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題名:食物伴手禮產品屬性之研究
作者:洪士峰
作者(外文):HUNG, SHIH-FENG
校院名稱:國立高雄餐旅大學
系所名稱:觀光研究所
指導教授:張德儀
學位類別:博士
出版日期:2021
主題關鍵詞:在地食物伴手禮食物伴手禮消費價值地方真實性local foodssouvenirsfood souvenircustomer valueauthenticity
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伴手禮是觀光消費中的重要商品,不僅表達在地的意象與觀光客的回憶,透過伴手禮將該地的祝福和特色傳遞給其他人。在地食物可說是地方上最直觀與最有魅力的地方特色,以往只是滿足觀光客的生理需求或是提供尋幽獵奇的旅遊素材。然而當伴手禮使用在地食物來製做成食物伴手禮,則更受到觀光客的青睞與喜愛。人們旅行尋找的往往是地方的代表性和真實性,而食物伴手禮便扮演了這個角色。本研究首先透過方法目的鏈了解觀光客購買伴手禮的屬性結果價值,並透過價值階層圖往回溯源,找出觀光客饒有共鳴的伴手禮屬性。
接著使用KANO二維品質研究法與DEMATEL實驗室決策評估法,分別評估萃取出來的食物伴手禮產品屬性,各有「使用在地食物」、「口味要好」、「標明在地特產」、「地方真實性」與「體積易收納」等五種魅力屬性,並透過DEMATEL評估各屬性要素之間的關聯度和影響程度,找出核心要素為「使用在地食物」。透過在地食物加以製做成食物伴手禮,不僅滿足人們選擇伴手禮時對原物料的信任度,也更能清楚感受到來自於地方真實性與地方吸引力。另外食物伴手禮的「體積」與「重量」雖是獨立的產品屬性,但也大大影響觀光客的購買意願。本研究的研究設計不僅採用多種研究方法,並且歷經二到三年的調查期,以求研究之深入與廣泛,結果上定義了食物伴手禮的內容,並找出關鍵核心的產品屬性,為未來的食物伴手禮發展方向奠定些微的基礎,並有助於未來觀光產業與在地食物和特產之研究。
Souvenirs are an important commodity in tourism consumption. They not only express the image of the place and the memories of tourists, but also pass on the blessings and characteristics of the place to others through souvenirs. Local foods can be said to be the most intuitive and attractive feature of the destination. When souvenirs use local foods to make food souvenirs, they are more favored and loved by tourists. People travel to find the representativeness and authenticity of the place, and food souvenirs play this role. This research first understands the attribute result value of tourists purchasing souvenirs through the means-end chain, and find out the attributes of souvenirs that resonate with tourists.
Then use the KANO model and DEMATEL to evaluate the attributes of the extracted food souvenir products. Each has "use local foods", "taste good", "mark local specialties", "the authenticity" and "easy to storage", are used to evaluate the relevance and influence of each attribute element through DEMATEL, and find the core element as "local foods". Making food souvenirs through local foods not only satisfies people's trust in the raw materials when choosing souvenirs, but also clearly feels the authenticity and attraction of the place. The research design of this study not only used a variety of research methods, but also went through a two to three-year survey period to seek in-depth and extensive research. As a result, the content of food souvenirs was defined and the key core product attributes were identified. The future development direction of food souvenirs lays a slight foundation, and contributes to future research on the tourism industry and local food and specialty products.
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