基于动机的乐山美食旅游聚类研究

Identifying Gastronomic Tourists Visiting Leshan in Southwest China:A Motivation-Based Cluster Analysis

美食旅游凸显了食物和旅游的密切关联。针对美食旅游动机的多样性特征,选取乐山特色美食街区的国内旅游者为调研对象,探索基于旅游动机的美食旅游者聚类及其差异性特征。采用“便利抽样法”,于乐山市东大街美食街、嘉兴路美食街等处采集有效问卷260份。结果表明:美食感知评价总体趋于正面;聚类分析结果经三维坐标投影识别出“尝鲜体验型”“强烈体验型”“微弱体验型”3类人群。美食满意度评分从高到低依次为尝鲜体验型>强烈体验型>微弱体验型。加快乐山美食品牌化建设、开发创新性融合美食等建议有望为乐山市打造“四川美食旅游首选地”提供参考。

Gourmet tourism highlights the close relationship between food and tourism.This paper,in view of the diverse motivations behind gourmet tourism,selects the domestic tourists from Leshan gourmet streets and towns as the research subjects in order to investigate the clustering and distinctive characteristics of these tourists based on their tourism motivation.Data have successfully been collected from 260 Chinese respondents with their visits to the Dongda Street and the Jiaxing Street via a convenience survey method.This study identifies groups of gastronomic tourists visiting the city of Leshan by using a motivationbased cluster approach.The findings have revealed that respondents are inclined to express positive attitudes towards the food consumed in Leshan and are generally satisfied with their food-tasting experiences.The results of 3D coordinate projection have identified three clusters,namely the new food tasters,the gourmet experiencers,and food survivors.The analysis has further suggested that the clusters difer distinctively among gender,education background and age.In terms of the satisfaction rating,the rating from new food tasters is higher than that of gourmet experiencers,and the lowest rating is made by food survivors.The findings will shed some light on the development of"the best gourmet destination in Sichuan"by branding building and innovation promotion regarding gourmet tourism.