The Consumer Behavior of Inbound Tourists toward Chinese Food

• Main Authors: Wu, Cheng-Shiung, 吳正雄
• Other Authors: Tsaur Sheng-Hshiung
• Format: Others
• Language: zh-TW
• Published: 1998
• Online Access: http://ndltd.ncl.edu.tw/handle/72222064366555845667

碩士 === 中國文化大學 === 觀光事業研究所 === 86 === The Consumer Behavior of Inbound Tourists toward Chinese Food Student：Cheng-Shiung Wu Advisor：Prof. Sheng-Hshiung Tsaur Chinese Culture University ABSTRACT The purpose of this study was employed the questionnaires to conduct an investigation for Taiwan inbound tourists so as to explore their choice preference and satisfaction toward Chinese food. As the result, the three most influential variables of choosing Chinese food were "Quality of food", "Food taste" and "Cleanliness". Using Importance Performance Analysis (I. P.A.) technique, it indicated that "Cleanliness" and "Personal service" were the key factors to improve Chinese foodservice. Then, by applying stepwise regression analysis, it revealed that "Occupation", "Education" and "Place of residence" of relative satisfaction were also found to be statistically significant. Finally, it is being utilized to extract factors of consumers which are ranked as the following three factors such as "Quality service", "Decoration ambiance" and "Experience oriented". And the major types of consumers can be classified into five types: "the type of focus on quality", "the type of negative buying", "the type of enjoy ", "the type of suitability" and "the type of experience searching". These findings could be helpful for restaurant owners and tourism related organizations in developing marketing programs.