| 期刊詳細資料 Journal detailed information |
| 作者(Author) | Hung, W. L., Lin, L. H. and Chang, J. C. |
| 篇名(Article title) | A Comparison of the food image of cities: Content analysis of government tourism websites |
| 期刊名(Journal name) | Journal of Hospitality and Tourism |
| 國際期刊(International Journal) | |
| 中文摘要(Abstrct) | 意象為影響觀光客目的地選擇之重要因子，而研究顯示，地方美食可以強化觀光客對當地的整
體意象。近年來，許多縣市政府致力於美食觀光推廣，因此，本研究擬探討城市飲食意象。本研究
採內容分析法，針對選定之地方政府──基隆市、台中市與台南市──的觀光資訊網站進行分析。
內容分析結果顯示，基隆市的飲食推廣著重於廟口小吃與新鮮海產，台中市呈現國際化的飲食風格，
夜市與美食商圈多，而台南市網站則提供最多的飲食相關資訊，且許多美食冠上當地地名，呈現獨
特的飲食意象。基隆市與台南市所呈現的飲食意象大致與其推廣策略一致，但台中市的部份美食推
廣主軸如糕餅，則未於網站中突顯。整體來說，三城市皆未善用網路媒體的優勢，建議地方政府應
更重視網路行銷，以及網站內容與觀光推廣政策的連結。 |
| ABSTRCT | The study aims to identify the food image of Keelung, Taichung, and Tainan by analyzing the contents
of the government official tourism websites, as well as to examine whether the image revealed from the
websites is consistent with their tourism promotion strategy indicated in the master plan. The results show
that Keelung emphasized MiaoKou night market and its fresh seafood, while Taichung revealed an
international style food image. Its website showed diverse food-related activities, and a variety of night
markets and shopping areas. The tourism website of Tainan provided comprehensive information on
food-related activities, traditional refreshments, and local food products. In addition, many of its food
product were connected with the names of places, which showed the unique food image of Tainan. The
food image of Keelung and Tainan presented on the websites were mostly consistent with their promotion
strategy. However, the tourism website of Taichung City did not stress the image of night market snacks
and traditional cakes that were supposed to promote. All the selected websites did not make good use of the
advantages of internet. The study suggests that local government should pay more attention on internet
marketing, and the consistency of the websites contents and its tourism policy. |
| 中文關鍵字(Keyword) | 飲食意象、推廣策略、觀光資訊網、內容分析 |
| KEYWORD | food image, promotion strategy, tourism websites, content analysis |
| 卷期(Volume No) | 第9卷 第2期 |
| 頁數(Page number) | 第55~71頁 |
| 年份(Year) | 2012 |
| 語言(Language) | 中文 Chinese |