题名

辦桌節慶活動觀光客體驗價值、幸福感與行為意圖之研究

并列篇名

Experiential Value, Well-Being, and Behavioral Intention of Tourists at Banto (Catering) Festival Events

DOI

10.6284/NPUSTHSSR.2012.6(4)1

作者

陳貴凰(Kaui-Hwang Chen)

关键词

飲食節慶 ； 體驗價值 ； 幸福感 ； 行為意圖 ； Food Festival ； Experiential Value ； Well-Being ； Behavioral Intention

期刊名称

人文社會科學研究

卷期/出版年月

6卷4期（2012 / 12 / 01）

页次

1 - 25

内容语文

繁體中文
中文摘要

本研究旨在探討辦桌節慶活動觀光客體驗價值、幸福感與行為意圖之間關聯性，並瞭解幸福感所扮演角色。採取問卷調查方式，研究對象為參與苗栗三義辦桌節慶活動觀光客314位，主要以結構方程模式作資料分析。研究結果發現，體驗價值並未直接正向影響行為意圖，而幸福感對於行為意圖的正向影響關係則獲得實證支持，且體驗價值對於幸福感的正向影響關係成立，並獲得幸福感在體驗價值和行為意圖之間扮演中介角色，且為完全中介模式。
英文摘要

The purpose of this study was to explore the correlations among the experiential value, well-being, and behavioral intention of tourists at Banto (catering) festivals, as well as to understand the role of well-being. A questionnaire survey was conducted on 314 tourists at a Banto festival in Miaoli County. Structural equation model was used for data analysis. The results showed that experiential value did not directly positively affect behavioral intention, and that the positive effect of well-being on behavioral intention had empirical support. The positive effect of experiential value on well-being was established. This study also found that well-being played a mediating role between experiential value and behavioral intention in a complete mediating model.
主题分类 人文學 > 人文學綜合
社會科學 > 社會科學綜合
社會科學 > 社會學
参考文献
  1. Lin, M.Q.,Chiang, Y.F.(2010).The influence of store environment on perceived experiential value and behavior intention.Asia Pacific Management Review,15(2),281-299.
    連結：
  2. 任維廉、胡凱傑、王鵬堯、林國銘(2008)。觀光遊樂區遊客體驗與新奇追求對滿意度與行為意圖之影響。休閒暨觀光產業研究，3(2)，1-21。
    連結：
  3. 吳佩玲(2008)。屈臣氏女性保養品體驗價值之研究。餐旅暨家政學刊，5(3)，295-310。
    連結：
  4. 吳鄭重、王伯仁(2011)。節慶之島的現代奇觀：台灣新興節慶活動的現象淺描與理論初探。地理研究，54，69-95。
    連結：
  5. 李明儒、陳雅捷(2010)。島嶼遊客體驗價值、滿意度以及重遊意願之研究－以澎湖吉貝嶼、七美嶼為例。休閒產業管理學刊，3(1)，1-18。
    連結：
  6. 周文玲、張秀惠、謝茵如(2012)。健身俱樂部顧客體驗價值對行為意向之影響─兼論顧客涉入程度之干擾效果。長榮運動休閒學刊，6，101-111。
    連結：
  7. 林宗賢、劉佳旻(2007)。溫泉旅客健康生活型態對其心理幸福感的影響。觀光研究學報，13(3)，213-233。
    連結：
  8. 林淑惠、黃韞臻(2008)。高中職學生學校生活與主觀幸福感關係之研究。輔導與諮商學報，30(2)，83-106。
    連結：
  9. 張和然、張菁敏(2011)。體驗價值、顧客滿意度對行為意圖影響之研究─以國立傳統藝術中心為例。島嶼觀光研究，4(1)，49-68。
    連結：
  10. 陳宏斌(2011)。觀光淡季遊客參與節慶活動行為意向模式之驗證─以澎湖元宵節為例。人文社會科學研究，5(4)，87-111。
    連結：
  11. 陳宏斌、胡俊傑、林世能(2007)。茶園觀光客之旅遊體驗品質、旅遊體驗價值、滿意度與忠誠度之研究。管理實務與理論研究，1(4)，107-123。
    連結：
  12. 陳貞吟、孫妤鑫(2008)。用心品味：小吃在遊客心中的意義與價值。餐旅暨家政學刊，5(1)，1-20。
    連結：
  13. 陳悅琴、張毓奇(2009)。熱門甜品之病毒式行銷、消費體驗與幸福感之研究。行銷評論，6(1)，55-86。
    連結：
  14. 陳貴凰、林曉莉(2012)。臺灣青草茶文化研究。島嶼觀光研究，5(3)，35-73。
    連結：
  15. 陳貴凰、黃穗華(2011)。呷飽、呷好、呷巧、呷健康－臺灣辦桌菜單品項演變之研究。餐旅暨觀光學刊，8(2)，97-126。
    連結：
  16. 陳寬裕、歐典灝、歐人豪(2009)。認真休閒特質與幸福感之研究：兼論配偶支持的干擾效果。觀光休閒學報，15(2)，113-140。
    連結：
  17. 蔡雨勲、李明聰、劉修祥(2010)。服務品質、價值、滿意度及行為意圖關係之研究－以打狗英國領事官邸餐廳為例。休閒暨觀光產業研究，5(1)，54-69。
    連結：
  18. 鍾志強、林晏新、高小芳(2009)。小型賽車參與者涉入程度、流暢經驗與行為意圖之研究。臺灣體育運動管理學報，9，31-46。
    連結：
  19. 賴瑟珍（2012/10/16）。尊重陸客需求行銷臺灣價值。聯合報，第A15 版
  20. 交通部觀光局（2012）。中華民國100年國人旅遊狀況調查。2012年10月25日，取自：http://admin.taiwan.net.tw/statistics/market.aspx?no=133
  21. 林巧雁（2012）。幸福調查意外發財最棒。2012年9月30日，取自：http://www.appledaily.com.tw/appledaily/article/headline/20120930/34542825
  22. Abou-Zeid, M.,Witter, R.,Bierlaire, M.,Kaufmann, V.,Ben-Akiva, M.(2012).Happiness and travel mode switching: Findings from a Swiss public transportation experiment.Transport Policy,19(1),93-104.
  23. Ajzen, I.,Fishbein, M.(1980).Understanding attitudes and predicting social behavior.Englewood Cliffs, NJ:Prentice Hall.
  24. Anderson, J.C.,Gerbing, D.W.(1988).Structural equation modeling in practice: A review and recommended two-step approach.Psychological Bulletin,103(3),411-423.
  25. Barron, R.M.,Kenny, D.A.(1986).The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.Journal of Personality and Social Psychology,51(6),1173-1182.
  26. Barthomeuf, L.,Rousset, S.,Droit-Volet, S.(2009).Emotion and food. Do the emotions expressed on other people's faces affect the desire to eat liked and disliked food products?.Appetite,52(1),27-33.
  27. Bimonte, S.,Faralla, V.(2012).Tourist types and happiness a comparative in Maremma, Italy.Annals of Tourism Research,39(4),1929-1950.
  28. Bruwer, J.,Alant, K.(2009).The hedonic nature of wine tourism consumption: an experiential view.International Journal of Wine Business Research,21(3),235-257.
  29. Chen, C.,Chen, F.(2010).Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists.Tourism Management,31(1),29-35.
  30. Chen, C.C.,Tseng, M.L.,Lin, Y.H.(2011).Recreation demand of consumer with experiential marketing in festival.Procedia-Social and Behavioral Sciences,25,447-453.
  31. Chen, K.H.,Su, K.L.(2011).Study of the relationships among tourist dining experience, place attachment, and well-being.Emerging Tourism and Hospitality Trends, 10th Asia Pacific Forum for Graduate Students' Research in Tourism,Singapore:
  32. Chuang, H.T.(2009).The rise of culinary tourism and its transformation of food cultures: The national cuisine of Taiwan.The Copenhagen Journal of Asian Studies,27(2),84-108.
  33. Collen, J.(Ed.),Richards, G.(Ed.)(2002).Gastronomy and Tourism.Antwerpen:Academie voor de Streekgebonden Gastronomie.
  34. Deci, E.L.,Ryan, R.M.(2008).Facilitating optimal motivation and psychological well-being across life's domains.Canadian Psychology,49(1),14-23.
  35. Delhey, J.,Kohler, U.(2010).Is happiness inequality immune to income inequality?New evidence through instrument-effect-corrected standard deviations.Social Science Research,40(3),742-756.
  36. Desmet, P.M.A.,Schifferstein, H.N.J.(2008).Positive and negative emotions associated with food experience.Appetite,50(2/3),290-301.
  37. Emberland, J.S.,Rundmo, T.(2010).Implications of job insecurity perceptions and job insecurity responses for psychological well-being, turnover intentions and reported risk behavior.Safety Science,48(4),452-459.
  38. Fornell, C.,Larcker, D.F.(1981).Evaluating structural equation models with unobservable variables and measurement error.Journal of Marketing Research,18(1),39-50.
  39. Getz, D.(2008).Event tourism: Definition, evolution, and research.Tourism Management,29(3),403-428.
  40. Ha, J.,Jang, S.(2010).Perceived values, satisfaction, and behavioral intentions: The role of familiarity in Korean restaurants.International Journal of Hospitality and Management,29(1),2-13.
  41. Hellen, K.,Sääksjärvi, M.(2011).Happiness as a predictor of service quality and commitment for utilitarian and hedonic services.Psychology & Marketing,28(9),934-957.
  42. Hirschman, E.C.,Holbrook, M.B.(1982).Hedonic consumption: Emerging concepts, methods and propositions.Journal of Marketing,46(3),92-101.
  43. Hjalager, A.M.,Richards, G.(2002).Tourism and gastronomy.London:Routledge.
  44. Holbrook, M. B.(1994).The nature of customer value: An axiology of service in the consumption experience, service quality: New Directions in Theory and Practices.Newbury Park, CA:Sage.
  45. Holbrook, M. B.(1996).Customer value: A framework work for analysis and research.Advances in consumer research,Provo, UT:
  46. Holbrook, M. B.(Ed.)(1999).Consumer value-A framework for analysis and research.New York, NY:Routledge.
  47. Honggen, X.,Smith, S.(2008).Culinary tourism supply chains: a preliminary examination.Journal of Travel Research,46(3),289-299.
  48. Hyuna, S.S.,Kimb, W.,Lee, M.J.(2011).The impact of advertising on patrons' emotional responses, perceived value, and behavioral intentions in the chain restaurant industry: The moderating role of advertising-induced arousal.International Journal of Hospitality Management,30(3),689-700.
  49. Jang, S.,Namkung, Y.(2009).Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian-Russell model to restaurants.Journal of Business Research,62(4),451-460.
  50. Jöreskog, K.G.,Sörbom, D.(1989).LISREL 7: A guide to the program and applications.Chicago:SPSS.
  51. Joseph, S.,Wood, A.M.(2010).Assessment of positive functioning in clinical psychology: Theoretical and practical issues.Clinical Psychology Review,30(7),830-838.
  52. Kim, W.G.,Moon, Y.J.(2009).Customers' cognitive perception, emotional pleasure, and reaction to the servicescape: Restaurant type as a moderator.International Journal of Hospitality Management,28(1),144-156.
  53. Kim, Y.G.,Eves, A.,Scarles, C.(2012).Empirical verification of a conceptual model of local food consumption at a tourist destination.International Journal of Hospitality Management,33(1),484-489.
  54. Kim, Y.G.,Suh, B.W.,Eves, A.(2009).The relationships between food-related personality traits, satisfaction, and loyalty among visitors attending food events and festivals.International Journal of Hospitality Management,22(2),216-226.
  55. Kim, Y.H.,Goh, B.K.,Yuan, J.(2010).A development of a multi-dimensional scale for measuring the motivation factors of food tourists at a food event: What does motivate people to travel?.Journal of Quality Assurance in Hospitality and Tourism,11(1),56-71.
  56. Kim, Y.H.,Kim, M.,Goh, B.K.(2011).An examination of food tourist's behavior: Using the modified theory of reasoned action.Tourism Management,32(5),1159-1165.
  57. Kim, Y.H.,Kim, M.,Goh, B.K.,Antun, J.M.(2011).The role of money: the impact on food tourists' satisfaction and intention to revisit food events.Journal of Culinary Science & Technology,9(2),85-98.
  58. Kim, Y.H.,Kim, M.,Ruetzler, T.,Taylor, J.(2010).An examination of festival attendee's behavior using SEM.International Journal of Event and Festival Management,1(1),86-95.
  59. Kline, R.B.(1998).Principles and practice of structural equation modeling.New York:The Guilford.
  60. Knox, D.(2008).Spectacular tradition Scottish folksong and authenticity.Annual of Tourism Research,35(1),255-273.
  61. Ladhari, R.,Brun, I.,Morales, M.(2008).Determinants of dining satisfaction and post-dining behavioral intentions.International Journal of Hospitality Management,27(4),563-573.
  62. Lee, Y.,Lee, C.,Lee, S.,Babin, B.J.(2008).Festivalscapes and patrons' emotions, satisfaction, and loyalty.Journal of Business Research,61(1),56-64.
  63. Lehto, X.Y.,Choi, S.,Lin, Y.C.,MacDermid, S.M.(2009).Vacation and family functioning.Annals of Tourism Research,36(3),459-479.
  64. Liu, Y.,Jang, S.(2009).Perceptions of Chinese restaurants in the U.S.: What affects customer satisfaction and behavioral intentions?.International Journal of Hospitality Management,28(3),338-348.
  65. Luomala, H.T.,Sirieix, L.,Tahir, R.(2009).Exploring emotional-eating patterns in different cultures: Toward a conceptual framework model.Journal of International Consumer Marketing,21(3),231-245.
  66. Lyubomirsky, S.,Tucker, K.L.(1998).Implications of individual differences in subjective happiness of perceiving, interpreting, and thinking of life-events.Motivation and Emotion,22(2),155-186.
  67. Mak, A.H.N.,Lumbers, M.,Eves, A.(2012).Globalization and food consumption in tourism.Annals of Tourism Research,39(1),171-196.
  68. Mak, A.H.N.,Lumbers, M.,Eves, A.,Chang, R.C.Y.(2012).Factors influencing tourist food consumption.International Journal of Hospitality Management,31(3),928-936.
  69. Mason, M.C.,Paggiaro, A.(2010).Celebrating local products: the role of food events.Journal of Foodservice Business Research,12(4),364-383.
  70. Mason, M.C.,Paggiaro, A.(2012).Investigating the role of festivalscape in culinary tourism: The case of food and wine events.Tourism Management,33(6),1329-1336.
  71. Mathwick, C.,Malhotra, N.,Rigdon, E.(2001).Experiential value: Conceptualization, measurement and application in the catalog and internet shopping environment.Journal of Retailing,77(1),39-56.
  72. Ortmann, A.,Weber, A.(2010).Book Review: Happiness-a revolution in economics, Bruno S. Frey. The MIT Press, Cambridge, MA (2008) (Munich Lectures in Economics).Journal of Economic Psychology,31(1),143-145.
  73. Pine, B.,Gilmore, J.(1999).The experience economy: Work is theatre and every business a stage.Boston:Harvard Business School Press.
  74. Prentice, R.,Andersen, V.(2003).Festival as creative destination.Annual of Tourism Research,30(1),7-30.
  75. Quan, S.,Wang, N.(2004).Towards a structural model of the tourist experience: an illustration from food experiences in tourism.Tourism Management,25(3),297-305.
  76. Quinn, B.(2005).Arts festivals and the city.Urban Study,42(5/6),924-943.
  77. Rigatti-Luchini, S.,Mason, M.C.(2010).An empirical assessment of the effects of quality, value and customer satisfaction on consumer behavioural intentions in food events.International Journal of Event Management Research,5(1),46-61.
  78. Ruggless, R.(2012).Happy hours are here again.Nation's Restaurant News,46(9),1-1.
  79. Ryu, K.,Jang, S.(2006).Intention to experience local cuisine in a travel destination: The modified theory of reasonable action.Journal of Hospitality and Tourism Research,30(4),507-516.
  80. Schiffman, L. G.、Kanuk, L. L.、顧萱萱譯、郭建志譯(2001)。消費者行為。臺北:學富文化。
  81. Simeon, M.I.,Buonincontri, P.(2011).Cultural events as a marketing tool: The case of the Ravello festival on the Italian Amalfi coast.Journal of Hospitality Marketing & Management,20(3/4),385-406.
  82. Söderlund, M.,Rosengren, S.(2010).The happy versus unhappy service worker in the service encounter: Assessing the impact on customer satisfaction.Journal of Retailing and Consumer Services,17(2),161-169.
  83. Valle, P.O.d.,Correia, A.,Rebelo, E.(2008).Determinants of tourism return behavior.Tourism and Hospitality Research,8(3),205-219.
  84. Webster, J.D.(1998).Attachment styles, reminiscence functions, and happiness in young and elderly adults.Journal of Aging Studies,12(3),315-330.
  85. Wilkie, W.L.(1994).Consumer behavior.New York:John Wiley & Sons.
  86. William, P.,Souter, G.N.(2009).Value, satisfaction and behavioral intentions in an adventure tourism context.Annals of Tourism Research,36(3),413-438.
  87. Wood, A.M.,Froh, J.J.,Geraghty, A.W.A.(2010).Gratitude and well-being: A review and theoretical integration.Clinical Psychology Review,30(7),890-905.
  88. Yuan, J.,Soocheong, J.S.(2008).The effects of quality and satisfaction on awareness and behavioral intentions: Exploring the role of a wine festival.Journal of Travel Research,46(3),279-288.
  89. Yurtseven, H.R.,Kaya, O.(2011).Local food in local menus: The case Gokceada.Tourismos: An International Multidisciplinary Journal of Tourism,6(2),263-275.
  90. Zeithaml, V.,Bitner, M.J.(2000).Services marketing: Integrating customer-focus across the firm.New York:McGraw-Hill.
  91. Zeithaml, V.A.,Berry, L.,Parasurman, A.(1996).The behavioral consequences of service quality.Journal of Marketing,60(2),31-46.
  92. 吳銘蒼、蔡正育、柳立偉(2011)。大學生生活幸福感之研究。運動健康休閒學報，2，152 -165。
  93. 李君如、陳凱文(2010)。女性休閒體驗與幸福感之研究－以SPA 體驗為例。健康管理學刊，8(2)，163-182。
  94. 沈蓉娟、莊智勝(2009)。學生消費者對連鎖式運動用品店體驗價值差異之研究－以尚智運動世界為例。臺南科技大學通識教育學刊，4(8)，257-271。
  95. 林顯昌(2010)。碩士論文(碩士論文)。屏東，屏東科技大學企業管理系。
  96. 邱子瑜(2012)。碩士論文(碩士論文)。高雄，國立高雄餐旅大學台灣飲食文化產業研究所。
  97. 姚偉鈞(1997)。宮廷飲食：玉盤珍饈值萬錢。臺北:文津。
  98. 孫妤鑫(2009)。碩士論文(碩士論文)。嘉義，南華大學旅遊事業管理學系。
  99. 陳秀華(2012)。碩士論文(碩士論文)。臺北，國立臺北科技大學管理學院經營管理EMBA專班。
  100. 陳亮佑(2012)。碩士論文(碩士論文)。高雄，國立高雄餐旅大學餐旅管理研究所。
  101. 陳甦彰、黃秀美(2009)。澎湖海洋牧場遊客體驗品質、體驗情緒、體驗價值對其忠誠度之影響研究。服務業管理評論，7，74-98。
  102. 黃克武編(2009)。食巧毋食飽：地方飲食文化（一）。臺北:財團法人中華飲食文化基金會。
  103. 黃長發、李貞(2009)。主題樂園遊客體驗價值與顧客滿意度相關之研究。中州學報，28，131-147。
  104. 黃聖茹、張智雄(2010)。體驗行銷、體驗價值、顧客滿意度與顧客忠誠度之關聯性研究－以L品牌服飾為例。服務業管理評論，8，31-53。
  105. 黃韞臻、林淑惠(2008)。大學生幸福感之組成與比較。國立臺中技術學院學報，9(2)，19-31。
  106. 楊琬琪(2009)。臺灣咖啡節體驗價值模式建立與複核效化評鑑之研究。International Journal of LISREL，2(2)，55-68。
  107. 劉元安、詹佩文、蘇文瑜(2008)。日本旅客在台餐飲消費體驗之研究。觀光旅遊研究學刊，3(1)，91-121。
  108. 劉泳倫、賴雯玲(2011)。鹿港小鎮觀光吸引力與遊客體驗價值、行為意向。嘉大體育健康休閒期刊，10(3)，1-12。
  109. 蔡正育、吳明蒼、陳文英(2009)。知覺幸福感量表編製之研究。嘉大體育健康休閒期刊，8(2)，62-74。
  110. 謝佩珊、陳成業(2009)。體驗行銷策略模組、體驗價值、顧客滿意度與忠誠度關係之研究－以劍湖山世界為例。嘉大體育健康休閒期刊，8(1)，25-34。
  111. 鍾志強、蔡麗婷、蔡瑋娟、黃孟立(2010)。參與文化節慶活動之遊客目的地意象、參與體驗與行為意圖之研究－以北港朝天宮元宵節為例。休閒事業研究，8(4)，19-44。
  112. 蘇秋君、鄭欽龍、陳瑩達、林麗貞(2011)。遊憩體驗、滿意度與行為意圖之研究─以下坪植物園遊客為例。中華林學季刊，44(1)，73-86。
被引用次数
  1. 陳春安(2022)。節慶活動吸引力、體驗價值與行為意圖之關係－以臺灣國際熱氣球嘉年華為例。島嶼觀光研究，14(2)，69-90。
  2. 駱俊賢,萬同軒,翁振益(2020)。婚宴餐廳選擇因素與消費價值模式關係之研究。觀光休閒學報，26(2)，123-154。
  3. 謝孟芬、呂謙、方彥博(2017)。金門戰鬥坑道觀光吸引力與體驗價值之研究。運動與遊憩研究，11(3)，47-61。
  4. 熊明禮、葉佳聖、柯榮貴、王皖佳(2015)。饗宴的文化創意—臺灣辦桌產業的研究趨勢。蘭陽學報，14，1-8。
  5. 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。
  6. (2014)。《閱讀文學地景》觀光資源研究。靜宜人文社會學報，8(1)，407-454。
print cancel