A Study of the Gastronomic Identity and Image of Taiwan

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Project title

Code/計畫編號

NSC100-2410-H126-033

Translated Name/計畫中文名

台灣美食自明性和意象之研究

Project Coordinator/計畫主持人

Richard Ching-Yu Chang

Funding Organization/主管機關

National Science and Technology Council

Website

https://www.grb.gov.tw/search/planDetail?id=2328291

Year

2011

Start date/計畫起

01-08-2011

Expected Completion/計畫迄

31-07-2012

Bugetid/研究經費

522千元

ResearchField/研究領域

管理科學

台灣美食自明性和意象之研究獨特和難忘的美食自明性(gastronomic identity)和美食意象(gastronomic image)可視為提升旅遊目的地之特殊性與競爭力的重要資產。但是從旅遊目的地和遊客觀點來探討美食自明性和意象的研究卻明顯缺乏。儘管臺灣觀光局有利用其官方網站推廣臺灣美食產品，研究卻發現臺灣觀光局跟其他鄰近旅遊國家的網站相比，在關於台灣代表性的美食並無足夠的資訊。這代表台灣觀光局可能沒有完全利用臺灣美食產品的特性與構面來設計一個有效的美食自明性，這有可能會影響國際遊客對臺灣的美食意象。因此，本研究的目的可分為兩方面：第一，分析臺灣觀光局的官方網站在呈現臺灣美食自明性時，所利用的美食屬性及其呈現方法的有效性。第二，瞭解國際旅客對於臺灣美食意象的觀感與評估。本研究將分析臺灣觀光局官方網站內容及與觀光局官員深度訪談來探討臺灣觀光局的官方網站裡所呈現的臺灣美食自明性，另一方面，利用凱利方格與半結構訪談來調查國際旅客所認知的臺灣美食意象。本研究結果將會提升對美食自明性有更明確的了解進而對美食意象及旅客相關飲食行為提供理論基礎。而且本研究採用凱利方格法來引導遊客用自己的「辭彙」來描述所認知的美食意象，提供了創新的研究方法來研究美食意象。 A Study of the Gastronomic Identity and Image of Taiwan Unique and memorable gastronomic identity and image are valuable assets as they enhance the distinctiveness and competitiveness of a destination. There is a dearth of studies that specifically address gastronomic identity and image both from the destination’s and tourists’perspectives. Taiwan Tourism Bureau (TTB) has utilized its website to promote the gastronomic products available in Taiwan. Nonetheless, it is found that TTB’s website didnot provide sufficient information about representative cuisines in Taiwan as compared to the websites of neighboring competing destinations. This suggests that TTB might not have fully capitalized on important dimensions of Taiwan’s gastronomic products, as well as adopted an effective approach in constructing a unique gastronomic identity for Taiwan. In light of this, the objectives of this study are twofold: first, to identify the attributes utilized by TTB in representing the gastronomic identity of Taiwan and to examine the effectiveness of the approaches adopted; second, to explore how tourists perceive and evaluate the gastronomic image of Taiwan. Content analysis will be employed to examine TTB’s website and in-depth interviews will be conducted with TTB officials in order to explore the projected gastronomic identity of Taiwan. On the other hand, the repertory grid method and semi-structured interview will be conducted to investigate the perceived gastronomy image of Taiwan from international tourists’perspective. It is believed that an advanced understanding of the dimensions of gastronomic identity will provide valuable theoretical groundwork for further studies on its effect on tourists’perception of a gastronomic image, and their subsequent food consumption behavior in the destination. Additionally, this study will utilize an innovative method (i.e., repertory grid method) to elicit the perceived gastronomic image based on tourists’own “vocabularies”, thus, contributing a new method in studying gastronomic image.

Keyword(s)

臺灣美食
美食自明性
美食意象
凱利方格
Gastronomic identity
gastronomic image
repertory grid method

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A Study of the Gastronomic Identity and Image of Taiwan

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