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The Relationship Model of the Attractions of Food and Beverage Tourism to Tourist’s Satisfaction and Loyalty in Rural Tourism
Food and Beverage tourism;Attraction of Food and Beverage Consumption;Barrier of Food and Beverage choosing;Tourist’s Satisfaction;Nanjhuang
|Issue Date: ||2013-04-22T08:09:46Z
Food and beverage tourism was recognized as one way to display local products and stimulated tourism but also one kind of important experience to visitors, therefore the linkage between food and beverage and tourism was also essential. This study was undertaken the topic of how food and beverage influenced tourism. The relationship model was constructed with the “tourism motivation”,“barrier of food and beverage consumption”, “decision factor of food and beverage choosing”,“attraction of food and beverage consumption”, “travel satisfaction”, and “the welling to revisit”. The tourists in Nanjhuang, Miaoli County were sampled for the empirical study. The results were obtained as followed: First of all, from the structure equation model, it appeared “tourism motivation” had positive influence to “the “attraction of food and beverage consumption”, that demonstrated higher cognition on rural tourism to visitors and the depth type tourist would more like to try the native food. Secondly, the “barrier of food and beverage consumption” had negative influence to “attraction of food and beverage consumption”. Most factor loading of “barrier of food and beverage consumption” was from the restaurant facilities and the taste of food, thus only clear and delicacy rural culinary food could create dining attraction. Thirdly, “decision factor of food and beverage choosing” also had positive influence on “attraction of food and beverage consumption”, that meant the culinary material, taste and not unambiguous price and high-class dinning setting were more attractive. Finally, the higher “attraction of food and beverage consumption” could make higher “travel satisfaction” of rural tourism, and it also could increase higher possibility of revisit. The results of this study could be references on development of rural tourism and food and beverage tourism in Taiwan.
|Relation: ||鄉村旅遊研究, 4(1): 1-18|
|Appears in Collections:||[地理學系] 期刊論文|
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