第五章 結論與建議
第二節 研究建議
壹、 對政府單位推廣美食觀光之建議
本研究調查結果顯示，受訪者來臺主要目的以品嚐美食的比例最高，可見 以品嚐美食作為觀光主軸的美食觀光可謂最適合臺灣推廣的觀光主力。再者，
調查結果顯示外國遊客來臺旅遊造訪的設施中，以夜市的比例最高，可見於眾 多提供美食的場所中，夜市是最為外國遊客所喜愛的，顯見臺灣美食在夜市的 能見度為最高。有鑒於此，政府單位若是對於臺灣夜市能有完善的規劃與海外 行銷，或許不失為一條可讓臺灣美食躍上國際的康莊大道。然而，依據觀光局 舉辦之「2010 特色夜市選拔」的結果，其中「最環保獎」為從缺，亦即全臺各 大外國觀光客喜愛之夜市中，其環境清潔與公共衛生品質皆無法達到「最環保 獎」的最低標準。因此政府單位在行銷夜市美食時，除了美味之外，更應重視 環境與衛生品質，以使臺灣夜市更具競爭力。
此外，本研究結果顯示熟悉度與品牌權益皆會影響旅遊意願，因此在國際 上應加強臺灣美食的曝光率、塑造良好的知名度以及意象；而於國內則應維持 良好的觀光品質，以保持及提升遊客的忠誠度。
另外，受訪者表示其資訊來源主要為旅行社者的比例最高，而從文獻中得 知旅遊手冊在觀光中是建立意象的主要工具(Neal, Morgan & Pritchard, 2000, 引述自 Frochot, 2003)，因此政府單位可與旅行社合作，並製作旅遊手冊，規劃 與推銷美食觀光行程，以藉此管道散佈臺灣美食相關資訊等。
貳、 對餐飲觀光業者之建議
承上所述，夜市為最多外國遊客造訪的餐飲設施，其次為
一般普通帄價餐 廳(64.4%)、飯店附屬餐廳(
60%)以及
路邊攤(43.2%)等。可見外國遊客較常造 訪帄價的餐飲設施。有鑒於此，為因應國際化，即使是一般帄價的餐飲觀光業 者，其在環境、食物以及語言上皆應加以改善，使得遊客的知覺品質及感受到 之品牌意象能提升，並使遊客進而成為推廣臺灣美食的媒介，亦促進其重遊的 機會。參、 後續研究建議
本研究結果顯示，與其他研究變項相比，品牌忠誠度在對於旅遊意願的影 響以及與熟悉度交乘後對旅遊意願的影響中，皆呈現最大的影響效果。因此後 續的研究或許可將品牌忠誠度獨立為一個變項，檢視其是否會在其他變項間扮 演不同角色。
附錄一 問卷初稿 敬啟者，您好：
本問卷的目的是調查來臺觀光的外國旅客對於臺灣成為美食觀光目的地 的熟悉度、品牌權益、與旅遊意願評估之關係。問卷採匿名方式作答，您只需 花費約 10 分鐘的時間圈選。所有問題均無標準答案，請依照您真實的狀況及 感受回答。您所提供的資料僅供研究統計，絕不單獨對外公開，敬請放心填寫。
非常感謝您的協助！
耑此 敬頌時祺
德霖技術學院校長 洪久賢 臺灣師大人類發展與家庭學系研究生 邱歆喻 敬上
第一部分：美食觀光品牌熟悉度的衡量
[填答說明]：第 1 題為複選題， 請勾選您有使用的資訊來源，若有其他來源，
也請勾選「其他」，並寫出來源；第 2 題為單選題，請依照您真 實情況勾選；第 3~5 題為單選題，請依照您對該句話的同意程度 勾選。
1. 請問您由何種管道獲得臺灣美食的相關資訊？(複選題)
□(1)旅行社 □(2)旅遊手冊/指南 □(3)親戚朋友 □(4)航空公司
□(5)導遊或領隊 □(6)廣告 □(7)書籍/電影 □(8)報章新聞
□(9)目的地直接寄發的信件 □(10)其他____________
2. 您到臺灣旅遊的次數為何？
□(1)1 次 □(2)2 次 □(3)3 次 □(4)4 次 □(5)5 次以上 3. 與一般人相比，我對臺灣美食十分熟悉。
□(1)非常不同意 □(2)不同意 □(3)普通 □(4)同意 □(5)非常同意 4. 與我的朋友相比，我對臺灣美食十分熟悉。
□(1)非常不同意 □(2)不同意 □(3)普通 □(4)同意 □(5)非常同意 5. 與到臺灣多次旅遊的人相比，我對臺灣美食十分熟悉。
□(1)非常不同意 □(2)不同意 □(3)普通 □(4)同意 □(5)非常同意
第二部分：美食觀光目的地品牌權益的衡量
題項
第四部分：個人背景資料
[填答說明]：請依照個人情況填答。
1. 您的性別
□(1)男 □(2)女 2. 您的年齡
□(1) 20 歲以下 □(2) 21~30 歲 □(3) 31~40 歲 □(4) 41~50 歲
□(5) 51～60 歲 □(6) 61 歲以上 3. 您的教育程度
□(1) 國中(或以下) □(2) 高中職 □(3) 大學/專科
□(4) 研究所(或以上) 4. 您的居住地
□(1) 中國大陸 □(2) 香港/澳門 □(3) 日本 □(4) 韓國
□(5) 新加坡 □(6) 馬來西亞 □(7) 美國 □(8) 紐澳
□(9) 歐洲 □(10)其他 _______________
5. 您的職業
□(1) 企業所有人、主管、職員
□(2)專業人員(科學家、工程師、律師、醫師、會計師)
□(3) 教育文化工作人員(作家、音樂家、記者、老師)
□(4) 政府機構人員 □(5) 農、林、漁、牧、工人
□(6) 家庭主婦 □(7) 退休人員 □(8) 學生 □(9) 其他______
6. 請問您來臺灣旅遊的主要目的為何？(單選)
□(1) 品嚐美食 □(2) 宗教 □(3) 探訪親友 □(4) 購物
□(5) 遊覽自然美景 □(6) 參加會議 □(7) 夜生活
□(8) 參觀古蹟 □(9) 體驗歷史文化 7. 您本次來臺的旅遊方式為何?
□(1) 參加旅行團 □(2) 自由行(散客) 8. 您本次來臺造訪哪些餐飲設施?(複選)
□(1) 夜市 □(2) 路邊攤 □(3) 一般普通帄價餐廳 □(4) 飯店附屬餐廳 □(5) 高級餐廳
□(6) 媒體(雜誌、旅遊手冊、電視等)介紹的餐廳 □(7) 其他______________________________
問卷到此結束，再次感謝您的協助，謝謝您！
附錄二 預詴問卷
題項
第二部分：個人背景資料
附錄三-1 正式問卷(簡體)
题项
第二部分：个人背景资料
附錄三-2 正式問卷(日文)
問題
第二部：個人情報
10. 今回の台湾旅行はどの飲食店に行きましたか？（答えは 1 つに限りませ ん）
□(1) 夜市 □(2) 屋台 □(3) 普通のレストラン □(4) ホテルのレストラン □(5) 高級レストラン
□(6) 媒体（雑誌、ガイドブック、テレビなど）紹介されたレストラン □(7) その他______________________________
アンケートは以上です。ご協力、ありがとうございます。
附錄三-3 正式問卷(英文) Dear Lady/Sir,
The purpose of this questionnaire is to explore the relationship between foreign tourists’ familiarity with Taiwan as a destination for culinary tourism, branding, and willingness to travel. The questionnaire is anonymous, and requires only 10 minutes of your time to complete. There are no correct or incorrect answers; please answer the questions as honestly as possible. The information you provide will only be used for research analysis, and will be kept confidential. Thank you for your cooperation!
Sincerely,
Horng Jeou-Shyan,
President of De Lin Institute of Technology Chiou Shin-Yu,
Graduate Student of the Department of Human Develpment and Family, National Taiwan Normal University
Part I: Evaluation of familiarity with culinary tourism destination, branding, and willingness to travel
[Directions]: Part I consist of single-choice questions. Please circle the most appropriate box according to how much you agree with the following statements.
Question
S tr o n g ly Dis ag ree Dis ag ree No o p in io n Ag ree S tr o n g ly Ag ree
1. I often spend time gathering information about Taiwanese cuisine. 1 2 3 4 5 2. I am very familiar with information on Taiwanese cuisine. 1 2 3 4 5 3. I am more familiar than the average person regarding Taiwanese
cuisine. 1 2 3 4 5
4. I am more familiar than my friends regarding Taiwanese cuisine. 1 2 3 4 5 5.
I am more familiar than those who travel to Taiwan frequently
regarding Taiwanese cuisine. 1 2 3 4 5 6. Taiwanese cuisine enjoys a good reputation. 1 2 3 4 5 7. I can easily name famous Taiwanese dishes. 1 2 3 4 5 8. When I think about cuisine, Taiwanese cuisine comes to mind
immediately. 1 2 3 4 5
9. My dining experience in Taiwan is consistent with my impression of
Taiwanese cuisine. 1 2 3 4 5
10. Taiwan offers appealing food (cuisine). 1 2 3 4 5
Question
S tr o n g ly Dis ag ree Dis ag ree No o p in io n Ag ree S tr o n g ly Ag ree
11. Taiwan offers appealing snacks. 1 2 3 4 5 12. My choice to visit Taiwan to enjoy Taiwanese cuisine reflects who I
am. 1 2 3 4 5
13. Taiwan has many friendly cities suitable for culinary tourism. 1 2 3 4 5 14. Visiting Taiwan is a wonderful opportunity for sampling cuisine. 1 2 3 4 5 15. Taiwan has a relaxing dining atmosphere. 1 2 3 4 5 16. Taiwan has a rich food culture. 1 2 3 4 5 17. Taiwan has excellent dining facilities. 1 2 3 4 5 18. Taiwan’s food service personnel are friendly. 1 2 3 4 5 19. Taiwan’s cuisine is diverse. 1 2 3 4 5 20. Taiwan’s cuisine is unique. 1 2 3 4 5
21. Taiwan offers excellent quality in culinary tourism. 1 2 3 4 5 22. Based on Taiwan’s current offerings in cuisine, I can expect
improvement in the future. 1 2 3 4 5 23. Taiwan’s cuisine is better than that of similar destinations. 1 2 3 4 5 24. Taiwan’s dining environment is clean. 1 2 3 4 5 25. Taiwan offers good quality in restaurant service. 1 2 3 4 5 26. Few communication problems occur in Taiwan’s culinary tourism. 1 2 3 4 5 27. Taiwan’s culinary tourism is offered at reasonable prices. 1 2 3 4 5 28. Taiwan offers high quality cuisine. 1 2 3 4 5 29. Taiwan offers delicious cuisine. 1 2 3 4 5 30. I would recommend others to visit Taiwan for culinary tourism. 1 2 3 4 5 31. I enjoy visiting Taiwan for culinary tourism. 1 2 3 4 5 32. Overall, I have confidence in Taiwan’s cuisine. 1 2 3 4 5 33. In the following year, I may visit Taiwan again for culinary tourism. 1 2 3 4 5 34. In the following year, I plan to visit Taiwan again for culinary tourism. 1 2 3 4 5 35. I wish to visit Taiwan again for culinary tourism. 1 2 3 4 5
Part II: Background Information
[Directions]: Please select the most appropriate box.
1. Gender: □ Male □ Female
2. Age: □Under20 □21~30 □31~40 □ 41~50 □51~60 □61 or above 3. Your highest education level is:
□Junior high school or below □ Senior(vocational) high school
□University □Graduate school or above 4. The region you reside in:
□(2)Professional (scientist, engineer, lawyer, doctor, accountant)
□(3)Education or culture field (writer, musician, reporter, school administrator, professor, teacher)
□(4)Government employee
□(5)Agriculture, animal husbandry, forestry, or fishing
□(6)Housewife □(7)Retired □(8)Student
□(9)Other___________________________
6. What is your main purpose for visiting Taiwan? (please choose one)
□(1) Taiwanese cuisine □(2) Religion □(3) Visiting friends
□(4) Shopping □(5) Natural environment □(6) Attend a conference □(7) Nightlife □(8) Artifacts and relics
□(9) Experience history and culture □(10) Other __________
7. How many times have you visited Taiwan? (including this visit)
□(1)1 □(2)2 □(3)3 □(4)4 □(5)5 and more 8. How did you currently travel to Taiwan?
□(1) Through a tour group □(2) By myself (individual traveler)
□(3) Other ____________
9. From where did you receive information regarding Taiwanese cuisine (multiple choice)
□(1) Travel agency □(2) Travel brochure/guide
□(3) Friends and family □(4) Airline company □(5) Tour guide
□(6) Advertisement □(7) Publications/movies □(8) News reports □(9) Direct mail from travel destination □(10)Other_______________
10. What dining facilities have you visited on your current visit to Taiwan?
(multiple choice)
□(1) Night market □(2) Street-side vendor
□(3) Normal, everyday restaurant □(4) Hotel restaurant
□(5) High-end restaurant □(6) Restaurant featured in the media (magazine, travel guide, television show)
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