[ 摘要 ]

近年來原住民文化逐漸受到重視，政府也成立「行政院原住民委員會」專責管理原住民事務;交通部觀光局也積極調查原住民部落觀光資源，使得原住民文化得以在適當的保護下分享國人。原住民的飲食文化豐富並且深具特色，若能將原住民飲食文化與餐廳的經營相結合，使得原住民傳統飲食文化的精萃，能夠藉由「原住民餐廳」的開設經營而受到保存與發揚，將成為我國日後對外推廣國際觀光活動的資源。然而，以往有關於原住民飲食方面的研究卻相當的缺乏，因此本論文乃以大台北地區原住民餐廳的經營業者與用餐顧客為研究對象，進行深入訪談與便利抽樣問卷調查。目的在於：(一)瞭解原住民餐廳業者的經營管理現況、面臨的問題以及希望政府提供的相關協助；(二)瞭解顧客在原住民餐廳的用餐消費行為；(三)彙整原住民傳統飲食文化的相關文獻報導。



研究結果顯示，原住民餐廳的經營理念，可以歸納成「分享原住民風味料理」、「增進族群間文化交流」、以及「提供原住民就業空間」等三種類型。最常採用的行銷推廣方式為顧客口碑宣傳與傳播媒體介紹。目前原住民餐廳的顧客特性為男、女比例為1:1，主要客源是非原住民、年青、未婚與收入在20,001-40,000元的顧客，用餐的動機以家人朋友聚餐為主。顧客最重視的五項原住民餐廳屬性依序為：「餐飲烹調衛生」、「餐食用料新鮮」、「餐具乾淨衛生」、「店內用餐環境舒適清潔」、「餐飲選擇類型多樣化」。經因素分析，歸納出七個顧客對原住民餐廳滿意的屬性構面，依序是「原住民主題」、「餐食供應」、「用餐環境」、「人員素質」、「菜單銷售」、「外部環境」與「推廣活動」。不同的顧客資料與用餐特性在七個原住民餐廳屬性構面滿意度上皆有所差異，其中原住民顧客對「用餐環境」與「人員素質」的滿意程度高於一般非原住民顧客；收入在「20,000元以下」顧客比收入在「60,001-80,000元」者對「用餐環境」較具滿意度。



[ 英文摘要 ]

Abstract



People have paid much more attention to the aboriginal culture in recent years. The government also establishes Council of Indigenous Peoples, Executive Yuan, which administrates aboriginal events exclusively. Moreover, Tourism Bureau of Ministry of Transportation investigates the tourism resources of aboriginal tribes actively, which makes the aboriginal culture shared by people under appropriate protection. Aboriginal food culture has multiple characteristics. If we combine aboriginal food culture with the management of restaurant, this combination would make the essence of traditional aboriginal food culture preserved and advertised by the establishment and management of restaurants, which will become our resources of promoting the international tourism activities. However, there has been very few researches about aboriginal food culture. This thesis is completed by interviewing the managers of the aboriginal restaurants in Taipei area and consumers with questionnaire. The thesis aims to: (1). To understand management of the aboriginal restaurants, the problems those managers confront, and the assist they want the government to provide with; (2). To realize the consumer behavior in the aboriginal restaurants; (3). To arrange the relative documents and reporting about the traditional aboriginal food culture.



The result of the research indicates that the ideas of the management of the aboriginal restaurants can be categorized into “sharing the aboriginal flavor food,” “the increasing of cultural intercourse between ethnicity,” “and the provision of work opportunities for the aborigines.” The most used way of promotion is word-of-mouth and the introduction by the mass media. The characteristics of the consumers of the aboriginal restaurants is that the proportion between male and female consumers is 1:1. Most of the consumers are non-aboriginal, young people, the singles, and those whose income ranging from 20,001-40,000. The motivation of consuming is always for family or friend’s meeting. The most important five qualities of the aboriginal restaurants are indicated in order as follows: “food and beverage sanitation,” “fresh materials,” “cleanness of the dinner set,” “clean and comfortable environment of the restaurants,” and “multiple choices of food and beverage.” By factor analysis, there are seven components of the reasons why consumers feel satisfied with the restaurants; they are “the aboriginal theme,” “the supply of food,” “the environment,” “the qualities of waiters,” “the sales of the menu,” “the outer environment,” and “the promoting activities.” Different consumers and consuming characteristics vary in the satisfaction components of the seven aboriginal restaurants. The aboriginal consumers’ satisfying degree of the “environment” and “the qualities of waiters” is higher than that of the non-aboriginal ones. Those whose income is below 20,000 feel more satisfied with “the environment” than those whose income ranging 60,001-80,000.