A Study on Development Strategies of Time-honored Catering Brand from the Perspective of Food Tourism

Wenwen Shang ； Nan Chen

《International Leisure Review》 5卷2期 (2016/12) Pp. 88-110

https://doi.org/10.6298/ILR.2016.5.10

摘要

Time-honored Catering Brand is the quintessence of Chinese food in China. It can represent the characteristics and traditional diet culture. It is not only a business organization, but also a cultural symbol that inherits long history. Since ＂the bite of China＂ broadcast, the Time-honored Catering Brand has attracted more and more attention in both domestic and international tourists. The tourists are being interested in the Time-honored Catering Brand and their satisfaction to the Time-honored Catering Brand can significantly influence the overall satisfaction and loyalty to the destination. Therefore, Time- honored Catering Brand play an important role in enhancing the attractiveness and competitiveness of tourism destination. Although the development and importance of Time-honored catering brand in tourism has begun to form an academic debate, little effort has been invested in understanding what tourist motivations influence consumption of Time-honored catering brand in a tourist destination and mechanism of motivation for visitor satisfaction and loyalty. Accordingly, this study chose tourists as the object, and adopted a random survey with a self-administrated method to collect data on tourists' psychology and behavior for food of Time-honored Catering Brand. Then analyzed data adopting Exploratory Factor Analysis (EFA) and Multi-regression Analysis by Spss17.0. Through empirical investigation, this study indicated that the motivations of the food tourism are multidimensional. It contains five factors: culture experience, relaxation and leisure, nostalgia, products and environment, and attractiveness of brand; in addition, food tourism motivations have significant positive effect on tourists' satisfaction and loyalty. The results will provide some implications for Time-honored Catering Brand innovation development and urban tourism brand marketing. Development strategies of Time-honored Catering Brand should be combined with food tourism motivations which can motivate tourists to consume products in Time-honored Catering Brand during their holidays. Time-honored Catering Brand can become a unique visual of urban tourism brand marketing.

關鍵字

development strategies ； food tourism motivation ； loyalty ； satisfaction ； time-honored catering brand