城市飲食意象之比較－政府觀光資訊網之內容分析

A Comparison of the Food Image of Cities: Content Analysis of Government Tourism Websites

10.6572/JHT.9(2).1

洪維勵(Wei-Li Hung)；林琍華(Li-Haung Lin)；掌慶琳(Janet C. Chang)

飲食意象 ； 推廣策略 ； 觀光資訊網 ； 內容分析 ； food image ； promotion strategy ； tourism websites ； content analysis

餐旅暨觀光

9卷2期（2012 / 06 / 01）

55 - 71

繁體中文

意象為影響觀光客目的地選擇之重要因子，而研究顯示，地方美食可以強化觀光客對當地的整體意象。近年來，許多縣市政府致力於美食觀光推廣，因此，本研究擬探討城市飲食意象。本研究採內容分析法，針對選定之地方政府－基隆市、台中市與台南市－的觀光資訊網站進行分析。內容分析結果顯示，基隆市的飲食推廣著重於廟口小吃與新鮮海產，台中市呈現國際化的飲食風格，夜市與美食商圈多，而台南市網站則提供最多的飲食相關資訊，且許多美食冠上當地地名，呈現獨特的飲食意象。基隆市與台南市所呈現的飲食意象大致與其推廣策略一致，但台中市的部份美食推廣主軸如糕餅，則未於網站中突顯。整體來說，三城市皆未善用網路媒體的優勢，建議地方政府應更重視網路行銷，以及網站內容與觀光推廣政策的連結。

The study aims to identify the food image of Keelung, Taichung, and Tainan by analyzing the contents of the government official tourism websites, as well as to examine whether the image revealed from the websites is consistent with their tourism promotion strategy indicated in the master plan. The results show that Keelung emphasized MiaoKou night market and its fresh seafood, while Taichung revealed an international style food image. Its website showed diverse food-related activities, and a variety of night markets and shopping areas. The tourism website of Tainan provided comprehensive information on food-related activities, traditional refreshments, and local food products. In addition, many of its food product were connected with the names of places, which showed the unique food image of Tainan. The food image of Keelung and Tainan presented on the websites were mostly consistent with their promotion strategy. However, the tourism website of Taichung City did not stress the image of night market snacks and traditional cakes that were supposed to promote. All the selected websites did not make good use of the advantages of internet. The study suggests that local government should pay more attention on internet marketing, and the consistency of the websites contents and its tourism policy.

1. 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：
2. 台南市政府（2002），修訂台南市綜合發展計畫，台南市政府。
3. 交通部觀光局（2010），中華民國 98 年來臺旅客消費及動向調查，2010/9/16，取自：http://admin.taiwan.net.tw/statistics/File/200912/98 來台中摘.doc
4. 中央社（2010），特色夜市選拔，廟口羅東最友善，2010/9/16，取自：http://news.chinatimes.com/society/0,5247,50303269x132010082400781,00.html
5. 台中市政府（2001），修訂台中市綜合發展計畫案，2010/12/29，取自：http://gisapsrv01.cpami.gov.tw/cpis/cprpts/Taichung_city_1/index.asp
6. 台南市政府（2009），台南市政府九十八年度施政計畫，台南市政府。
7. 交通部觀光局（2010），中華民國 98 年國人旅遊狀況調查，2010/9/16，取自：http://admin.taiwan.net.tw/statistics/File/200912/98 國人中摘.doc
8. 台中市政府新聞處（2008）台中市政府新聞處中程（97 至 100 年度）施政計畫，台中市政府。
9. 基隆市政府（2010），基隆市政府 98 年度交通旅遊處施政計畫，2010/12/29，取自：http://www.klcg.gov.tw/home.jsp?mserno=200710020004&serno=200710020004&menudata=klcgmenu&contlink=ap/plans_view.jsp&level2=N&dataserno=200810160022
10. 基隆市政府（1999），基隆市綜合發展計畫，2010/12/29，取自：http://www.rskl.geog.ntu.edu.tw/project/projects/1988-1999/%E5%9F%BA%E9%9A%86%E7%B6%9C%E5%90%88%E7%99%BC%E5%B1%95%E8%A8%88%E7%95%AB/index.htm
11. 五都升格 朱郝強賴菊歡喜就職 提未來施政目標（2010，12 月 25 日），NOWnews【地方新聞】，取自：http://www.nownews.com/2010/12/25/11478-2676640.htm
12. 交通部觀光局（2007），Tour Taiwan Years 2008-2009 旅行台灣年工作計畫，2010/9/16，取自：http://admin.taiwan.net.tw/public/file/200712/2203.pdf
13. (2000).The new economy: Advertising strategies and change in destination marketing organizations.Journal of Travel Research,39(2),146-156.
14. Babbie, E.(2007).The practice of social research.Blemomt, California:Wadsworth Publishing.
15. Baloglu, S.,Brinberg, D.(1997).Affective image of tourism destinations.Journal of Travel Research,35(4),11-15.
16. Bessiere, J.(1998).Local development and heritage: Traditional food and cuisine as tourist attractions in rural areas.Sociologia Ruralis,38(1),21-34.
17. Boniface, P.(2003).Tasting tourism: Traveling for food and drink.Burlington:Ashgate Publishing.
18. Bourdieu, P.(1984).Distinction: A social critique of the judgment of taste.London:Routledge.
19. Choi, S.,Lehto, X. Y.,Morrison, A. M.(2007).Destination image representation on the web: Content analysis of Macau travel related websites.Tourism Management,28(1),118-129.
20. Cromption, J.(1979).An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image.Journal of Travel Research,17(4),18-23.
21. Dann, G.(1996).The language of tourism: A sociolinguistic perspective.Oxford:CABI.
22. du Rand, G.,Heath, E.,Alberts, N.(2003).The role of local and regional food in destination marketing: A South African situation analysis.Journal of Travel and Tourism Marketing,14(3/4),97-112.
23. Echtner, C. M.,Ritchie, J. R. B.(2003).The Meaning and measurement of destination Image.Journal of Tourism Studies,14(1),37-48.
24. Fakeye, P. C.,Crompton, J. L.(1991).Image differences between prospective, first-time, and repeat visitors to the Lower Rio Grande Valley.Journal of Travel Research,30(2),10-16.
25. Frochot, I.(2003).An analysis of regional positioning and its associated food images in French tourism regional brochures.Journal of Travel & Tourism Marketing,14(3/4),77-96.
26. Gartner, W.(1993).Image formation process.Journal of Travel and Tourism Marketing,2(2),191-216.
27. Gunn, C.(1972).Vacationscape.Texas:University of Texas Press.
28. Gunn, C. A.(2002).Tourism planning.New York:Routledge.
29. Hall, C. M.,Mitchell, R.,Sharples, L.(2003).Consuming places: the role of food, wine and tourism in regional development.Food tourism around the world: Development, management and markets,Oxford:
30. Henderson, J.(2004).Food as a tourism resource: A view form Singapore.Tourism Recreation Research,29(3),69-74.
31. Hjalager, A. M.,Corigliano, M. A.(2000).Food for tourists-determinants of an image.International Journal of Tourism Reasearch,2(4),281-293.
32. Horng, J. S.,Tsai, C. T.(2010).Government websites for promoting East Asian culinary tourism: A cross-national analysis.Tourism Management,31(1),74-85.
33. Hudman, L. E.(1986).The impact of catering and cuisine upon tourism.Tourism Review,41(4),2-12.
34. Huizingh, E.(2000).The content and design of web site: An empirical study.Information & Management,37(3),124.
35. Karim, S. A.(2006).Faculty of Graduate College, Oklahoma State University.
36. Kerlinger, F. N.(1986).Foundations of behavioral research.New York:CBS.
37. Kivela, J.,Crotts, J. C.(2006).Tourism and gastronomy: Gastronomy's influence on how tourists experience a destination.Journal of Hospitality & Tourism Research,30(3),354-377.
38. Lertputtarak, S.(2012).The relationship between destination image, food image and revisiting Pattaya, Thailand.International Journal of Business and Management,7(5),111-122.
39. Lin, Y. C.,,Pearson, T. E.,Cai, L. A.(2011).Food as a form of Destination Identity: A Tourism Destination Brand Perspective.Tourism and Hospitality Research,11(1),30-48.
40. Lin, Y. C.,,Pearson, T. E.,Cai, L. A.(2005).Food image in destination marketing.The Second International Conference on Culinary Tourism,San Francisco, California:
41. Ling, L. Q.,Karim, M. S. A.,Othman, M.,Adzahan, N. M.,Ramachandran, S.(2010).Relationships Between Malaysian Food Image, Tourist Satisfaction and Behavioural Intention.World Applied Sciences Journal,10,164-171.
42. Long, L. M.(Ed.)(2004).Culinary tourism.Kentucky:The University Press of Kentucky.
43. Mackay, K. J.,Fesenmaier, D. R.(2000).An exploration of cross-cultural destination image assessment.Journal of Travel Research,38(4),417-423.
44. Molina, A.,Esteban, A.(2006).Tourism brochures usefulness and image.Annals of Tourism Research,33(4),1036-1056.
45. O''Connor, G. C.,O''Keefe, B.(1997).Viewing the web as marketplace: The case of small companies.Decision Support System,21(1),171-183.
46. Okumus, B.,Okumus, F.,McKercher, B.(2007).Incorporating local and international cuisines in the marketing of tourism destinations: the cases of Hong Kong and Turkey.Tourism Management,28(1),253-261.
47. Phelps, A.(1986).Holiday destination image: The problem of assessment-an example developed in Minorca.Tourism Management,7(3),168-180.
48. 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.
49. Sirakaya, E.,Sonmez, S.(2000).Gender images in state tourism brochures: an overlooked area in socially responsible tourism marketing.Journal of Travel Research,38(4),323-362.
50. Telfer, D. J.,Wall, G.(1996).Linkages between tourism and food production.Annals of Tourism Research,23(3),635-653.
51. Tian-Cole, S.,Crompton, J.(2003).A conceptualization of the relationships between service quality and visitor satisfaction, and their links to destination selection.Leisure Studies,22(1),65-80.
52. Um, S.,Crompton, J.(1990).Attitude determinants in tourism destination choice.Annals of Tourism Research,17(3),432-448.
53. Weber, R. P.(1989).Basic content analysis.Newbury Park, California:Sage.
54. Wimmer, R. D.,Dominick, J. R.(1994).Mass media research: An Introduction.California:Wadsworth.
55. Wolf, E.(2002).Culinary tourism: A tasty economic proposition.Portland:International Culinary Task Force.
56. 余基吉、趙海倫、盧俞亘(2011)。以消費者體驗觀點探討台南美食與古蹟旅遊顧客滿意度行為意象關連性研究。台灣觀光學報，8，1-12。
57. 吳國榮(2005)。碩士論文(碩士論文)。私立靜宜大學觀光事業學研究所。
58. 林嫻如(2009)。文化創意產業振興基隆地方特色產業之永續發展。2009文化創意產業永續與前瞻研討會論文集，屏東市:
59. 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。
60. 韓良露(2004)。雙唇的旅行─韓良露食藝文札。台北市:麥田。

1. 劉乃禎,楊涵宇,許佩琪,林上祺,呂青華(2014)。傳統與創新之間：高雄六合夜市與金鑽夜市的比較。東方學報，35，99-111。
2. 謝文凱、陳映菁、江昱仁(2017)。觀光發展下地方餐飲業經營轉變之探討：以台東縣池上鄉為例。島嶼觀光研究，10(4)，1-34。