题名

Tourists' Study Behavior Model of the Cooking School in Thailand

DOI

10.29429/JSLHR.202009_15(3).03

作者

Hung-Bin Chen；Ananta Kamonphan

关键词

Culinary Tourism ； Push and Pull Motivation ； Behavioral Intention ； 烹飪旅遊 ； 推拉力動機 ； 行為意圖

期刊名称

運動休閒餐旅研究

卷期/出版年月

15卷3期（2020 / 09 / 01）

页次

45 - 60

内容语文

英文
中文摘要

The subject matter of this research is to exam foreign tourists' behavior of their participation in culinary related activities at Thai cooking schools. Hence, the study was conducted to investigate the relationship among tourists' push and pull motivations, perceived value, satisfaction, and loyalty. SPSS and LISREL were used to reveal results of descriptive statistic, confirmatory factor analysis (CFA), and structural equation modeling (SEM). Out of 400 questionnaires, 373 were usable. Therefore, the data from 373 respondents were analyzed in this study. They were tourists visiting to Chiang Mai and selecting culinary tourism at Thai cooking schools, and the results showed that: Most of those tourists were female, age between 21-30 years. They came to Chiang Mai Thai cooking school with their friends and they never been there before. Most of them taken full day course and they were informed of those Thai cooking school from internet. The study proposed that culinary event of tourist loyalty intentions would be affected by their event satisfaction. The findings showed that pull motivations had a positive effect on perceived value; push motivations had a positive effect on loyalty. Perceived value had a positive effect on satisfaction, and finally, satisfaction had a positive effect on loyalty. It is believed that results of the present study will be useful to organizers of culinary events, cooking school, and/or destination managers.
英文摘要

本研究旨在探究在泰國的外國遊客參與烹飪學校活動的行為意圖。為此，本研究以遊客的推拉力動機、知覺價值、滿意度和忠誠度為研究變項，並以SPSS和LISREL等統計軟體進行描述性統計分析、驗證性因素分析（CFA）和結構方程模型（SEM）分析，據以了解受訪者的認知及研究變項之間的因果關係。本研究以前往泰國清邁且參與烹飪學校體驗遊程的遊客為研究對象，在400份問卷中，有效問卷為373份。本研究結果顯示受訪者多數為女性、年齡在21至30歲、他們和朋友們一同前往且從未造訪過清邁。大多數人都參加了全日制的烹飪課程，並從網路上得知泰國烹飪學校的資訊。本研究發現遊客參與烹飪學校活動之忠誠度受滿意度之影響，且研究結果顯示，拉力動機對知覺價值具有正向影響、推力動機對忠誠度產生正向影響、知覺價值對滿意度有正向影響，滿意度對忠誠度有正向影響。本研究的結果可提供烹飪旅遊活動的業者、烹飪學校和旅遊景點管理者在經營管理上的參考。
主题分类 人文學 > 地理及區域研究
社會科學 > 體育學
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被引用次数
  1. 鍾政偉,陳薇伃,陳雅慈,吳姸萱,王翎絹(2021)。今晚我想住…？－探討民宿購買決策行為之研究。運動休閒餐旅研究，16(3)，57-74。
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