因何而食?——旅游者饮食动机及其影响因素研究

Why We Eat?Study on Tourists’Food Motivation and its Influencing Factors

旅游情境下饮食及其消费所呈现和折射的价值意义,成为社会关注的热点,也是国外旅游研究的重点领域。然而,与中华传统饮食文化和当代饮食实践相比,我国饮食与旅游相关研究的广度和深度亟待加强。旅游者的饮食动机是旅游者选择旅游目的地或饮食活动的内在驱动力,是探讨饮食与旅游关系的重要视角。文章在借鉴国内外研究的基础上,结合问卷调研、访谈、网络评论文本等数据和方法,选择长沙和扬州两个典型饮食消费场所,通过两个阶段研究,解读旅游者饮食动机的结构特征,构建影响旅游者饮食动机的解释框架。研究显示,旅游情境下游客饮食动机呈现一个由感官吸引、文化体验、社交分享与身心愉悦组成的四维度结构。基于饮食与旅游的关系,旅游者被细分为美食旅游家、随性美食旅游者与普通美食旅游者,不同旅游者的饮食动机存在主体差异和消费场景差异,但其基本结构也保持相对稳定性和一致性,以“味道”为核心的感官吸引是饮食动机的基础维度。旅游者饮食动机的形成与激发受旅游者内外部、主客观因素的多重叠加影响,是旅游者文化价值观、饮食需求和消费场景嵌入个体结构共同作用的结果,导致饮食动机的复杂性与多样性及其个体差异和时空差异。旅游者饮食动机研究为理解旅游者饮食行为和目的地美食营销提供参考。

In the context of tourism,food and its consumption presented and reflected the value significance,which has become the focus of social attention and the key field of tourism research abroad.However,compared with traditional food culture and today’s food practice,the breadth and depth of food tourism research urgently need to be strengthened in China.Tourists’food motivation is the internal driving force to carry out food tourism,and it is an important perspective to explore the behavior of food tourists.Based on the research results of food tourism,this paper combined data and methods such as questionnaire survey,interview and online comment text,as well as two typical food consumption places in Changsha and Yangzhou,interpreted the structural characteristics of food tourism motivation and constructed an interpretation framework affecting food tourism motivation through two studies in China.The research shows that in the Chinese context,the food tourism motivation presents a four-dimensional structure composed of sensory attraction,cultural experience,social sharing and physical and mental pleasure.Based on the relationship between food and tourism,food tourists are divided into dynamic foodies,active foodies and passive foodies.The food tourism motivation of different tourists and different consumption scenes is different,however,its structure also maintains relative stability and consistency.Sensory attraction with“taste”as the core is the basic dimension of food tourism motivation.In Chinese context,the formation and stimulation of food tourism motivation are affected by the overlap of internal and external,subjective and objective factors of tourists.It is the result of the joint action of tourists’cultural values,food needs and consumption scenes embedded in individual structure,which leads to the complexity and diversity of food tourism motivation.There are individual differences,and temporal and spatial differences in food tourism motivation.The study of food tourism motivation provides a reference for understanding tourists’food behavior and promoting the development of local food economy.