| Summary: | 碩士 === 南華大學 === 旅遊事業管理學系碩士班 === 97 === Taiwanese cuisines are a sincere expression of local culture, and serve to call attention to a locale’s history and special features. Providing international tourists with a unique sensory experience, cuisines have an intangible emotional value, but their attractive power has largely been overlooked. Thus, the main purpose of this research is to discuss the international tourist’s image and experiential value of Taiwanese cuisine .
A total of 400 valid questionnaires were collected from 6 tourist hot spots. The data was analyzed by factor analysis and structural equation modeling. The results of this study indicate that all of tourists’ internal factors, which comprised personal preference, attitude and involvement, have significant effects on Taiwanese cuisine image and then affect their experiential value. However, the external factors, which comprised the promotional effects from friends or government, have no effect on their cuisine image. It means that the government or travel agencies should endeavor to promote more cuisine activities abroad so that international tourists may be familiar with Taiwanese cuisine then enhance their image and experiential values.
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