澎湖群島發展海洋餐飲觀光之顧客價值創新策略

Exploring Innovative Strategy of Ocean Culinary Tourism Development from Customer Value Perspective

10.29859/JITR.201003.0007

姜竹音(Chu-Yin Chiang)

海洋餐飲觀光 ； 顧客價值 ； 澎湖觀光 ； 美食行銷 ； culinary tourism ； ocean culinary tourism ； Penghu ； customer value ； tourism strategy

島嶼觀光研究

3卷1期（2010 / 03 / 01）

114 - 124

繁體中文

餐飲在觀光與旅遊中扮演著不可或缺的重要角色，近年來許多國家和地區均運用當地美食觀光資源，致力推動美食觀光活動，以創新當地觀光內涵，並透過地區產業的結合，創造出實質的經濟收益。在發展餐飲觀光活動的過程中，顧客價值的提升和重視是影響競爭優勢的關鍵。擁有豐富海洋資源的澎湖，極具發展海洋餐飲觀光的條件和特色，因此本研究的目的旨在探討澎湖發展海洋餐飲觀光之顧客價值的創新策略，藉由調查和分析旅客以及從業人員對於海洋餐飲觀光之顧客價值，建立澎湖發展海洋餐飲觀光的行銷策略和活動規劃建議。本研究透過問卷調查結果發現，體驗性顧客價值爲旅客至澎湖參與海洋餐飲觀光活動時所最重視的層面，因此如何滿足消費者內在追求感官愉悅、多樣性及認知上刺激的需求是在發展海洋餐飲觀光時的首要目標和工作，另外，消費者間對美食訊息的口碑行銷也是影響海洋餐飲觀光推廣的重要關鍵。據此本研究提出創新策略的建議。

Food and beverage service and food festivals have been important resources within tourism industry. Kivela and Crotts (2006) noted that culinary tourism is a significant market segment with high loyalty. To development culinary tourism, customer value is a key element to satisfy customer and keep culinary tourist activity innovatively. For Penghu Island, developing culinary tourism is an effective strategy to bring more tourists. This study tries to understand customer value for culinary tourists in order to establish marketing strategy for culinary tourism with ocean features. The finding reveals that experimental customer value is the most important factor for culinary tourists. Moreover, for culinary tourism operators, the word of mouth is a critical channel to promote culinary tourist activities.

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