Healthy Eating Attitude and Its Impact on Travel Eating Behavior of the Taiwanese Tourists

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基本資料

Project title

Code/計畫編號

NSC98-2410-H126-034-SSS

Translated Name/計畫中文名

台灣旅客健康飲食態度對旅遊飲食行為之影響

Project Coordinator/計畫主持人

Richard Ching-Yu Chang

Funding Organization/主管機關

National Science and Technology Council

Department/Unit

Department of Tourism and Hotel Management ,Tamkang University (TKU)

Website

https://www.grb.gov.tw/search/planDetail?id=1875498

Year

2009

Start date/計畫起

01-08-2009

Expected Completion/計畫迄

31-07-2010

Bugetid/研究經費

482千元

ResearchField/研究領域

藝術

在現今提倡並注重的健康意識的前提下，越來越多人開始並強調飲食與健康的關係。在旅遊研究中，雖然有關於旅客的健康意識的研究日益增加，但有關於旅行飲食行為的研究卻十分缺乏。因此，本研究試圖探討台灣旅客的健康飲食信仰及健康飲食態度對其旅遊飲食行為之影響。通過採用質性和量化相結合的辦法，本研究將採用重點小組訪談和問卷調查，獲得研究結果。Regression analysis 將被應用到測試三者之間的關係(信仰、態度、旅遊飲食行為);Independent sample t-test 和ANOVA 分析將用於調查社會人口變量是否與三個結構有任何統計差異。由於台灣旅客大都屬於中國飲食文化，本研究結果將對旅遊飲食行為之研究有莫大的貢獻，同時，亦將為今後研究其他具有中國飲食文化背景旅客之旅遊飲食行為奠定基礎。它還將為其他旅遊國家或旅遊景點提供開發和營銷的美食產品之建議與參考，以滿足台灣遊客及其他具有中國飲食文化背景旅客之健康與美食需求。 Heightened health-consciousness has marked an era that recognizes and emphasizes food’s relationship to physical health. In the context of tourism, although there is a growing interest in the study of tourists’ health-orientation, there is a dearth of studies pertaining to tourists’ travel eating behavior. Existing literature with regard to tourists’ eating practice are scarce, and have predominately focused on tourists from Western countries. The eating behaviors of tourists from Asian countries have largely been neglected. Consequently, this study attempts to explore the relationship between three constructs: healthy eating belief, healthy eating attitude and travel eating behavior among Taiwanese tourists. By adopting a combined qualitative and quantitative approach, focus group interviews and questionnaire survey will be employed in the study. Stepwise regression analysis will be applied to test the relationships between the three constructs; and independent sample t-test and one-way analysis of variance will be used to investigate if there are any statistical differences between socio-demographic variables and the three constructs. The findings of this study will contribute to the body of empirical knowledge about tourist eating behavior. Since Taiwanese tourists predominately share the Chinese food culture, the findings of this study will lay the foundation for future research related to travel eating behavior of tourists sharing the Chinese food culture. It would also provide destination marketers with practical implications in developing strategies towards the effective development and marketing of gastronomy products to cater for Taiwanese tourists, and those who share the Chinese food culture.

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Healthy Eating Attitude and Its Impact on Travel Eating Behavior of the Taiwanese Tourists

基本資料

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