來台旅客食物恐新症對餐飲選擇意願、餐飲體驗評價與可回憶性之相關性研究─以餐飲熟悉度為干擾變項

Abstract

本研究以國際來台旅客為對象，探討五個變項之間的關係：(1)來台旅客食物恐新症程度對餐飲選擇項目之嚐試意願的影響；(2)餐飲熟悉度會干擾來台旅客食物恐新症與旅遊時餐飲選擇意願的關係；(3)來台旅客旅遊時餐飲選擇意願對餐飲體驗評價的影響；(4)來台旅客旅遊時餐飲體驗評價對可回憶性之影響。本研究首先透過資料蒐集、訪談法、問卷調查法與專家效度獲取餐飲選擇項目，並發展成量化問卷。以便利抽樣與立意抽樣法在國際機場出境大廳向旅客發出260份問卷，有效回收率為98.8%，並以t-test、ANOVA、EFA及Regression Analysis進行分析。研究結果發現： 一、 受訪者的食物恐新症會反向地顯著影響其對大部分餐飲項目的嚐試意願。 二、 受訪者對清蒸魚、雞排、鹽酥雞與小籠湯包之熟悉度會干擾其食物恐新症與對這四項餐飲嚐試意願的關係。 三、受訪者對點心類的餐飲嚐試意願越高者，越同意台灣餐飲具有「開心好吃」與「特殊性」的評價 四、當來台旅客越同意台灣餐飲具有「開心好吃」與「特殊性」的評價時，旅遊後對於台灣餐飲的回憶也會越正向。

The present study attempts to investigate the relationships among five variables, taking international travelers as participants. There are four hypotheses to be investigated. First, the level of the traveler’s food neophobia has a significant impact on his intention of choosing foods. Secondly, the traveler’s familiarity with food items has a significant moderating effect on the relationship between individual’s food neophobia and intention of choosing foods. Thirdly, the traveler’s intention of choosing foods has a significant impact on his dining experience. Last, the traveler’s dining experience has a significant impact on his memorability toward Taiwan. The study applies survey method and distributes 260 questionnaires to the international travelers who have almost finished the trip in Taiwan. The effective response rate is 98.8%. The major findings are, first, food neophobia has a significant and negative influence on respondent’s intention of food choice. Secondly, the individual’s food familiarity only moderates when respondents with high food neophobia choose four food items. When the respondent willingly try the foods of “dessert” category, he tends to perceives the dining experience in Taiwan as pleasant and delicious, and unique. The uniqueness and pleasant and delicious experiences significantly has a positive impact on the respondent’s memorability. More discussions and implications are provided in the conclusion.