Translated Titles

Chinese Tourists’ Needs, Attitudes, and Behavioral Intentions for Food and Beverages in Taiwan.





Key Words

大陸旅客 ; 旅遊 ; 餐飲需求 ; 餐飲態度 ; 行為意圖 ; Chinese tourists ; travel and tourism ; needs ; for food and beverage ; attitudes toward food and beverage ; behavioral intentions



Volume or Term/Year and Month of Publication


Academic Degree Category




Content Language


Chinese Abstract


English Abstract

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.

Topic Category 人文學 > 地理及區域研究
餐旅學院 > 餐旅管理研究所在職專班
社會科學 > 管理學
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