| Summary: | 碩士 === 國立臺灣師範大學 === 人類發展與家庭學系 === 98 === The present study attempts to investigate the relationships among five variables, taking international travelers as participants. There are four hypotheses to be investigated. First, the level of the traveler’s food neophobia has a significant impact on his intention of choosing foods. Secondly, the traveler’s familiarity with food items has a significant moderating effect on the relationship between individual’s food neophobia and intention of choosing foods. Thirdly, the traveler’s intention of choosing foods has a significant impact on his dining experience. Last, the traveler’s dining experience has a significant impact on his memorability toward Taiwan.
The study applies survey method and distributes 260 questionnaires to the international travelers who have almost finished the trip in Taiwan. The effective response rate is 98.8%. The major findings are, first, food neophobia has a significant and negative influence on respondent’s intention of food choice. Secondly, the individual’s food familiarity only moderates when respondents with high food neophobia choose four food items. When the respondent willingly try the foods of “dessert” category, he tends to perceives the dining experience in Taiwan as pleasant and delicious, and unique. The uniqueness and pleasant and delicious experiences significantly has a positive impact on the respondent’s memorability. More discussions and implications are provided in the conclusion.
|
|---|
