探討地區性特色飲食推廣影響因素暨推廣策略之研究

The Research of Discussing the influencing factors and promotion strategies for Regional characteristic dietary

陳碩菲(Shou-Fei Chen) ； 徐郁倫(Yu-Lun Hsu) ； 彭一峰(I-Fong Pong)

《運動與遊憩評論》 10期 (2022/01) Pp. 30-50

摘要

台灣地區特色美食種類多元，其中包含了過往的文化傳承下所延續的飲食型態，其中彰化地區的特色美食以「炕肉飯」最聚焦，因此，本研究所探討影響消費者選擇彰化地區美食以炕肉飯為主的相關因素，推論地方特色美食形成全民美食的影響因素。本研究採用文獻探討及修正式德菲法找出影響地區美食的消費因素，包含三大主要構面與九項次要構面，再使用層級分析法來進行消費者問卷調查，逐次進行各項評估準則之權重分析、一致性檢定及排序。經層級分析法後發現「飲食吸引力」是影響消費者選擇地區美食的首要關鍵因素，接著是「價格與服務」，最後才是「地方依附」。而次要構面的相關權重依序為（1）份量與口感、（2）食材新鮮度、（3）食物氣味、（4）消費價格、（5）距離與位置、（6）服務態度、（7）出菜速度、（8）用餐環境及（9）宣傳與推薦。在飲食吸引力主要準則中的3項次要準則，囊括了整體權重排名第一到第三，顯現食物的滿意度還是主要消費的因素。研究結果顯示地區美食具有氣味、份量、口感、價格等優良的飲食條件，很有機會推廣成為全民美食，其有賴政府及相關業者共同努力。

關鍵字

地區美食 ； 地方依附 ； 飲食吸引力 ； 修正式德菲法 ； 層級分析法

並列摘要

There are various types of food in Taiwan, including the food patterns that have been inherited from the past cultural heritage. Among them, the special food in Changhua area is most focused on ＂Braised pork Rice＂. Therefore, this study aims at the influence of consumers' choice of food in Changhua area. Based on the relevant factors of braised pork Rice, it is inferred that the influencing factors transforming from local to national. This research seeks for the consumption factors by taking literature reviews and modified Delphi method including three main dimensions and nine sub-dimensions, and then takes the Analytic Hierarchy Process to conduct a consumer questionnaire survey and gradually evaluates weight analysis, consistency check and ranking of evaluation criteria It was found that ＂dietary attractiveness＂ is the first and key factor affecting consumers' choice of regional cuisine, followed by ＂price and service＂, and finally ＂local dependence＂. The relative of the secondary dimensions are (1) quantity and taste, (2) freshness of ingredients, (3) food smell, (4) price, (5) distance and location, (6) service attitude, (7) speed of delivery, (8) dining environment and (9) publicity and recommendation. The three secondary in the main criteria of dietary attractiveness include the first to third overall weights, showing that food satisfaction is still the main consumption factor. The results show that regional cuisine has excellent dietary conditions such as smell, weight, taste, price, etc., and high possibilities to be promoted as national cuisine, which depends on the joint efforts of the government and related industries.

並列關鍵字

regional cuisine ； local attachment ； dietary appeal ； modified Delphi method ； Analytic Hierarchy Process