國內遊客在臺灣傳統小吃的消費行為對永續旅遊的影響

The impact of domestic tourists’consumption behavior of traditional Taiwanese snacks on sustainable tourism

本研究旨在探討國内遊客在臺灣傳統小吃的消費行為（情緒、文化體驗、互動）對永續旅遊（經濟可持續性、社會文化可持續性、環境可持續性）的影響。本研究採用便利取樣調查方式，共計500份問卷，其中373份為有效樣本。本研究結果顯示，在國內遊客的人口屬性方面，女性遊客比例最高，且年齡主要分布在26-32歲之間，多數為已婚者、具有大學學歷、主要從事服務業，且月收入約在3萬元附近區間。差異性分析顯示，國內遊客僅有在傳統小吃的消費行為之情緒構面時，在特定人口統計變項上具有差異，包含性別、教育程度與月收入。主要迴歸分析結果顯示，國內遊客在台灣傳統小吃的消費行為對永續旅遊具有正面影響。因此，本研究結果建議國內遊客在傳統小吃的消費行為對永續旅遊具有正向效果，此隱含推動國內遊客傳統小吃之消費行為對促進可持續旅遊具有相當之重要性。

This study aims to explore the impact of domestic tourists' consumption behavior of Taiwanese traditional snacks on sustainable tourism. This study employed a convenience sampling survey method, distributing a total of 500 questionnaires, of which 373 were valid samples. The results indicate that among the demographic characteristics of domestic tourists, the highest proportion were female, primarily aged between 26 and 32, mostly married, with a college degree, predominantly working in the service industry, and earning a monthly income of NT$30,000 to NT$40,000. The difference analysis revealed that differences exist only in the emotional dimension based on gender, education level, and monthly income. Regression analysis showed that domestic tourists' consumption behavior of Taiwanese traditional snacks positively influences sustainable tourism, including economic sustainability, sociocultural sustainability, and environmental sustainability. Overall, the results of this study emphasize that the consumption behavior of Taiwanese traditional snacks has a positive impact on domestic tourists in terms of emotions, economy, socioculture, and the environment, highlighting the importance of promoting sustainable tourism.