An Exploration and Analysis of the Snack Purchasing Behavior of Foreign Tourists at Taiwanese Night Markets : Food Neophilia versus Food Neophobia

• Main Authors: Chih-Chieh Pai, 白誌傑
• Other Authors: Chyong-Ru Liu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/93684560051255869261

碩士 === 國立彰化師範大學 === 地理學系 === 100 === This paper composes a model of Taiwanese night market snack purchasing behavior via evaluating the psychological differences of purchasing criteria, which including food neophilia and food neophobia. It will focus primarily on tourists coming from the people’s Republic of China, Japan, Hong Kong, Macau and includes analysis of 490 valid surveys from field work. Results of the research show that the “Food Neophilia” have higher level of satisfaction with Taiwanese night market snack than the “Food Neophobia”. In part of the “Food Neophilia”, in food purchasing motivation, they focus on cuisine enjoyment, pursuit of experiences, social interactions, and health-keeping concept; in food selection, they prefer food in good appearance and worthiness; in food identity, they concentrate on tradition variety and taste convenience; they have favor on choudoufu (“stinky tofu”), o-a-chian (“oyster omelets”), luroufan (“stewed pork on rice”), mangguobing (“shaved ice with mango”), and zhenzhu naicha (“pearl milk tea”). In part of “Food Neophobia”, in food purchasing motivation, they focus on pursuit of experiences, cuisine enjoyment; in food selection, they prefer worthiness and healthiness; in food identity, they concentrate on tradition variety and innovation and worthiness; they have favor on xiaolongbao (“steamed pork buns”), chaomifen (“stir-fried rice vermicelli”), niuroumian (“beef noodles”), mangguobing, and zhenzhu naicha. This study will help appropriate authorities plan innovative night market snacks marketing methods and meet the needs of tourists better.