The Study of The Relationship among Food Image, Food Satisfaction and Willingness of Re-visiting－Take Dashi Old Street as an Example

• Main Authors: Ming-Han Hsu, 徐銘漢
• Other Authors: Lin, Yeong-Shenn
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/57568451320646304310

碩士 === 國立屏東科技大學 === 農企業管理系所 === 101 === This research discussess about Dashi Old Street food image, the relationship between the food satisfaction and willingness to revisit and the impact on number of costumer at Dasi Old Street’s. The respondents of this research are the customer who visited, bought and consumed foods on Dashi Old Street. In this research, 550 questionnaires were distributed but the valid questionnaires are 528, and the questionnaire effective recovery rate of 96%. Statistical analysis software SPSS14.0 version were applied. The empirical finding indicates that food image satisfaction has a positive and significant impact, food image willingness to revisit also has positive and significant impact, and food satisfaction also have a positive and significant impact on willingness to revisit.Based on the results, the recommendation of Dashi Old Street operators as follows：Dashi Old Street owner need to encourage the local government to build more public facilities and to facilitate the customer. They also need to maintain a good relationship with the Shimen Reservoir Chihu Scenic cross-industry alliance, to attract more tourists to visit Dasi Old Street.