| 摘要: | 餐飲是觀光客旅遊體驗中的一個重要項目，越來越多人希望經由旅行來享受及瞭解各國美食，藉由美味餐飲來發展觀光已成為各國觀光主管經營機關努力的方向。本研究在瞭解東方與西方觀光客對臺灣的飲食意象，研究分別針對東方觀光客發放104份問卷，西方觀光客發放263份問卷，並同時採用質化與量化方法分析資料。質性研究發現，東方觀光客對於臺灣飲食之整體意象包括美味的、便宜的、小籠包、夜市小吃和八角；西方觀光客則為美味的、多樣的、珍珠奶茶、夜市和麵食。東方觀光客對於臺灣飲食之心理意象為幸福的、開心的、美味的、便宜的和飽足的；西方觀光客則為開心的、友善的、吵雜的、良好的和放鬆的。東方觀光客認為臺灣最獨特之飲食為小籠包、臭豆腐、芒果冰、牛肉麵和夜市小吃；西方觀光客則為臭豆腐、珍珠奶茶、牛肉麵、水餃和小籠包。量化研究另發現，東方和西方觀光客對於臺灣飲食的飲食衛生、是否容易消化、使用天然食材、美味、具吸引力、獨一無二、多樣的飲食選擇和多樣的傳統食物等變數的看法有顯著差異。東方觀光客對於臺灣飲食，認同度較高之意象包括很多夜市、很多小吃、美味、具吸引力和獨一無二等。西方觀光客認同度較高之意象包括很多夜市、很多小吃、價格合理、多樣的飲食選擇和美味等。研究發現東方和西方觀光客，均對臺灣飲食留下良好意象，臺灣確實有發展美食觀光的潛力，建議政府觀光部門，可以針對東方與西方觀光客，進行不同的美食行銷策略，以利吸引更多的外國觀光客前來臺灣觀光。
Cuisine is an attractive factor and is an important part of tourists' travel experience and is crucial for tourism development. This study aimed to identify eastern and western tourists' culinary images of Taiwan. Both qualitative and quantity methods were used, and 104 questionnaires were obtained from eastern tourist, 263 questionnaires were obtained from western tourists. According to the results of qualitative study, about holistic culinary image, eastern tourists indicated their Taiwanese holistic food image included delicious, cheap, xiao long bao, night markets food, and star anise. In contrast, western tourists indicated delicious, variety, bubble tea, night markets, and noodles were their Taiwan holistic food image. About psychological culinary image, eastern tourists indicated blessed, happy, delicious, cheap, and satiate. Western tourists indicated happy, friendly, noisy, good, and relaxing. About unique culinary image, eastern tourists indicated xiao long bao, stinky tofu, mango shaved ice, beef noodles, and night markets were the most unique foods and beverages in Taiwan. On the other hand, western tourists indicated stinky tofu, bubble tea, beef noodles, dumpling, and xiao long bao were the most unique foods and beverages in Taiwan. According to the results of quantity study, it was found that eastern and western tourists had different viewpoints on the items of hygienic, easily digestible, use natural ingredients, delicious, appealing, unique, variety of food choices, and variety of traditional foods. Eastern tourists most likely to support that Taiwan has a lot of night markets, have a lot of snacks, delicious, appealing, and unique. In contrast, western tourists most likely to support that Taiwan has a lot of night markets, have a lot of snacks, reasonable price, variety of food choices, and delicious. The results indicate both eastern and western tourists have positive culinary image of Taiwan and Taiwan does have good strength to develop culinary tourist. However the tourism authorities should have different marketing strategies on eastern and western markets. |
