旅游饮食体验的测量与作用研究  

An Empirical Study on the Measurement and Effect of Tourism Food Experience

作　　者：凌茜 康静华 熊伟仪 LING Qian;KANG Jinghua;XIONG Weiyi(School of Tourism Management,South China Normal University,Guangzhou 510006,Guangdong,China)

机构地区：[1]华南师范大学旅游管理学院,广东广州510006

出　　处：《旅游研究》2021年第4期15-26,共12页Tourism Research

基　　金：广东省自然科学基金项目“智力型服务企业有效追随行为的概念、测量与作用机制研究:以广东省服务业为例”(2018A030313977)。

摘　　要：“食”作为传统旅游六要素之首,深受旅游者的重视与青睐,对旅游整体消费体验起到了非常重要的作用。然而,旅游学界关于旅游过程中的饮食体验研究却较为少见。文章基于旅游体验理论,对旅游饮食体验的维度、测量与作用进行了实证研究。首先,采用规范的量表编制程序,设计了一个由食物特性、餐饮服务、就餐环境、饮食文化、情感体验等5个维度、19个计量项目组成的旅游饮食体验量表,并对这个量表的心理测量特征进行了实证检验。然后,通过对241名游客进行问卷调查,对旅游饮食体验与游客感知价值、行为意向的关系进行了实证检验。数据分析结果表明,旅游饮食体验不仅会直接影响游客的行为意向,还会通过游客感知价值间接地影响游客的行为意向。As the top of the six elements of traditional tourism,“food”has been highly valued and favored by tourists,and it has played a vital role in the overall consumption experience of tourism.However,the study of tourism food experience is relatively rare.Based on the theory of tourist experience,this paper conducts an empirical study on the dimensions,measurement and effects of tourism food experience.First,based on standardized scale designing program,we develop a food experience scale with 19-item from 5 dimensions including food characteristics,food and beverage services,dining environment,dining culture and emotional experience.Then,drawing on data from 241 tourists,we test the reliability and validity of our tourism food experience scale,and examine the effect of tourism food experience on tourists'perceived value and behavioral intention.Results of structural equation modeling indicate that tourism food experience not only directly affects the tourists'behavioral intention,but also indirectly affects tourists'behavior intention through their perceived value.

关 键 词：旅游饮食体验 感知价值 行为意向 

分 类 号：F59[经济管理—旅游管理]