日本來台旅客餐飲消費體驗對整體旅遊體驗與旅遊行為意圖關係之研究

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Title:	日本來台旅客餐飲消費體驗對整體旅遊體驗與旅遊行為意圖關係之研究 The Impact of the Dining Experience in Tourism on the Holistic Experience and Travel Behavioral Intentions among Japanese Tourists
Authors:	詹佩文
Contributors:	觀光事業研究所
Keywords:	日本來台旅客餐飲消費體驗整體旅遊體驗旅遊行為意圖 Japanese tourist dining experience holistic travel experience travel behavioral intentions
Date:	2006
Issue Date:	2014-09-09 13:34:33 (UTC+8)
Abstract:	「餐飲消費」是旅遊體驗中必要的元素之一，旅客可藉由餐飲消費來體驗一個新的旅遊目的地。餐飲消費也被視為旅遊目的地行銷發展的重要因素，這使得餐飲在旅遊目的地經濟成長的貢獻上扮演日益重要的角色。另外，過去研究結果指出日本旅客對餐飲的重視以及要求度高，甚至會影響行為意圖，而日本旅客是來台旅遊的主要市場，因此瞭解日本來台旅客的需求是目前的重要課題。根據近年來的交通部觀光局「來台旅客消費及動向調查報告」結果發現，在吸引日本旅客來台觀光的因素當中，「菜餚」是吸引來台觀光的主要因素，然而，台灣是否適合對日本來台旅客發展「餐飲觀光」呢？因此，在本研究主要研究目的為探討日本來台旅客在台旅遊期間的餐飲消費體驗之內涵以及對整體旅遊體驗、旅遊行為意圖之影響。本研究工具利用訪談日本來台旅客和相關文獻來發展成量化問卷，問卷內容包含有餐飲消費體驗、整體旅遊體驗、旅遊行為意圖、旅遊屬性以及個人社經背景五部分。於桃園中正國際機場出境大廳採便利抽樣方式針對即將回國的日本旅客進行問卷調查，共發放246份正式問卷，扣除無效問卷12份，有效問卷共計有234份，有效回收率為95.12%，並以t檢定、單因子變異數分析、因素分析及迴歸分析進行樣本的分析。研究結果發現：一、日本來台旅客多為20-39歲的未婚男性居多，受過大學以上教育，年收入為720萬日幣以上，職業以管理幹部以及一般職員居多。另外，多為首次和朋友一起參加團體旅遊方式停留3夜者來台觀光者，而且在台旅遊期間主要花費為購物。此外在台旅遊期間的餐飲資訊來源主要是從媒體得知的，其次是由口碑推薦得知的，而最常去一般的餐廳用餐，其次是到夜市/路邊攤用餐，而且對台灣的餐飲擁有高度興趣以及具有80%~100%的重要程度。二、旅遊中的餐飲消費體驗經由因素分析後萃取出六個因素：餐飲變化與品質、服務人員的態度、餐廳的環境與清潔、餐飲價格與價值、服務人員的能力，以及食物的清爽和溫度。三、部分人口統計變項(年齡、最高學歷及職業)及旅遊屬性(來台目的、旅遊安排方式、旅遊同行者、主要用餐場所、餐飲興趣程度以及餐飲重要程度)在餐飲消費體驗具有顯著差異。四、部分人口統計變項(年齡、性別、年收入、最高學歷及職業)及旅遊屬性(來台次數、來台目的、停留夜數、旅遊安排方式、旅遊同行者、旅遊主要支出、餐飲資訊來源、餐飲興趣程度以及餐飲重要程度)在整體旅遊體驗以及旅遊行為意圖具有顯著差異。五、日本來台旅客的餐飲消費體驗滿意度會影響整體旅遊體驗的滿意度。六、日本來台旅客的餐飲消費體驗滿意度會影響旅遊行為意圖的可能性。 "Food consumption" is one of the essential elements in tourist experience, because tourist can to experience the destination by food consumption. Food consumption be-comes an important factor in destination marketing development. the role of the food consumption becomes more important in growth of the destination economy. Japan is not only recognized as Asia’s leading generator of international tourism, but also ex-pected to continue its rapid growth in the present future. When visiting Taiwan, Japa-nese tourists regard "Chinese cuisine" as the number one factor attracting them to plan the travel, as they prefer food as a tourism activity. The destination management should acknowledge that they strive to provide satisfying, memorable and valuable experiences to their tourists in hopes that tourists will desire to repurchase the experience. The study purposes are explore the dining experience and the impact on holistic experience and travel behavioral intentions. The research instruments are through Japanese tourists interviewed and search ref-erences to development the structure questionnaire. The questionnaire included the din-ing experience in tourism, the holistic experience, travel intentions, travel attitudes, and personal information. Collected a total of 246 returned questionnaires from the Japanese tourists at the departing area of the CKS International Airport, using convenient sam-pling, and 234 (95.12%) returned are valid for further analyses. Descriptive analysis, Independent sample t test, One-way Analysis of Variance, Factor Analysis, Regression Analysis are to be used to analyze the data. The results were summarized as follows: 1. Demographic profile: most of the respondents were young single male with higher education background and year income higher than 7.2 million, the most occupation was manager. In addition, most of the respondents were first time with friends joined in the group tourism in Taiwan, who stayed 3 nights. The most of dining information in Taiwan were known by medias. The respondents were have higher degree of the interest and important with Taiwan F&B. 2. Factor analysis: dining experience in tourism have six factors- Varity and quality, staff’s attitude, environment and cleaning, price and value, staff’s capability, and light and temperature. 3. A part of the demographic and travel attitudes had signature different with dining experience in tourism, holistic experience, and travel behavioral intentions. 4. The satisfaction of dining experience in tourism of Japanese tourists would influ-ence the satisfaction of holistic experience and the possibility of travel behavioral intentions. More implications were discussed.
Appears in Collections:	[Department of Tourism & Graduate Institute of Tourism Industry ] Thesis

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