比較不同旅遊決策風格遊客的原住民飲食體驗、新奇感、障礙與重遊行爲意圖模式－以理性型與快樂型遊客爲例

A Comparison of Models of Food Experiences, Novelty, Barriers, and Revisiting Behavioral Intentions to Aboriginal Cuisine across Tourists with Decision-making Style: The Cases of Rational and Hedonic Tourists

10.6130/JORS.2011.24(2)3

林宗賢(Chung-Hsien Lin)；王乃玉(Nai-Yu Wang)

刺激來源 ； 旅遊決策風格 ； 市場區隔 ； 飲食觀光 ； Stimulus source ； Tourists' decision-making styles ； Market segments ； Culinary tourism

戶外遊憩研究

24卷2期（2011 / 06 / 01）

51 - 74

繁體中文

除了少數極有價值的飲食體驗概念性研究外，鮮少有實證研究了解飲食體驗及其前置變項對不同旅遊決策風格遊客重遊行爲意圖之影響。據此，本研究的目的爲比較理性型與快樂型旅遊決策風格遊客，其飲食體驗、重遊行爲意圖、新奇感、障礙所組成模式的差異。針對花蓮馬太鞍部落品嚐原住民飲食之現地遊客進行便利抽樣調查，在510份有效問卷中，322份符合研究目的進行資料分析。分析結果顯示，理性型遊客的飲食體驗同時受飲食新奇感與飲食障礙所影響，而快樂型遊客之飲食體驗則僅受到飲食新奇感的影響。研究成果的理論暗示爲刺激來源可爲了解遊客重遊行爲意圖的形成，且不同旅遊決策風格遊客飲食體驗之刺激來源不同，建議旅遊飲食相關業者，可針對不同旅遊決策風格遊客擬定不同原住民飲食體驗行銷策略。

Except for a few valuable contributions to conceptual studies on food experience few empirical studies explore the effects of antecedents of food experience on various tourists' revisiting behavioral intensions. The purpose of this study is to compare a proposed model intergrating the relationships among tourist's food experience, novelty, barrier, and revisiting behavioral intension to aboriginal cuisine for tourists with decision-making style. A total of 510 tourists at Ma-Ti-An aboriginal destination in Hualein are administered an onsite questionnaire. Of these, 322 are used to analyize in this study. The results reveal that food experiences for rational tourists are affected by both novelty and barriers. Conversely, food experiences for hedonic tourists are only affected by novelty. The findings theoretically extend the insights into the role of stimulus source in the understandings of different decision-making style tourists' revisiting behavioral intentions. Practically, antecedents of food experience directing to the various tourists with decision-making style will be a more effective marketing strategy for aboriginal culinary tourism.

1. 林宗賢、蕭慧齡(2008)。檢視遊客參閱與鹽水蜂炮節慶活動之重遊行為意圖。戶外遊憩研究，21(2)，1-22。
   連結：
2. 花蓮縣政府，(2010)，紅瓦屋老地方文化美食，下載日期2010/7/23，取自http://tour-hualien.hl.gov.tw/index.jsp?page=travelGuideDetail&class=2&type=0,9,11,19&SceneId=142。
3. Anderson, J.,Gerbing, D.(1988).Structural equation modeling in practice: A review and recommended two-step approach.Psychological Bulletin,103(3),411-423.
4. Baker, D. A.,Crompton, J. L.(2000).Quality, satisfaction and behavioral intentions.Annals of Tourism Research,27(3),785-804.
5. Bell, D. C.,Etzel, M. J.(1985).The role of novelty in the pleasure travel experience.Journal of Travel Research,24(1),20-26.
6. Bessière, J.(1998).Local development and heritage: Traditional food and cuisine as tourist attractions in rural areas.Sociologia Ruralis,38(1),21-34.
7. Bigné, J. E.,Sánchez, M. I.,Sánchez, J.(2001).Tourism image, evaluation variables and after purchase behavior: Inter-relationship.Tourism Management,22(6),607-616.
8. Bloom, J. Z.(2005).Market segmentation: A neural network application.Annals of Tourism Research,32(1),93-111.
9. Bollen, K. A.(1989).Structural equations with latent variables.New York:Wiley.
10. Bronner, F.,de Hoog, R.(1985).A recipe for mixing decision ingredients.European Research,13,109-115.
11. Butler, R.,Hinch, T.(1996).Tourism and indigenous people.London:International Thomson Business Press.
12. Child, D.(1970).The essentials of factor analysis.New York:Holt.
13. Cohen, E.(1979).A phenomenology of tourist experiences.Sociology,13,179-201.
14. Cohen, E.,Avielie, N.(2004).Food in tourism-attraction and impediment.Annals of Tourism Research,31(4),755-778.
15. Collen, J.(ed.),Richards, G.(ed.)(2002).Gastronomy and tourism.Gravenwezel/Schilde, Belgium:Academie Voor de Streekgebonden Gastronomie.
16. Decrop, A.,Snelders, D.(2005).A grounded typology of vacation decision-making.Tourism Management,26(2),121-132.
17. Echtner, C. M.,Ritchie, B.(1993).The measurement of destination image: An empirical assessment.Journal of Travel Research,31(4),3-13.
18. Ellis, M. J.(1973).Why people play.Englewood Cliffs, NJ:Prentice-Hall, Inc..
19. Finkelstein, J.(1989).Dining out: A sociology of modern manners.Cambridge, UK:Polity.
20. Godbey, G.,Graefe, A(1991).Repeat tourism, play and monetary spending.Annals of Tourism Research,18(2),213-225.
21. Hair, J. F.,Black, W. C.,Babin, B. J.,Anderson, R. E.(2006).Multivariate data analysis.Upper Saddle River, NJ:Pearson Education.
22. Hall, C. M.(ed.),Sharples, L.(ed.),Mitchell, R.(ed.),Macionis, N.(ed.), Cambourne, B.(ed.)(2003).Food tourism around the world: Development, management and markets.Oxford, UK:Butterworth Heinemann.
23. Hatcher, L.(1994).A step-by-step approach to using the SAS system for factor analysis and structural equation modeling.Cary, NC:SAS Institute.
24. Heider, F.(1958).Psychology of interpersonal relations.New York:John Wiley & Sons.
25. Hirschman, E. C.,Holbrook, M. B.(1982).Hedonic consumption: Emerging concepts, methods and propositions.Journal of Marketing,46(3),92-101.
26. Holbrook, M. B.(1986).Emotion in the consumption experience: Toward a new model of the human consumer.The role of affect in consumer behavior: Emerging theories and applications,Lexington, MA:
27. Hosany, S.,Witham, M.(2010).Dimensions of cruisers' experiences, satisfaction, and intention to recommend.Journal of Travel Research,49(3),351-364.
28. Huang, S.,Hsu, C. H. C.(2009).Effects of travel motivation, past experience, perceived constraint, and attitude on revisit intention.Journal of Travel Research,48(1),29-44.
29. Kaiser, H. F.(1974).An index of factorial simplicity.Psychometrika,39,31-36.
30. Kelley, H. H.(1967).Attribution theory in social psychology.Nebraska symposium on motivation (Volume 51): Moral motivation through the life span,Lincoln, NE:
31. Kerstetter, D. L.,Confer, J. J.,Graefe, A. R.(2001).An exploration of the specialization concept within the context of heritage tourism.Journal of Travel Research,39(3),267-274.
32. Kivela, J.,Crotts, J. C.(2006).Tourism and gastronomy: Gastronomy's influence on how tourists experience a destination.Journal of Hospitality & Tourism Research,30(3),354.
33. Lee, T. H.,Crompton, J. L.(1992).Measuring novelty seeking in tourism.Annals of Tourism Research,19(4),732-751.
34. Lin, C. -H.,Morais, D. B.(2009).Transactional versus relational patronizing intentions.Annals of Tourism Research,36(4),726-730.
35. Loker, L. E.,Perdue, R. R.(1992).A benefit-based segmentation of a nonresident travel market.Journal of Travel Research,31(1),30-35.
36. Manfredo, M. J.(ed.)(1992).Influencing human behaviour: Theory and applications in recreation, tourism and natural resource management.Champaign, IL:Sagamore Publishing Inc..
37. Mannell, R. C.,Kleiber, D. A.(1997).A social psychology of leisure.State College, PA:Venture Publishing.
38. Mo, C. M.,Howard, D. R.,Havitz, M.(1993).Testing an international tourist role typology.Annals of Tourism Research,20(2),319-335.
39. Morais, D. B.,Dorsch, M. J.,Backman, S. J.(2004).Can tourism providers buy their customers' loyalty? Examining the influence of customer-provider investments on loyalty.Journal of Travel Research,42(3),235-243.
40. Nie, N.,Hull, C.,Jenkins, J.,Steinbrenner, K.,Bent, D.(1975).SPSS: Statistical package for the social sciences.New York:McGraw-Hill.
41. Nield, K.,Kozak, M.,LeGrys, G.(2000).The role of food service in tourist satisfaction.International Journal of Hospitality Management,19(4),375-384.
42. Notzke, C.(1999).Indigenous tourism development in the arctic.Annals of Tourism Research,26(1),55-76.
43. Prentice, R. C.,Witt, S. F.,Hamer, C.(1998).Tourism as experience: The case of heritage parks.Annals of Tourism Research,25(1),1-24.
44. Quan, S.,Wang, N.(2004).Towards a structural model of the tourist experience: An illustration from food experience in tourism.Tourism Management,25(3),297-395.
45. Sirakaya, B.,Woodside, A. G.(2005).Building and testing theories of decision making by travelers.Tourism Management,26(6),815-832.
46. Sparks, B.,Bowen, J.,Klag, S.(2003).Restaurants and the tourist market.International Journal of Contemporary Hospitality Management,15(1),6-13.
47. Telfer, D. J.,Wall, G.(1996).Linkages between tourism and food production.Annals of Tourism Research,23(3),635-653.
48. Um, S.,Crompton, J. L.(1990).Attitude determinants in tourism destination choice.Annals of Tourism Research,17(3),432-448.
49. Wahlers, R. G.,Etzel, M. J.(1985).Vacation preference as a manifestation of optimal stimulation and lifestyle experience.Journal of Leisure Research,17(4),283-295.
50. Williams, J.(1997).We never eat like this at home: Food on holiday.Food, health and identity,London:
51. Woodside, A. G.,Carr, J. A.(1988).Consumer decision making and competitive marketing strategies: Application for tourism planning.Journal of Travel Research,26(3),2-7.
52. Woodside, A. G.,Lysonski, S.(1989).A general model of traveler destination choice.Journal of Travel Research,27(4),8-14.
53. Yiannakis, A.,Gibson, H.(1992).Roles tourists play.Annals of Tourism Research,19(2),287-303.
54. Yoon, Y.,Uysal, M.(2005).An examination of the effects of motivation and satisfaction on destination loyalty: A structural model.Tourism Management,26(1),45-56.
55. Zuckerman, M.(1971).Dimensions of sensation seeking.Journal of Consulting Psychology,28,477-482.
56. 交通部觀光局(2008)。中華民國九十七年國人旅遊狀況調查報告。台北:交通部觀光局。

1. 曾建興(2015)。遊客休閒涉入、滿意度與重遊行為意圖關係之研究－以台南安平老街為例。運動與遊憩研究，10(2)，119-137。
2. 李陸臻、李岳修(2013)。單車旅遊之新奇感、體驗對忠誠度之研究─以嘉義縣朴子溪自行車道為例。島嶼觀光研究，6(1)，27-48。
3. 謝文凱、陳映菁、江昱仁(2017)。觀光發展下地方餐飲業經營轉變之探討：以台東縣池上鄉為例。島嶼觀光研究，10(4)，1-34。
4. 掌慶琳,張簡惠湘(2018)。溫泉旅館遊客美食消費動機與幸福感之關係：兼論趨新飲食傾向之調節效果。休閒產業管理學刊，11(2)，1-20。