鄉村美食旅遊行為研究－以東北角及宜蘭海岸國家風景區為例

Abstract

遊客在進行鄉村旅遊時，飲食體驗是不可或缺的，本研究旨在探討鄉村美食旅遊與遊客行為模式間之影響關係，透過調查遊客在當地美食旅遊中的涉入程度、動機、滿意度、難忘體驗以及再訪意願等特性關聯性，並加入食物有關之人格特徵、社會人口學變項及遊憩特徵分析，對提出之研究假設模型進行驗證。期望通過研究區域性旅遊餐飲文化，探討當地美食場所的特色如何影響遊客，並將這些特色應用於鄉村旅遊的開發和經營管理中。 本研究選擇擁有獨特美食文化的東北角及宜蘭海岸國家風景區作為研究區域，藉由線上問卷收集了620份有效問卷，並透過SPSS 22.0進行敘述性統計、信效度、卡方檢定、變異數及相關分析。研究結果支持了本研究之假設模型，食物有關之人格特徵與遊客對美食旅遊的涉入程度、動機之間存在相關性；同時，這些食物相關的特質、涉入程度以及動機都會影響遊客對美食的難忘體驗，進而影響遊客的遊憩滿意度，而遊客對美食的滿意度則對其再訪意願產生影響。 另外，也透過分析社會人口學變項及東北角或宜蘭地區的美食旅遊特徵，發現女性遊客在美食對其遊憩行為之重要性明顯高於男性，更願意嘗試新的食物，且青年群體普遍更重視和接受美食；在遊憩特徵方面，可以發現較常進行國內旅遊之遊客，在美食旅遊之各項分析皆有較好之成果展現。現處於新冠疫情後的觀光復甦階段，期望透過本遊客行為分析，加深對於臺灣鄉村地區美食旅遊之了解，期望有助於未來區域旅遊的優化和經營管理。

Culinary experiences are essential when tourists travel to rural areas. This study aims to investigate the relationship between rural food tourism and tourist behaviour. The proposed research hypotheses were tested by examining the relationships between tourists' involvement, motivation, satisfaction, memorable food experience (MFE) and revisit intention, as well as by analysing food-related personality traits (FRPTs), socio-demographic and leisure characteristics. It is hoped that through the study of regional culinary culture, the characteristics of local food establishments can be investigated to see how they affect tourists and how these characteristics can be applied to the development and management of rural tourism. In this study, the Northeast and Yilan Coast National Scenic Area, which has a unique culinary culture, was selected as the study area. A total of 620 valid questionnaires were collected through online questionnaires. Narrative statistics, reliability, chi-square, variance and correlation analyses were conducted using SPSS 22.0. The results supported the hypothesised model of this study. There is a correlation between FRPTs, tourist involvement and motivation in food tourism. At the same time, these FRPTs, involvement and motivation will affect tourists' MFE, which in turn will affect tourists' satisfaction. Tourists' satisfaction with the food has an impact on their willingness to return to the rural area. In addition, by analysing the socio-demographic variables and characteristics of food tourism in the Northeast and Yilan regions, it was found that the importance of food to female tourists was significantly higher than that of male tourists. Female tourists are more willing to try new foods. Furthermore, the youth group generally valued and accepted food. In terms of recreational characteristics, tourists who travelled to Taiwan more often showed better results. At this stage of tourism recovery after COVID-19, we hope that this analysis of tourist behaviour will deepen our understanding of food tourism in Taiwan's rural areas and help to enhance and manage regional tourism in the future.