The nostalgia and experience quality of Hakka cuisine-Using Five Hakka restaurants in Kaohsiung as an example

• Main Authors: Kueikan Fan, 范桂柑
• Other Authors: Lickang Lee
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/15146992871784302991

碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理系 === 100 === The purpose of this study was to investigate the relationship among Hakka restaurants customers’ cuisine nostalgia, cuisine experience quality and post-experience behavior in Kaohsiung city. This study used a questionnaire-based survey by convenient sampling on December, 2011 to January. A structured questionnaire was submitted to consumers of the 5 Hakka restaurants in Kaohsiung city. Total of 369 valid questionnaires were collected with valid rate of 86%. The collected data were analyzed by descriptive statistics, item analysis, reliability analysis, exploratory confirmatory factor analysis, one-way ANOVA and multiple linear regression analysis. The results are as follows: 1.Those subjects were single, female, service industry, 41-50 years old, college or university graduated, belongs to Hoklo people and NT$60.001 revenue per month are the majority. 2.Statement of consumer behaviors were eating with 4-5 people in a group, spend NT$301-500, have ever here for 4-5 times, by word of mouth and personal experienced are the majority. 3.Socio-economic variables such as age would partially significantly affect the perception of "cuisine nostalgia ", but "cuisine experience quality" and "post-experience behavior" were not partially significantly affect the perception. 4.Socio-economic variables such as frequency would partially significantly affect the perception of "satisfaction of experience quality" and "post-experience behavior", but ether "cuisine nostalgia" and "importance of experience quality" were not partially significantly affect the perception. 5.The "Cuisine nostalgia" of customer has significant prediction effect on "importance of experience quality" and "satisfaction of experience quality" of customer. 6.The "importance of experience quality" and "satisfaction of experience quality" of customer has significant prediction effect on "post-experience behavior". 7.The "Cuisine nostalgia" of customer has significant prediction effect on "post-experience behavior".