美食旅遊隨著資訊的發達而越來越熱門,也因此許多遊客為了品嚐美食而前往旅遊地,而本研究主要探討遊客對客家美食認知、旅遊目的地意象與旅遊意願之間的相關分析,以便利抽樣方式進行資料的收集,共發放450份問卷,回收有效問卷396份,有效回收率為88%,經SPSS統計軟體進行 t 檢定、單因子變異數分析、Pearson積差相關分析,實證結果發現如下: 遊客個人每月平均收入和教育程度對旅遊目的地意象有顯著差異。年齡和旅遊總花費對旅遊意願有顯著差異。重遊之旅遊意象對旅遊目的地意象、美食旅遊認知及看法、旅遊意願均有顯著差異。年齡、婚姻狀況、職業、個人平均收入及旅遊總花費對重遊意願均有顯著差異。旅遊目的地意象、旅遊意願對美食旅遊認知及看法之間有高正向相關。本論文最後依研究結果發現作建議,以作為發展美濃美食觀光產業對遊客的旅遊目的地意象、美食旅遊認知與看法、旅遊意願及重遊意願之參考。 關鍵字:客家美食、旅遊目的地意象、旅遊意願、重遊意願
With the developed culinary tourism information and more and more popular, therefore many visitors go to enjoy food and tourist destination. This study focuses on tourists' awareness of Hakka cuisin and willingness to travel and tourism destination image correlation analysis between. To facilitate sampling for data collection, 450 questionnaires were distributed, 396 valid questionnaires, the effective rate of 88%.The SPSS t-test, one-way ANOVA, Pearson product-moment correlation analysis. The empirical findings of this study are as follows: Individual visitors monthly average income and education level of the tourism destination image are significantly different. Age and total tourism spending on tourism willingness significant differences. Revisiting the tourism image of the tourism destination image, awareness and perception culinary tourism, travel wishes were significant differences. Age, marital status, occupation, personal income and total tourism spending on revisiting willingness were significant differences. Tourism destination image, tourism awareness and willingness to travel for food with a high positive correlation between views. In this thesis, according to study results showed that for the final recommendations to the tourism industry as a development Meinong gourmet tourist destination for tourists imagery, cognition and perception food tourism, tourism willingness and revisiting willingness reference. Keywords:Hakka Cuisine, the Image of Destination , the Intention of Toursim , Revisiting Intentions