本研究主要探討大陸旅客來台灣旅遊對餐飲需求的相關因素,以及餐飲態度對行為意圖之影響。本研究採用便利抽樣法,分別於桃園中正國際機場與高雄小港機場間進行問卷資料蒐集,有效問卷共計398份,有效問卷回收率為54.15%。研究結果發現,大陸旅客來台旅遊對餐飲之需求因素可分為「生理與安全」、「歸屬與尊重」、和「自我實現」;並經由集群分析獲得「理性務實型」、「自信成就型」與「情感歸屬型」三群,此三群不同餐飲需求者對於餐飲態度有顯著差異。整體而言,大陸旅客對於推薦親朋好友來台灣旅遊及口碑推薦品嚐台灣餐飲(台灣菜餚)意願最高。此外,大陸旅客來台旅遊餐飲態度對「我會想再吃台灣餐飲(台灣菜餚)」的影響效果最大,其次為「我會推薦親朋好友來臺灣旅遊」、及「我會推薦親朋好友吃台灣的餐飲(台灣菜餚)」;即不同大陸旅客來台旅遊餐飲態度對於餐飲行為意圖具有正向顯著影響。最後,本研究提出未來研究建議,以及針對台灣接待大陸旅客之餐飲業和旅遊業提出相關建議。
This study was aimed to understand Chinese tourists’ needs, attitudes, and behavioral intentions for food and beverages in Taiwan. Convenience sampling method was used and the survey was conducted at CKS International Airport and Kaohsiung International Airport. A total of 398 questionnaires were collected, representing a valid response rate of 54.15%. Results of this study showed that Chinese tourists’ needs for food and beverages can be classified into three factors: physical and security, belonging and respect, and self-actualization. In addition, three types of Chinese tourists were identified through cluster analyses: rational and practical, self-confident, and emotional belonging. These three groups of participants not only have different attitudes toward food and beverages in Taiwan, but also have different behavioral intentions. Most of the participants indicated that they would like to recommend their friends and relatives to visit Taiwan and to taste Taiwanese food. Furthermore, Chinese tourists’ attitudes toward food and beverages in Taiwan can significantly affect “I will eat Taiwanese food again”, “I will recommend friends and relatives to visit Taiwan ”, and “I will recommend friends and relatives to eat Taiwanese Food”. Finally, some suggestions for future research and the hospitality and tourism industry were provided.
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