tourists in LIOUHE tourist night market of Kaohsiung area are recognized, and provided as basis for further improvement.

並列關鍵字

China Tourist ； Night market Image ； Customer Value ； Food Behavior

國際替代計量

旅遊行程中飲食行為影響因素之探討－以陸客在高雄市六合夜市的飲食行為為例

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