The Study of Motivational Factors Affecting Tourists Eating Behavior: A Case of Hong Kong/Macao Tourists

• Main Authors: Liang, Kuo-hung, 梁國鴻
• Other Authors: Chang, Ching-Yu
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/12333223882938568351

碩士 === 靜宜大學 === 觀光事業學系 === 100 === It is believed that travel dining forms an integral part of travel experience. Research interests into travel dining behavior are proliferating in the gastronomy tourism studies. The purpose of this study is to examine what factors affecting international tourists’ motivations in partaking local food in Taiwan. More specifically, this study adopts the concept of food neophobia to access tourists’ attitude towards local food. In addition, the push and pull theory was employed to investigate the motivational factors affecting tourists’ eating behavior in a tourist destination. A pilot study of 66 international students from Providence University was conducted prior to data collection in order to ensure the ease of comprehension, readability and scale reliability. The analysis of the questionnaires was conducted through factor analysis, ANOVA and simple regression. In total, 204 usable questionnaires were collected. Four push factors were identified: (1)Novelty, (2)Learning & Experience, (3)Escape, and (4)Health. Three pull factors were generated: (1)Accessible & food items, (2)Physical environment, and (3)Facilities. Additional analyses were utilized to recognize the relationship among in the motivation factors and food neophobia scores for different socio-demographic subgroups. It is believed that results of the present study will extend the understanding of tourist eating behavior in gastronomy tourism studies. In addition, findings of this study will assist destination marketers to appreciate the motivational factors of the tourists in partaking of local food thereby provide ultimate gastronomic products in catering to international tourists.