客家美食體驗透過情緒對記憶之影響

The Effect of Hakka Cuisine Experience through Emotion on Memory

體驗在觀光領域特別是經驗驅動的餐旅產業也被視為是成功、創新與競爭力的關鍵。越來越多的旅客在旅遊目的地尋找美食體驗，因此許多目的地行銷組織藉由當地美食的吸引力刺激旅遊，觀光與餐旅業者必須了解旅客用餐經驗的反應，才能有效提升旅客再訪的機率。本研究目的在於實證探索客家美食體驗經由情感對記憶之影響，發放500份問卷收集消費者意見，採用AMOS20.0統計軟體進行分析。實證結果顯示：客家美食體驗正向影響正面情緒與記憶；正面情緒正向影響記憶。最後提出管理意涵、限制與建議做為美食觀光行銷策略之建議與未來學術研究方向之參考。

In the tourism context, the experience may be recognized as a key of success, innovation and competitiveness especially in the experience-driven hospitality industry. Visitors are increasingly travelling to destinations in search of culinary experiences. As a consequence, many Destination Marketing Organizations have sought to stimulate visitation by capitalizing on the appeal of dining opportunities involving local food. This study aims to empirically explore the effect of the Hakka cuisine experience on memory through emotions. The opinions of consumers will be gathered with five hundred questionnaires. Data analysis is performed using the AMOS 20.0 software. The result of data analysis validates that a positive effect of Hakka cuisine experience on positive emotion and memory. The positive emotion positively affects memory. The study presents its managerial implications, limitations and suggestions for cuisine tourism marketing practices and future research.