高峰型與維生型遊客的飲食觀光動機、吸引力、阻礙、滿意度與忠誠度影響關係之研究

The Relationships among the Tourism Motivation, Attraction, Constraints, Satisfaction and Loyalty on Food and Beverage Tourism by the Peak and Supporting Touristic Experiences

10.29429/JSLHR.200903_4(1).05

沈進成(Ching-Cheng Shen)；曾慈慧(Tzu-Hui Tseng)；蕭丹瑋(Tan-Wei Hsiao)

飲食觀光 ； 高峰型體驗 ； 維生型體驗 ； 黑鮪魚 ； Food and Beverage Tourism ； Peak Touristic Experiences ； Supporting Touristic Experiences ； Bluefin-Tuna

運動休閒餐旅研究

4卷1期（2009 / 03 / 01）

63 - 95

繁體中文

飲食一直是觀光歷程中重要的活動之一，隨著觀光活動的快速成長，飲食觀光(food and beverage tourism)被認爲是展示當地產物及刺激觀光需求的方法。本研究根據文獻將遊客旅遊屬性分爲高峰型旅遊體驗(peak touristic experience)及維生型旅遊體驗(supporting touristic experience)等不同型態的遊客，在參與飲食觀光時其對飲食觀光動機、餐飲吸引力、餐飲阻礙、餐飲滿意度與忠誠度的影響關係，以屏東縣東港鎮品嚐黑鮪魚的遊客作爲實證研究的對象。研究發現：飲食觀光的動機與需求強度，確實會影響餐飲吸引力，而餐飲吸引力對忠誠度亦有很大影響。飲食觀光動機因素中的慕名美食、個人偏好的餐飲阻礙、餐飲滿意度因素中的物超所值、餐飲吸引力之健康價值、忠誠度因素中的重遊意願、口碑宣傳、推薦親友等彼此的關連性高，顯示餐飲與觀光間的緊密關係。另外，高峰型旅客的飲食觀光動機對餐飲滿意度和餐飲吸引力的強度大於維生型的旅客。在飲食觀光動機，高峰型遊客在慕名美食動機及餐飲吸引力等因素顯著高於維生型遊客，使得高峰型遊客在餐飲滿意度及忠誠度都顯著高於維生型遊客。最後建議主管單位參酌本研究結論，擬定有助於發展飲食觀光與目的地行銷之策略。

Food and Beverage are one of important activities in the tourism process for long time. As the rapid growth of the tourism activity, food and beverage tourism was being thought one way to display local products and stimulated tourism. Based on the documents, this research divides the food and beverage behaviors into two categories. One is the peak touristic experience, and the other one is the supporting touristic experience. The food and beverage effort from the different kinds of tourists is the topic of this study which discusses the difference among the food and beverage tourism motivation, food and beverage attraction, constraints, satisfaction, attraction and loyalty from the peak touristic experiences and the supporting consumer experiences. Besides, the visitors who come to Tong-gang Town, Ping-tung Country to taste the Bluefin-Tuna as the experiment reference, and this research discovers the motive of Food and Beverage Tourism and intensity of demand, will really influence on food and beverage attraction, and food and beverage attraction really has great influence on loyalty. Admiration for the food reputation and the food and beverage that individual partial towards, it worth to exceed of the food and beverage satisfaction, the health value of food and beverage attraction, willing to revisit of loyalty, reputation of the promotion, recommending to other relatives and friends, show the close relation between food and beverage and tourism. In addition, the food and beverage motivation of tourism of peak touristic experiences is greater than supporting touristic experiences. The results can be the suggestion for the food and beverage tourism developing and the strategies for destination's marketing.

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