| Summary: | 碩士 === 國立虎尾科技大學 === 休閒遊憩系碩士班 === 104 === In addition to satisfying human physical needs, diet even has a certain degree of attractiveness. When people engage in culinary tourism, the main purpose is to visit primary or secondary food production sectors, participate in culinary celebrations, or taste food at restaurants and experience activities related to the process of food production. With domestic rural transformation and the change in travel styles of people within the country, there has been a trend of rural tourism in recent years. In addition to visiting and having fun in rural villages, eating in rural villages is also an inevitable convention. This trend not only provides tourists dining locations other than restaurants, but also indirectly creates ways for marketing produce, for which many enterprises and groups enter rural communities. Whether taking advantage of business opportunities or providing solutions to Taiwanese agricultural development, it is entirely beneficial to sustainable rural development in Taiwan. However, in face of this trend, how to capture consumers’ attention has become one of the important issues. In addition to the delicacy of meals, the quality of service provided is relatively crucial. This study took Orz Shrimp Club as the subject. SPSS and AMOS were utilized to conduct analysis, with meal attractiveness, service quality, and loyalty as the dimensions of research. The research results are as follows: (1) while meal attractiveness exerted a positive effect on [customer] loyalty, it was not statistically significant; (2) service quality exerted a positive effect on [customer] loyalty; (3) service quality exerted a positive effect on meal attractiveness.
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