國際旅客對泰國菜的看法、經驗和反應

A Study of International Tourists' Perceptions, Experiences,and Responses toward Thai Cuisine in Thailand

何暹羅(Siam, Yimbua)

指導教授 ： 林宜親

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2010年)

摘要

本研究主要觀點是調查國際旅客對泰國菜的看法、瞭解其經驗及回應。問卷發放以曼谷Kao San road之國際旅客為問卷發放對象，共發放300份問卷。問卷發放期間為2010年4月5日至4月10日，有效問卷為244份，有效回收率為81.3%。研究結果顯示泰國菜主要特色為辛辣、多種口味及味道的和諧度。此外，本研究也發現，有三個群體的對泰國菜的回應是以他的經驗為基礎；然而，這三個群體對泰國的泰國菜在看法及回應上並無顯著的差異。並對餐旅產業提出管理意涵及建議。

關鍵字

泰國菜 ； 國際旅客 ； 旅客看法 ； 旅客經驗 ； 旅客反應

並列摘要

The main objectives of this study are to investigate international tourists’ perception and to understand their experience and responses toward Thai cuisine in Thailand. A total of 300 questionnaires were distributed to international tourists who had Thai cuisine at Kao San road, Bangkok during April 5th to April 10th, 2010; and 244 questionnaires were collected, it is 81.3 percentages of all. The results showed that the main characteristics of Thai cuisine are hot and spicy, varied taste, and harmony of flavours. Additionally, in this study, there were three groups of respondents based on their experience about Thai cuisine. However, findings of this study showed that there were no significant differences in tourists’ perception and responses toward Thai cuisine in Thailand among these three different groups. Implications and suggestions for Thai restaurant businesses and the hospitality and tourism industry were discussed.

並列關鍵字

Thai cuisine ； international tourist ； tourist perception ； tourist dining experience ； tourist response

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