| Summary: | 碩士 === 國立臺中教育大學 === 永續觀光暨遊憩管理碩士學位學程 === 101 === There are 2 million vegetarians in Taiwan and which accounted for 12% of the total population. Taiwan has the second biggest vegetarian population in the world (Huang, 2011). In Taiwan, being a vegetarian is convenient and common since vegetarian restaurants are everywhere, but it is not the same circumstances when travel outside Taiwan. Cohen and Avielie (2004) found that to experience different food is the main travel reason for people, but it could also be a constraint when the eating culture is completely new to the traveler. Vegetarian travelers decided not to consume local food usually due to the difficulty of thinking barriers, unable to understand the menu, sanitation problem, and local eating habits.
Previous studies rarely examine travelers’ eating preference, especially for vegetarians. Therefore, the main purposes of this study are to investigate the relationships among vegetarians’ travel motivation, travel constrains, constraint negotiation and behavioral intentions. Hopefully, the study results could help travel industry to better understand this segment of customers and tailor its marketing strategy to target vegetarian travelers.
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