遊客飲食體驗與知覺價值關係之研究：以台中縣新社鄉休閒農業餐廳爲例

Relationship between Tourists' Food Experiences and Perceived Values: The Case of Leisure Agriculture Restaurants in Shin-She Township, Taichung

10.30169/JRTR.201006.0002

林宗賢(Chung-Hsien Lin)；王乃玉(Nai-Yu Wang)；李安娜(An-Na Li)

農業旅遊 ； 市場區隔 ； 飲食體驗 ； Agritourism ； market segmentation ； food experience

鄉村旅遊研究

4卷1期（2010 / 06 / 01）

19 - 34

繁體中文

觀光中的飲食為研究者逐漸重視的議題之一，但甚少專注於遊客飲食體驗的本質及其獲得的價值，本研究目的為了解遊客旅遊飲食體驗之內涵，並檢視不同飲食體驗類型遊客其知覺價值之差異。以台中縣新社鄉休閒農業餐廳為例，透過遊客自填式問卷獲得353份有效問卷。分析結果顯示遊客飲食體驗是由地方學習、愉悅幸福、生活轉移與記憶聯結四個構面所組成，且以飲食體驗為分類基礎，可將遊客合理區分為地方體驗型、陪同玩樂型與地方支持型三種類型，此三類遊客所知覺的飲食體驗價值構面具有顯著差異。上述結果暗示飲食體驗乃具有多向度的本質，且建議以飲食體驗為區隔的市場具有不同的知覺價值，可作為一有效的經營管理策略。

Few studies make an attempt to explore tourists' food experiences and their perceived values of them. The purposes of this study are to examine the dimensions of food experience and to examine whether or not the distinct types of food experience tourists have significantly different perceived value. A total of 353 tourists of leisure agriculture restaurants in Shin-She township, Taichung County are administered an on-site questionnaire. The results reveal that tourists' food experiences consist of four distinct dimensions labeled with local-learned, joy-happiness, life-transferred, memory-linked, and three types of food experience tourist include local-experiential tourists, pure-enjoyment tourists and local-support tourists. In addition, the results show that tourists' perceived values vary across the types of food experience tourists. The findings suggest that tourists' food experience has a multi-dimensional nature, and can be used to be an efficient segmentation tool. Practically, perceived value construct directing to various tourists with food experience will be a more effective management strategy for leisure agriculture restaurants.

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