美食觀光策略模式之建構__臺灣博碩士論文知識加值系統

近年來，為了美食而旅遊已蔚為一種新興旅遊風潮，這也讓許多旅遊目的地將食物與料理視為一個對觀光事業發展的重要市場利基和觀光資源，故美食觀光提供旅遊目的地和企業 ... 資料載入處理中... 跳到主要內容 臺灣博碩士論文加值系統 ::: 網站導覽| 首頁| 關於本站| 聯絡我們| 國圖首頁| 常見問題| 操作說明 English |FB專頁 |Mobile 免費會員 登入| 註冊 功能切換導覽列 (167.99.71.17)您好！臺灣時間：2022/06/1521:11 字體大小：       ::: 詳目顯示 recordfocus 第1筆/ 共1筆  /1頁 論文基本資料 摘要 外文摘要 目次 參考文獻 電子全文 紙本論文 QRCode 本論文永久網址: 複製永久網址Twitter研究生:蔡振蒼研究生(外文):Chen-Tsang(Simon)Tsai論文名稱:美食觀光策略模式之建構論文名稱(外文):ConstructingaModelofCulinaryTourismStrategies指導教授:洪久賢指導教授(外文):Jeou-ShyanHorng學位類別:博士校院名稱:國立臺灣師範大學系所名稱:人類發展與家庭學系學門:人文學門學類:人類學學類論文種類:學術論文論文出版年:2010畢業學年度:98語文別:中文論文頁數:187中文關鍵詞:美食觀光、觀光策略、資源基礎理論外文關鍵詞:culinarytourism、tourismstrategy、resource-basedtheory相關次數: 被引用:18點閱:4157評分:下載:336書目收藏:4 　　近年來，為了美食而旅遊已蔚為一種新興旅遊風潮，這也讓許多旅遊目的地將食物與料理視為一個對觀光事業發展的重要市場利基和觀光資源，故美食觀光提供旅遊目的地和企業體創造一個獨特的競爭優勢之機會，同時對於國家觀光策略發展具有不可忽略的影響力。

有鑑於此，以資源基礎理論觀點，本研究目的有三：(1)確認美食觀光策略之內涵；(2)建構美食觀光策略架構與指標；(3)驗證美食觀光策略模式之效用與各因素之相對貢獻程度。

　　在研究方法方面，本研究採用質性研究取徑的文件分析法、文獻回顧與深度訪談；之後，採模糊德菲法整合產、官、學界等23位專家的意見，彙整出具體的美食觀光策略量表；最後，以調查法針對台灣觀光餐旅學界與業界(包括旅館業和旅行業)進行問卷施測，學界之有效問卷共595份，旅館業之有效問卷為61份，旅行業之有效問卷則為123份，用以驗證美食觀光策略模式之效用與貢獻程度。

　　研究結果顯示：本研究所建構的美食觀光策略模式為一個以「美食觀光策略」為首的二階因素，其下包括「善用美食觀光資源」、「政府推動美食觀光之方針」、「推廣美食文化產業」和「建構飲食文化與觀光的教育環境」等四個初階因素，且包含代表各個初階因素的10項策略構面「推廣美食的組織與制度」、「特色美食節慶與展覽」、「美食相關軟硬設施」、「整合政府組織外部的管理」、「強化政府組織內部的能力」、「形塑美食文化品牌與特色」、「確立目標市場需求與產品品質」、「善用多元行銷策略與宣傳活動」、「深耕美食文化觀光教育與強化產學互動」和「提升餐飲管理與實務的專業能力」，共計75個指標題項。

另一方面，此美食觀光策略的測量模式具有良好適配度，而模式的外在品質也具有良好的信度、聚合和區辨效度，故此模式之內涵具有相當程度的可信度與有效性。

同時，此模式的關鍵因素的相對貢獻程度皆很高，其因素負荷量介於0.86至0.99之間，貢獻比重依序為「推廣美食文化產業」、「建構飲食文化與觀光的教育環境」、「政府推動美食觀光之方針」和「善用美食觀光資源」。

　　整體而言，發展美食觀光策略應善用美食、文化、觀光三者之間的資源關係，並透過政府、民間企業和人民的合作精神以及創新，成功地運用行銷策略拓展二地的美食觀光市場。

未來更從教育著手培育更多的餐旅專業人才，以及資助美食觀光市場的研究調查，以提升美食觀光的產品與服務的品質，讓旅客能夠有夠體驗多元化且具深層文化的當地飲食，而能成功的打造國家的美食意象。

最後，除了具實務應用的價值，本研究將RBT運用在國家的觀光資源與策略規劃中的研究結果也將是觀光學術的重要貢獻。

Experiencinglocalcuisineshasemergedasamajortravelactivityinrecentyears,andmanytourismdestinationsviewtheirfoodandcuisinesasamarketniche.Therefore,inadditiontocreatingauniquecompetitiveedgefortourismdestinationsandrelatedenterprises,culinarytourismholdsgreatpromisefornationaltourismdevelopment.　Therefore,theaimsofthisstudybasedonresource-basedtheory(RBT)areto(1)toconfirmthecontentsofculinarytourismstrategies;(2)toconstructtheframeworkandindicatorsofculinarytourismstrategies;and(3)toverifythereliability,validityandtherelativeimportanceofkeyfactorsofculinarytourismstrategiesmodel.Thisstudyperformedqualitativedocumentanalysis,literaturesreviewandin-depthinterview.Then,FuzzyDelphiMethodhasbeenemployedinthisstudyforconstructingtheframeworkandindicatorsofculinarytourismstrategies.Finally,aquantitativeresearchdesign,usingmultivariatestatisticaltechniques,facilitatedthedataanalysis.Thesampleconsistedof595teachersfromtourismandhospitalityacademicprograms,61employeesfrominternationaltouristhoteland123employeesfromtravelagenciesinTaiwan.Theresultsofthisstudyshownthismodelconsistsoftwoordersofconstructswhitculinarytourismstrategiesontop;fourdimensionsarefirst-orderfactors,includ-ingidentifyingandeffectivelyusingculinarytourismresources,evaluatinggovernmen-talprinciplesforpromotingculinarytourism,adoptingmarketingstrategiestopromoteculinaryculturalsectors,andconstructingeducationalenvironmentforculinarycultureandtourism;10observedvariablescomeunderneaththesedimensions;and75indica-torscomeunderneaththecorrespondingobservedvariables.And,thismodelalsohadthegoodmodel-fit,reliability,convergentvalidity,anddiscriminantvalidity.Finally,theresultsshowthateachkeyfactorhasagreatcontributiontoculinarytourismstrategiesintermsofsamplegroups.Thevaluesoffourfactorloadingsareamong0.86and0.99.Amongthefourfactors,“adoptingmarketingstrategiestopromoteculinaryculturalsectors”,“constructingeducationalenvironmentforculinarycultureandtourism”,“evaluatinggovernmentalprinciplesforpromotingculinarytourism”,and“identifyingandeffectivelyusingculinarytourismresources”.Insum,culinarytourismstrategiesmusteffectivelyoftherelationshipsamongcuisines,culture,andtourism.Government,industriesandlocalresidentsmustcooper-ateandbecreativeinformulatingmarketingstrategiesandexpandingculinarytourismmarket.Tourismandhospitalityprofessionalsmustalsobecultivatedtosupportrelatedstudies,improvethequalityofculinarytourismproductsandservices,providetouristswithdiverselocalfoodswhichcarrydeepculturalmeanings,andsuccessfullybuildupthenationalculinaryimage.Finally,asidefromitspracticalimplications,inimportantcontributionofthisstudyistheapplicationofRBTtonationaltourismresourceandstrategyplanning. 中文摘要　．．．．．．．．．．．．．．．．．．．．．i英文摘要　．．．．．．．．．．．．．．．．．．．．．iii誌謝辭　．．．．．．．．．．．．．．．．．．．．．v內容目錄　．．．．．．．．．．．．．．．．．．．．．vi表目錄　　．．．．．．．．．．．．．．．．．．．．．viii圖目錄　　．．．．．．．．．．．．．．．．．．．．．x第一章　　緒論．．．．．．．．．．．．．．．．．．．1　　第一節　　研究背景．．．．．．．．．．．．．．．1　　第二節　　研究動機．．．．．．．．．．．．．．．4　　第三節　　研究問題與目的．．．．．．．．．．．．8　　第四節　　名詞解釋．．．．．．．．．．．．．．．10　　第五節　　研究範圍與對象．．．．．．．．．．．．11　　第六節　　研究流程．．．．．．．．．．．．．．．11第二章　　文獻回顧．．．．．．．．．．．．．．．．．13　　第一節　　美食觀光．．．．．．．．．．．．．．．13　　第二節　　美食觀光策略．．．．．．．．．．．．．22　　第三節　　資源基礎理論．．．．．．．．．．．．．37第三章　　研究方法．．．．．．．．．．．．．．．．．45　　第一節　　研究架構．．．．．．．．．．．．．．．45　　第二節　　研究設計．．．．．．．．．．．．．．．46　　第三節　　研究構面與題項發展．．．．．．．．．．49　　第四節　　模糊德爾菲法．．．．．．．．．．．．．56　　第五節　　調查法．．．．．．．．．．．．．．．．64　　第六節　　資料分析方法．．．．．．．．．．．．．66第四章　　研究結果與討論．．．．．．．．．．．．．．70　　第一節　　美食觀光策略指標之篩選．．．．．．．．70　　第二節　　美食觀光策略構面之評估．．．．．．．．74　　第三節　　美食觀光策略模式之驗證．．．．．．．．98　　第四節　　綜合討論．．．．．．．．．．．．．．．116第五章　　結論與建議．．．．．．．．．．．．．．．．125　　第一節　　結論．．．．．．．．．．．．．．．．．125　　第二節　　管理實務意涵．．．．．．．．．．．．．131　　第三節　　研究限制．．．．．．．．．．．．．．．136　　第四節　　未來研究建議．．．．．．．．．．．．．137參考文獻．．．．．．．．．．．．．．．．．．．．．．139附錄A：效度專家問卷．．．．．．．．．．．．．．．．159附錄B：專家問卷．．．．．．．．．．．．．．．．．．167附錄C：學界正式問卷．．．．．．．．．．．．．．．．173附錄D：旅館業正式問卷．．．．．．．．．．．．．．．178附錄E：旅行業正式問卷．．．．．．．．．．．．．．．183 中文部份：交通部觀光局(2009)，中華民國97年來台旅客消費及動向調查，台北：交通部觀光局林慶弧(2004)，飲食文化與鑑賞，台北：新文京開發。

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