美食觀光的發展使得美食意象(gastronomic image, GI)的研究愈來愈重要，從政府統計資料可以發現國際遊客受到美食吸引來臺的比率大增，加上互聯網的高度發展，旅遊部落格此類的遊客自創內容(Tourist Generated Content, TGC)出現並受遊客認為此類內容可信度更高且更傾向參考這類型的資訊，但對美食意象的研究還在發展階段，且相關文獻使用之研究方法大多是採用訪談及問卷方式，鮮少聚焦在網路資料中而使得在研究上對於網路資料的瞭解較缺乏。基於現今美食觀光意象與網路世界的發展的背景，針對遊客自創內容來探討國際遊客對臺灣線上美食意象的認知屬性(cognitive attributes)與情感屬性(affective attributes)。
本研究使用網路探勘方式，在國際遊客常用的網路旅遊平台蒐集國際與本研究目的相關的遊客自創內容，文本資料共有571篇並使用CATPAC II軟體進行內容分析(content analysis)及知覺圖分析(perceptual mapping analysis)，照片資料有177張並使用視覺內容分析(visual content analysis)。本研究結果找出七種認知構面為Local food (Street food)、Night market、Beverage、Seafood、International food、Desserts、Vegetarian，以及數種情感構面如Pleasant、Unpleasant、Relaxing、Arousing等構面，並根據研究結果與過去文獻及觀光局現有的美食網頁內容做比較，提供臺灣觀光產業與當代趨勢結合之研究，以及產業界及官方政策在這一方面的參考。

Gastronomic tourism has been rapidly growing in recent years around the world and research into gastronomic image (GI) has become increasingly relevant and important. According to Taiwanese government’s statistics, more and more international tourists were attracted by the gastronomic offerings in Taiwan. Furthermore, with the rapid development of the Internet, tourist-generated content (TGC) has become an important and credible information source for many tourists. However, the majority of the previous GI studies have adopted interview and questionnaire survey as the main research methods and paid little attention to the TGC data online.
In an attempt to fill this research gap, this study focuses on TGC data to explore the cognitive and affective attributes of perceived GI from international tourists’ perspective.Data were obtained from travelblog.org. A total of 571 textual data and 177 photographs were collected. Content analysis and perceptual mapping analysis were performed on the textual data with the aid of the CATPAC II and ThoughtView software, whereas visual content analysis was conducted on the photographic data. The findings revealed seven cognitive GI dimensions, including “Local food (Street food)”, “Night market”, “Beverage”, “Seafood”, “International food”, “Desserts”, and “Vegetarian”. Four affective dimensions were identified, namely, “Pleasant”, “Unpleasant”, “Relaxing", and “Arousing”.
The findings are believed to provide useful practical insights for the tourism industry and government tourism agencies as well as lay the foundation for future investigations in online GI management.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 7
第三節 名詞解釋 7
第二章 文獻探討 9
第一節 美食意象 9
第二節 遊客自創內容 24
第三節 臺灣美食 36
第四節 小結及研究架構 40
第三章 研究方法 43
第一節 研究取徑 43
第二節 研究設計與流程 45
第三節 資料蒐集 48
第四節 資料分析與處理 52
第五節 研究信度與效度 55
第四章 研究發現與討論 57
第一節 文本資料分析 57
第二節 照片資料分析 76
第三節 綜合發現與討論 89
第五章 結論與建議 95
第一節 研究結果 95
第二節 研究貢獻與實務建議 98
第三節 研究限制 104
第四節 結語 105
參考文獻 107
附錄一 文本資料之認知構面內容分析完整版 121
附錄二 文本資料之情感構面內容分析完整版 125
附錄三 照片資料之認知構面視覺內容分析完整版 126
附錄四 照片資料之情感構面視覺內容分析完整版 129

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