Chen Yen-Cheng, Lee Ching-Sung, Kuan Shuo-Hui
Department of Applied Science of Living, Chinese Culture University, Taipei 11114, Taiwan.
Department of Restaurant, Hotel and Institutional Management, Fu Jen Catholic University, New Taipei City 242062, Taiwan.
Foods. 2021 May 14;10(5):1093. doi: 10.3390/foods10051093.
Given the development of food tourism, food culture has become an important motivation for tourists. This study focuses on food tourism and examines the effects of message appeal and personality traits (food neophilia or neophobia) on tourists' willingness to consume pig blood cake (PBC) and meatballs, two rice-based Taiwanese street foods. A total of 181 valid questionnaires were administered to foreign tourists in Taiwan (the majority of subjects were Europeans and Americans) through snowball sampling. The questionnaires were analysed using the AMOS 6.0 statistical software package. Foreign tourists' food neophobia or neophilia was found to significantly affect their willingness to consume rice-based Taiwanese street food (PBC and meatballs) and to strongly regulate the effect of message appeal on their willingness to consume the two delicacies. Past studies on food neophobia/neophilia traits have mostly focused on Western and European foods and have rarely investigated the effect of message appeal on the consumption of traditional rice-based street food in Eastern Asia (e.g., Taiwanese special delicacies). This study's most important contribution is that food neophilia or neophobia moderates the message appeal effect on foreign tourists' intention to consume local delicacies. This finding has implications for the hospitality industry and relevant government agencies in Asia for the marketing and promotion of food tourism.
鉴于美食旅游的发展，饮食文化已成为游客出行的重要动机。本研究聚焦于美食旅游，考察信息诉求和个性特质（食物新癖或食物恐惧）对游客消费猪血糕和肉圆这两种台湾大米类街头小吃意愿的影响。通过滚雪球抽样法，共向台湾的外国游客（大多数受试者为欧洲人和美国人）发放了181份有效问卷。使用AMOS 6.0统计软件包对问卷进行分析。研究发现，外国游客的食物恐惧或食物新癖会显著影响他们消费台湾大米类街头小吃（猪血糕和肉圆）的意愿，并强烈调节信息诉求对他们消费这两种美食意愿的影响。以往关于食物恐惧/新癖特质的研究大多集中在西方和欧洲食物上，很少研究信息诉求对东亚传统大米类街头小吃（如台湾特色美食）消费的影响。本研究最重要的贡献在于，食物新癖或食物恐惧会调节信息诉求对外国游客消费当地美食意愿的影响。这一发现对亚洲的酒店业和相关政府机构在美食旅游的营销和推广方面具有启示意义。
