旅遊中餐飲體驗阻礙量表之建構

Abstract

千禧年前後，餐飲體驗議題受到觀光旅遊領域學者的重視，餐飲體驗影響了遊客在旅遊過程中的決策、動機、滿意度、重遊意圖、整體旅遊體驗等。在2004年，Cohen and Avieli首度以餐飲在旅遊中扮演的是吸引力亦或是阻礙，進行一體二面的質性研究探索，證實旅遊餐飲活動中確實存有阻礙遊客嚐試的因素。本研究的主要目的為發展適用於旅客在旅遊目的地對於當地餐飲體驗的阻礙程度衡量量表。餐飲體驗阻礙是過去研究沒有探索過的內容，因此，本研究以追求幸福做為哲學理論背景，其次建構於獲得幸福感受之上的心流理論(Csikszentmihalyi, 1975)和Maslow的需求理論做為心理學理論背景，並藉消費者滿意衡量以及新起的不滿意衡量(Alegre and Garau, 2010)做為行銷學理論背景。 量表建立過程依據Churchill在1979年所主張的量表發展八步驟。原始題項55題經過2階段正式問卷773人，透過探索性和驗證性因素分析從本研究整體模式適配圖檢驗發現餐飲體驗阻礙量表共涉及4個因素、4個子構面，29題題項，因素一餐飲危害(food risk)包含了擔心懷疑(worry and doubt)和不衛生(not clean)2個子構面，因素二餐飲認知缺乏(lack of food perception)包含了不熟悉(unfamiliar)和訊息不明(unclear information)2個子構面，因素三罕見奇怪(rarely and strange)以及因素四不易達(inaccessible)。本研究結論將有助於瞭解餐飲體驗阻礙的成份並可以瞭解遊客旅遊時對於旅遊地餐飲的阻礙程度。The purpose of this study was to explore the result of the survey by developing the “Scale of Food Experience Constraints in Tourism”. There samples consists of 773 tourists by using purposive sampling.55 items were developed in the original questionnaire. After the factor analysis, item-to-response and correlation analysis, the final version of the Scale of Food Experience Constraints in tourism consists of 29 items which are divided into four dimensions: food risk, rarely and strange, inaccessible. The food risk consisted of two sub-dimensions, including worry and doubt, unfamiliar and the lack of food perception included clean, unclear information. The scale provided good validity and reliability. Based on these findings, the scale can be used in future food experience constraint related researches and manages.