The Hedonic Value, Consumer Motivation and Behavioral Intention: A study of Beitou Hot Spring Cuisine

• Main Authors: Chao, Mei- Yen, 趙美彥
• Other Authors: Chang, Janet
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/ptsqy7

碩士 === 國立高雄餐旅大學 === 台灣飲食文化產業研究所 === 104 === Nowadays, tourism and recreation take up an important part for people’s life, and hot springs are getting more and more popular. Beitou is known for its hot springs. Tourists can enjoy the food provided by the local restaurant when visiting Beitou hot springs, which becomes a novel and fantastic travel experience. However, studies involving the combination of the hot springs resources and food culture are still rare in Taiwan. Therefore, the study selects Beitou Hot Springs Region as the study scope, with the aim to explore the relationship between the hedonic value, consumer motivation and behavioral intention for tourists when enjoying the hot spring cuisine. The study applies purposive sampling to conduct questionnaire survey among tourists who have ever visited Beitou and tried the local food. This research distributes 300 questionnaires in total and collects 286 effective copies, with the effective collection rate of 95.3%. After the questionnaires are collected, SPSS and AMOS statistical software were used for data analysis. The statistic methods include frequencies, reliability test, ANOVA, correlation analysis, regression analysis, structural equation modeling, and etc. The results show when tourists enjoy the food, the hedonic value positively affects the consumer motivation and behavioral intention. Moreover, the consumer motivation also positively affects the behavioral intention. Some specific suggestions are proposed based on the results, which can provide reference for the governmental agencies and Beitou restaurant operators to make improvements in the future.