鄉村旅遊特產飲食消費動機與體驗

The Motivation and Experiences of Local Food Comsumption in Rural Tourism

10.6157/2007.1(2).5

湯幸芬(Hsing-Fen Tang)；吳楨(Chen Wu)；張俊彥(Chun-Yen Chang)

地方特產 ； 飲食消費動機 ； 飲食體驗 ； 懷舊體驗 ； Local food ； food consumption motivation ； food consumption experience ； nostalgia experience

休閒與遊憩研究

1卷2期（2007 / 11 / 01）

113 - 136

繁體中文

利用地方自然、文化等資源，創造吸引力的鄉村旅遊，對遊客而言是體驗鄉村性的歷程，歷程中常無法避免當地特產的消費。根據相關研究，飲食在旅遊過程中所扮演的角色越來越重要，可能成為遊客旅遊的重點，甚至是旅遊的目的之一，因此，探討具有地方意涵的「特產」對遊客而官品嚐的驅力為何？品嚐後的體驗為何？以及其間的關係是為本研究目的。 透過文獻回顧與先驅調查建立架構，使用結構式問卷對鄉村旅遊地三義鄉遊客進行立意取樣調查。利用信度分析及因素分析，檢驗飲食動機與體驗構面，並以迥歸分析探討其間關係。研究結果顯示飲食消費動機可分為「感受新奇」、「增進社交」、「品嚐特色」與「表現自我」等構面，其中「感受新奇」動機最為強烈，其次「增進社交」動機，顯示遊客對特產飲食具有尋求地方文化特色的強烈動機；飲食體驗分為「懷舊氛圍」、「幸福愉悅」、「文化故事」與「友誼交流」等構面，其中以「幸福愉悅」體驗最為強烈，「文化故事」體驗其次，顯示遊客的特產飲食體驗多具有心理滿足感以及異地文化感；最後發現飲食消費動機、品嚐頻率均是影響飲食體驗的要素，其中尤以「表現自我」的動機最為重要，顯示遊客為個人興趣、為彰顯個人旅遊風格的動機，與遊客飲食體驗的優劣關係最密切。因此，發展鄉村旅遊，特產飲食所扮演的角色除了豐富遊客鄉村旅遊體驗外，對於拓展地方文化特色亦功不可沒，而引發遊客的飲食動機，對於提升特產飲食體驗亦有助益。

The process of rural tourism experiences comes from the attractions of natural and culture resources. This process includes consuming of the local productions. According to previous studies the food consumption plays an important role in the process of tourism experiences. It can be an important purpose of the tour. Therefore, this study tries to depict the motivation and experiences of the local food consumption and their relationships. Based on the literature review and preliminary investigations to build the research framework, the structure questionnaire and convenience sampling are adopted in the San-Yi Rural Tourism Area. The Reliability Analysis, Factor Analysis and the Regression analysis are adopted in this study to test the relationship between the motivation and experience of the local food consumption. The result shows that the food consumption motivations contain the culture experience, social improvement, feature test and self manifest motivations. In these motivations the cultural experience is the strongest one followed by the social improvement that shows the intention of experiencing the feature of the localty. Food consumption experiences can be categorized into the cherish atmosphere of past times, delighted wellbeing, culture experience, and social experience with friends. The delighted well-being shows the most significant influence followed by the culture experiences. It reveals the importance of the psychological satisfaction and the exotic culture experiences. The influential factors of food consumption experiences include the motivation and the frequency of the tries. Among the motivations, the self manifest motivation is the most important one. The result shows the food consumption experiences are influenced mainly by the personal interests, personal travel styles and their experiences of the local foods. Therefore, this study concludes that the local food consumption plays an important role not only on enriching the recreational experiences, but also providing an opportunity to extend local culture features. Finally, the visitors' food consumption motivation can promote the local food consumption experience also.

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