節慶意象與目的地飲食意象在遊客節慶體驗與行為意圖關係中的角色：台南清燙牛肉節實徵案例之研究

The Roles of Festival Image and Destination Food Image in the Relationship between Attendee’s Festival Experience and Behavioral Intentions: The Case of the Tainan Blanching Beef Festival

黃仁宗(Jason Huang)

節慶體驗 ； 節慶意象 ； 目的地飲食意象 ； 遊客滿意度 ； 台南清燙牛肉節 ； Food Festival ； Festival Image ； Festival Experience ； Destination Food Image

島嶼觀光研究

9卷2期（2016 / 06 / 01）

1 - 32

繁體中文

台南市政府近年來積極推動觀光與品牌行銷，舉辦了相當多的美食節慶活動。若能透過提升節慶活動遊客美食體驗的滿意度，以提升節慶意象與目的地飲食意象，便可能對遊客行為意圖產生正向影響。本研究旨在測試上述的研究假設，並以2014 年台南清燙牛肉節為實證研究對象。本研究共收集有效問卷273 份，並以結構方程模型進行分析。研究結果支持透過意象轉移以影響行為意圖的研究模型，即節慶體驗會正向直接影響節慶意象與滿意度，且透過節慶意象與目的地飲食意象間接影響滿意度，而目的地飲食意象與滿意度則會正向影響行為意圖。研究結果清楚呈現了舉辦節慶活動對提升目的地意象的效益，其影響路徑乃透過節慶意象→目的地飲食意象→行為意圖，以達到影響行為意圖。本研究證實節慶意象與目的地飲食意象是重要的研究變項，研究結果清楚揭示此二者在節慶活動中扮演的關鍵中介角色，其中，尤以目的地飲食意象在節慶觀光與城市品牌化中所佔有的特殊地位，最值得注意。最後，則對辦理美食節慶活動提出一些實務上的建議。

Tainan has long enjoyed a reputation as a land of delicious snack foods and traditional cuisine. This study aims to investigate, in the context of food festival, the roles of festival image and destination food image in the relationships between festival experience and behavioral intentions. A survey was conducted at a food festival in Tainan, Taiwan and a total of 273 usable questionnaires were collected. A conceptual model was proposed and tested with structural equation modeling, and all hypotheses are empirically supported. Findings from this study reveal that there is an image transfer between festival image and destination food image. Via this route, festival image partially mediates festival experience and destination food image, while destination food image serves as a mediator between festival image and behavioral intentions. Managerial implications for city officials and managers with festival and destination marketing organizations were provided.

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