遊客參與飲食觀光之類型與行為之研究：以屏東黑鮪魚文化觀光季為例

The Research of ParticipateTypes and Behaviors of the Tourists on Food and Beverage Tourism: The case of Pingtung Bluefin-Tuna culture Tourism Festival

蕭丹瑋(Tan-wei Hsiao)

指導教授 ： 沈進成

國立高雄餐旅大學/餐旅學院/旅遊管理研究所/碩士(2007年)

https://doi.org/10.6825/NKUHT.2007.00007

摘要

餐飲一直是觀光歷程中重要的活動之一，隨著觀光活動的快速成長，飲食觀光 (food and beverage tourism) 被認為是展示當地產物及刺激觀光需求的方法。本研究根據文獻將遊客的飲食行為分為恐新者(Neophobic)和喜新者(Neophylic)。此外，將遊客旅遊屬性分為高峰型旅遊體驗 (peak touristic experience)及維生型旅遊體驗(supporting consumer experience)，本研究旨在探討喜新者和恐新者、高峰型經驗和維生型經驗等不同型態的遊客，在參與飲食觀光時其旅遊飲食動機、餐飲阻礙、餐飲吸引力、餐飲滿意度與忠誠度影響關係之間的關係，以屏東縣東港鎮品嚐黑鮪魚的遊客作為實證研究的對象。研究發現：旅遊飲食的動機與需求強度，確實會影響餐飲吸引力，而餐飲吸引力對忠誠度亦有很大影響。旅遊動機因素中的慕名美食、個人偏好的餐飲阻礙、餐飲滿意度因素中的物超所值、餐飲吸引力之健康價值、忠誠度因素中的重遊意願、口碑宣傳、推薦親友等彼此的關連性，顯示餐飲與觀光間的緊密關係。另外，恐新者的餐飲阻礙對餐飲滿意度和餐飲吸引力的負向影響高於喜新者；高峰型旅客的旅遊飲食動機對餐飲滿意度和餐飲吸引力的強度大於維生型的旅客。最後建議主管單位參酌本研究結論，俾便能擬定有助於目的地行銷之策略。

關鍵字

飲食觀光 ； 喜新 ； 恐新 ； 高峰型遊客體驗 ； 維生型消費體驗

並列摘要

Food and Beverage are one of important activities in the tourism process for long time. As the rapid growth of the tourism activity, the food and beverage tourism was being thought one way to display local products and stimulated tourism. Based on the documents, this research divides the food and beverage behaviors into two categories. One is the Neophobic. The other one is the Neophylic. Moreover, the visitor's travel attribute can be classified into two types. One is the peak touristic experience. The other one is the supporting consumer experience. The food and beverage effort from the different kinds of tourists is the topic of this research which discusses the difference between the food and beverage motivation, obstacle, satisfaction, attraction and royalty from the Neophylic and the Neophobic, the peck touristic experiences and the Supporting consumer experiences. Besides, seeing the visitors who come to Tong-gang Town, Ping-tung Country to taste the Bluefin-Tuna as the experiment reference, this research discovers the motive of Food and Beverage Tourism and intensity of demand, will really influence on food and beverage attraction, and food and beverage attraction really has very great influence on loyalty. Admiration for the food reputation and the food and beverage that individual partial towards, it worth to exceed of the food and beverage satisfaction, the health value of food and beverage attraction, the will to travel again of loyalty factor, public praise to propagate, recommend to the connecting with of closing between each other of relatives and friends, show the food and beverage and tourism the close relation between each other. In addition, the food and beverage constraints of the Neophobic is greater than Neophylic. The food and beverage motivation of the travel of peak touristic experiences is greater than Supporting consumer experiences.The results suggest marketing strategies for the destination’s administration.

並列關鍵字

Food and Beverage Tourism ； Neophylic ； Neophobic ； peck touristic experiences ； Supporting consumer experiences

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