世界各國都有發展出該國自身特色美食，以亞洲地區來說台灣的美食較廣為 人知，台灣有獨特的夜市文化，原住民特色料理、客家美食等豐富的美食文化， 近年來地方美食有蓬勃發展的趨勢有助於促進地方觀光，並且每座城市都會發展 出屬於自己的特色美食，以台灣而言許多當地特色菜系，例如:原住民料理、客家 料理等。本研究以美濃客家美食為研究區域，透過問卷調查方式，探討美濃客家 美食旅遊實際觀感，問卷共發放 750 份，網路問卷和實體問卷發放，有效問卷 670 份，有效問卷率 89%。研究結果發現：（一）感官體驗會中介品牌真實性與持續 購買意願。（二）持續購買意願會中介品牌真實性與口碑。（三）持續購買意願會 中介感官體驗與口碑。（四）創意表現會正向調節品牌真實性與感官體驗。（五） 創意表現會正向調節品牌真實性與持續購買意願。（六）文化參與會正向調節感 官體驗與持續購買意願。（七）文化參與會正向調節效果持續購買意願與口碑。 最後，本研究進一步提出服務業者對品牌真實性、感官體驗、口碑行銷策略及持 續購買意願上的理論及管理意涵。

Countries around the world have developed their own unique cuisines. In Asia, Taiwanese cuisine is widely known and celebrated. Taiwan boasts a vibrant night market culture, rich indigenous and Hakka culinary traditions, and a flourishing local food scene that contributes to the promotion of local tourism. Each city in Taiwan also develops its own distinctive local delicacies, such as indigenous and Hakka cuisines. This study focuses on the culinary heritage of Hakka cuisine in Meinong as the research area. Through a questionnaire survey, the actual perceptions of tourists towards Meinong Hakka cuisine tourism are explored. A total of 750 questionnaires were distributed, including both online and physical copies, resulting in 670 valid responses with a response rate of 89%. The research findings are as follows: (1) Sensory experience mediates the relationship between brand authenticity and intention to make repeat purchases. (2) Intention to make repeat purchases mediates the relationship between brand authenticity and word-of-mouth. (3) Intention to make repeat purchases mediates the relationship between sensory experience and word-of-mouth. (4) Creative performance positively moderates the relationship between brand authenticity and sensory experience. (5) Creative performance positively moderates the relationship between brand authenticity and intention to make repeat purchases. (6) Cultural participation positively moderates the relationship between sensory experience and intention to make repeat purchases. (7) Cultural participation positively moderates the relationship between intention to make repeat purchases and word-of-mouth. Finally, this study provides theoretical and managerial implications for service providers in terms of brand authenticity, sensory experience, word-of-mouth marketing strategies, and intention to make repeat purchases.

中文提要i
英文提要ii
誌謝iii
目錄iv
表目錄vi
圖目錄vii
壹、緒論1
一、研究背景1
二、研究動機6
三、研究問題與目的8
四、研究流程9
貳、文獻探討10
一、美食觀光10
二、客家飲食文化17
三、客家菜的簡介與特色18
四、品牌真實性18
五、感官體驗20
六、創意表現22
七、持續購買意圖23
八、口碑23
九、文化參與26
十、品牌真實性、感官體驗與持續購買意願之間的關係26
十一、品牌真實性、持續購買意願與口碑之間的關係27
十二、創意表現的調節效果27
十三、文化參與的調節效果28
參、研究方法29
一、研究架構與假設29
二、實證對象與抽象方法31
三、問卷設計34
四、統計分析方法38
肆、資料分析43
一、前測分析43
二、正式施測49
三、區別效度55
四、中介效果檢驗56
五、研究架構57
六、替代模型分析59
七、調節效果分析63
伍、結論與建議67
一、結論67
二、管理實務意涵68
三、對學術上之貢獻69
四、建議70
五、研究限制及未來研究建議71
參考文獻72
附錄一87
附錄二90

中文文獻
1.丁郁菁，2011，消費者對地方特色產品的感官體驗、顧客價值與購買決策相關研究，逢甲大學，未出版之碩士論文。
2.王雯君，2005，客家邊界-客家意象的詮釋與重建，東吳社會學報，第18期，頁117-156。
3.呂煒琳，2013，飲食文化與觀光客重遊意願關係之研究-以客家飲食為例，文大商管學報，2卷，18期，頁1-24。
4.周錦宏，賴守誠，江俊龍，丘尚英，2018，台灣客家飲食文化的區域發展及變遷，國史館臺灣文獻館/客家委員會，台北/南投。
5.林志鈞，楊麗寬，蔣佩芬，2016，伴手禮購買動機，購買情境，感官體驗與炫耀性消費之關係，康大學報，1卷，6期，頁19。
6.林淑蓉，2006，客家飲食文化與社生活:從族群性到族群認同，客家社會文化及教學資源整合學術研討會，頁216。
7.林淑蓉，2006，食物、記憶與社會生活：再探客家文化遺產，行政院客家委員會獎助客家學術研究計畫。
8.林淑蓉，2007，飲食文化篇，臺灣客家研究概論，頁152-178，行政院客委會、臺灣客家研究學會，臺北。
9.邱皓政，2011，結構方程模型:模型評鑑與修飾，雙葉，台北市。
10.邱歆喻，2011，美食觀光目的地熟悉度、品牌權益與旅遊意願關係之研究。國立臺灣師範大學人類發展與家庭學系，碩士論文。
11.姜淳方，2021，品牌認知、認知價值與再購意願之研究一以王品集團為例，中國文化大學
12.客家委員會，2021，前瞻基礎建設－城鄉建設客庄369幸福計畫。
13.洪士雯，2021，蝦皮購物平台購後經驗與產品特性對持續購買意願之影響，國立高雄科技大碩士論文。
14.張典婉，2003，來吃客家菜、來聽客家事。載於行政院客家委員會(主編：楊昭景)，客家飲食文化辦18-23頁)。
15.傅安弘，賴靜蓉，王惠珠，2017，網路團購市售包裝食品之網路口碑對從眾行為之影響，民生論叢，13期，頁37-101。
16.彭台光，高月慈，林鉦棽，2006，管理研究中的共同方法變異:問題本質、影響、測試和補救。管理學報，第1卷，23期，頁77-98。
17.黃芳銘，2007，結構方程模式:理論與應用(五版)，五南圖書，台北。
18.張偉豪，2008 SEM 論文寫作不求人，鼎茂圖書出版股份有限公司，高雄市。
19.曾春榮，周麗芳，2016，T&D飛訊，第216期，頁1-22。
20.曾逸昌，2002，客家概論：蛻變中的客家人，曾逸昌出版社，台北市。
21.楊杰，2000，客家菜與客飲食文化，頁363-380。
22.廖國智，2010，餐飲業服務創新-台灣文化美食餐廳內涵之建構，靜宜大學，未出版之碩士論文。
23.鄧之卿，2009，山居歲月：新竹客家飲食文化及體現，餐旅暨家政學刊，第4卷，第6期，頁353-77。
24.賴守誠，2006，現代消費文化動力下族群飲食文化的重構：以臺灣「客家菜」當代的休閒消費轉型為例，國家與社會，第1期，頁167-212。
25.賴守誠，2008，食物的文化經濟與農發展:義大利慢食運動及台灣客家飲食運動的個案比較，農推廣學報，第24卷，頁45-72。
26.賴奕君，2017，互動體驗對幼兒玩具的購買意願之研究。台中教育大學，碩士論文。
27.蘇于庭，2020，網路口碑、美食意象與從眾行為對行為意圖之影響分析-以台南美食為例，國立高雄科技大學，碩士論文。
28.廖盈晴，2014，員工品牌承諾及其對創意表現與公民行為的影響：檢視配適度與品牌領導的交互作用，國立成功大學，碩士論文。
網路文獻
1.TTR台灣趨勢研究報告餐飲業發展趨勢2023年3月。
取自:https://www.twtrend.com/trend-detail/food-and-beverage-service-activities-2023/。
2.交通部觀光局台灣飲食文化-歷史變遷。
取自:https://www.taiwan.net.tw/m1.aspx?sNo=0020547。
3.交通部觀光局取自:https://www.taiwan.net.tw/m1.aspx?sNo=0020547。
4.行政院教育科學文化處取自:
https://www.ey.gov.tw/Page/448DE008087A1971/3df38375-2237-439a-8dbd-49d0d11852f1
5.客家委員會，2016，客家文化重點發展區(鄉、市、區)一覽表。
取自: https://www.hakka.gov.tw/Content/Content?NodeID=63&PageID=38317
英文文獻
1.Adjei, M. T., Noble, S. M., and Noble, C. H., 2010, The influence of C2C communications in online brand communities on customer purchase behavior. Journal of the Academy of Marketing Science, 38(5), 634-653.
2.Agyeiwaah, E., Otoo, F. E., Suntikul, W., and Huang, W., 2019, Understanding culinary tourist motivation, experience, satisfaction, and loyalty using a structural approach. Journal of Travel and Tourism Marketing, 36(3), 295–313.
3.Anderson, J., and Gerbing, D. 1988, Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
4.Akbar, M.M., and Wymer, W., 2017, Refining the conceptualization of brand authenticity, Journal of Brand Management, 24(1), 14-32.
5.Akhtar, N., Sun, J., Ahmad, W., and Akhtar, M. N., 2019, The effect of non-verbal messages on Muslim tourists interaction adaptation: A case study of Halal restaurants in China. Journal of destination marketing and management, 11, 10-22.
6.Alexander, N., 2009, Brand authentication: creating and maintaining brand auras. European Journal of Marketing. 43 (3/4), 551–562.
7.Antón, C., Camarero, C., Laguna, M., and Buhalis, D., 2019, Impacts of authenticity, degree of adaptation and cultural contrast on travellers memorable gastronomy experiences. Journal of Hospitality Marketing and Management, 28(7), 743-764.
8.Arnould, E. J., and Price, L. L., 2000, Authenticating acts and authoritative performances. The why of consumption, eds. S. Rathneshwar, DG Mick, and C. Huffman.
9.Asghar, H. S., Ahmad-ur-Rehman, M., Hussain, Z., and Zulfiqar, S. 2022, Sensory Brand Experience, Price Insensitivity, and Purchase Intention: Mediating Roles of Customer Affective Commitment. International Journal of Business and Economic Affairs, 7(4), 45-53.
10.Atkins, P., and Bowler, I., 2001, Food quality. In Atkins, P., and Bowler, I, Food in society: Economy, culture, geography. London, England: Arnold.
11.Azavedo, M. 2019, Why do tourists attend cooking classes? Some indications from Thailand. Academic Journal of Economic Studies, 5(4), 44-51.
12.Balakrishnan Nair, B., Sinha, S., and Dileep, M. R., 2020, What makes inauthenticity dangerous: An explorative study of ethnic cuisine and tourism. Tourism: An International Interdisciplinary Journal, 68(4), 371-388.
13.Bagozzi, R. P. and Yi, Y., 1998, “On the Evaluation of Structure Equations Models”, Academic of Marketing Science,16, 76-94.
14.Barreto, A. M., 2014, The word-of-mouth phenomenon in the social media era. International Journal of Market Research, 56(5), 631-654.
15.Baron, R. M., and Kenny, D. A.1986, The moderator -mediator variable distinction in social psychological research: Conceptual, strategic and statistical considerations. Journal of Personality and Social Psychology, 51, 1173-1182.
16.Beheshtifar, M., and Zare, E. 2013, Employee Creativity: A compulsory Factor in Organizations. Interdisciplinary journal of contemporary research in business, 5(2), 242-247.
17.Bentler, P. M., and Bonett, D. G., 1980, Significance tests and goodness-of –fit in the analysis of covariance structures." Psychological Bulletin, 88, 588-606.
19.Bentler, P. M., 1982, Confirmatory factor analysis via noniterative estimation: A fast, inexpensive method. Journal of Marketing Research, 19(4), 417-424.
20.Bentler, P. M., 1983, Comfirmatory factor analysis via noniterative estimation: A fast, inexpensive method, Journal of Marketing Research, 19, 417-424.
21.Bell, C., 2015, Tourists infiltrating authentic domestic space at Balinese home cooking schools. Tourist Studies, 15(1), 86-100.
22.Beverland, M.B., and Farrelly, F.J., 2010, The quest for authenticity in consumption: consumers’ purposive choice of authentic cues to shape experienced outcomes, Journal of Consumer Research, 36(5), 838-856.
23.Beverland, M.B., 2006, The real thing: branding authenticity in the luxury wine trade, Journal of Business Research, 59(2), 251-258.
24.Beverland, M.B., and Farrelly, F.J., 2010, The quest for authenticity in consumption: consumers’ purposive choice of authentic cues to shape experienced outcomes, Journal of Consumer Research, 36(5), 838-856.
25.Bickart, B., and Schindler, R.M., 2001, Internet forums as influential sources of consumer information, Journal of Interactive Marketing, 15(3), 31-40.
26.Bollen, K. A., 1989, Structural equations with latent variables (210). John Wiley and Sons.
27.Boo, S., Busser, J., and Baloglu, S., 2009, A model of customer-based brand equity and its application to multiple destinations.Tourism management, 30(2), 219-231.
28.Bowden, J., 2009, Customer engagement: a framework for assessing customer-brand
relationships: the case of the restaurant industry. Journal of Hospitality Marketing and Management. 18 (6), 574-596.
29.Boyle, D., 2003, Authenticity: Brands, Fakes, Spin and the Lust for Real Life. Flamingo,London.
30.Brakus, J. J., Schmitt, B. H., and Zarantonello, L., 2009, Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68.
31.Browne, M. W., and Cudeck, R, 1993, Alternative ways of assessing model fit. In K. A. Bollen and J. S. Long (Eds), Testing structural equation models (136-162). Newbury Park, CA: Sage.
32.Brown, S., Kozinets. R.V. and Sherry, J.F., 2003, Teaching old brands new tricks: retro branding and the revival of brand meaning, Journal of Marketing, 67(3), 19-33.
33.Brown, J., Broderick, A.J. and Lee, N., 2007, Word of mouth communication within online communities: conceptualizing the online social network, Journal of Interactive Marketing, 21(3), 2-20.
34.Bruhn, M., Schoenmüller, V., Schäfer, D. and Heinrich, D., 2012, Brand authenticity: towards a deeper understanding of its conceptualization and measurement, Advances in Consumer Research, 40, 567-576.
35.Cam, L. N. T., Anh, T. T., Moslehpour, M., and Thanh, X. D. T. 2019, Exploring the impact of traditional and electronic word of mouth on travel intention. ICEBA 2019: Proceedings of the 2019 5th International Conference on E-Business and Applications (83-87). New York: Association for Computing Machinery.
36.Chatterjee, P., 2001, Online reviews: do consumers use them? Advances in Consumer Research, 28(1), 129-33.
37.Chevalier, J.A., and Mayzlin, D., 2006, The effect of word of mouth on sales: online book reviews, Journal of Marketing Research, 43(3), 345-54.
38.Chin, W. W. 1998, Management Information Systems Quarterly, Commentary: Issues and Opinion on Structural Equation Modeling, 22, 7-16.
39.Choe JYJ., and Kim SS., 2018, Effects of tourists local food consumption value on attitude, food destination image, and behavioral intention. International Journal of Hospitality Management, 71, 1-10.
40.Chung, J. Y., Kim, J. S., Lee, C. K., and Kim, M. J., 2018, Slow-food-seeking behaviour, authentic experience, and perceived slow value of a slow-life festival. Current Issues in Tourism, 21(2), 123-127.
41.Cinelli, M. D., and LeBoeuf, R. A., 2020, Keeping it real: How perceived brand authenticity affects product perceptions. Journal of Consumer Psychology, 30(1), 40-59.
42.Cohen, E., and Avieli , N., 2004, Food in tourism attraction and impediment. Annals of Tourism Research, 31(4), 755-778.
43.Connell, J. P., and Tanaka, J. S. 1987, "Introduction to the special section on structural equation modeling. Child Development, 58(1), 2-3.
44.Darvishmotevali, M., Altinay, L., and Vita, G. 2018, motional intelligence and creative performance: Looking through the lens of environmental uncertainty and cultural intelligence. International Journal of Hospitality Management, 73, 44-54.
45.Davidow, M., 2003, Organizational responses to customer complaints: What works and what doesn’t. Journal of service research, 5(3), 225-250.
46.Davis, A., and Khazanchi, D., 2008, An empirical study of online word of mouth as a predictor for multi‐product category e‐commerce sales. Electronic markets, 18(2), 130-141.
47.Dolbec, P.-Y., Chebat, J.-C. 2013, The impact of a flagship vs. a brand store on brand attitude, brand attachmentand brand equity. Journal of Retailing, 89(4), 460-466.
48.Doll, W. J., Xia, W., and Torkzadeh, G. 1994, A Confirmatory Factor Analysis of the End-User Computing Satisfaction Instrument. MIS Quarterly, 12(2), 259-274.
49.Divisekera, S., and Nguyen, V. K., 2018, Determinants of innovation in tourism evidence from Australia. Tourism Management, 67, 157-167.
50.Dwikinanda, I. 2021, Brand coolness effects on Brand Love, Purchase Intention and Word of mouth: Application to Indonesian Women Modest Sportswear (Doctoral dissertation, ISCTE-Instituto Universitario de Lisboa (Portugal).
51.Efron, B. 1979, Computers and the theory of statistics: thinking the unthinkable. SIAM review, 21(4), 460-480.
52.Eelen, J., Özturan, P., and Verlegh, P. W., 2017, The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self-brand connection and the desire to help the brand. International journal of research in marketing, 34(4), 872-891.
53.Edwards, J.R., and Lambert, L.S., 2007, Methods for integrating moderation and mediation: a general analytical framework using moderated path analysis. Psychological methods, 12(1), 1-22.
54.Everett, S., and Aitchison, C., 2008, The role of food tourism in sustaining regional identity: A case study of Cornwall, South West England. Journal of Sustainable Tourism, 16(2), 150-167.
55.Everett, S., 2009, Beyond the visual gaze? The pursuit of an embodied experience through food tourism. Tourist Studies, 8(3), 337-358.
56.Everett, S., 2012, Production places or consumption places? The place-making agency of food tourism in Ireland and Scotland. Tourism Geographies, 14(4), 535-554.
57.Ellisa, P., and Kimc, Y., 2018, What is food tourism? Tourism Management, 68, 250-263.
58.Fine, G.A., 2003. Crafting authenticity: the validation of identity in self-taught art. Theory and Society. 32 (2), 153-180.
59.Flanagan, A., and Frederick, H., 1993, The relationship between employee perceived service climate and consumer satisfaction, Journal of Marketing, 42(1), 24-33.
60.Fornell, C., and Larcker, D. F., 1981, "Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18, 382-388.
61.Fournier, S. 1998, Consumers and their brands: developing relationship theory in consumer research, Journal of Consumer Research, 24(4) 343-373.
62.Fountain, J., 2022, The future of food tourism in a post-COVID-19 world: insights from New Zealand, Journal of Tourism Futures, 8(2), 220-233.
63.Fritz, K., Schoenmueller, V., and Bruhn, M., 2017, Authenticity in branding–exploring antecedents and consequences of brand authenticity. European journal of marketing, 51(2), 324-348.
64.Ganzach, Y. 1997,"Misleading interaction and curvilinear terms." Psychological Methods, 2(3), 235-247.
65.Gelb, B. D., and Sundaram, S., 2002, Adapting to word of mouse. Business Horizons, 45(4), 21-25.
66.Gilmore, J.H., and Pine, B.J., 2007, Authenticity: What Consumers Really Want, Harvard Business School Press, Boston, MA.
67.Godes, D., and Mayzlin, D., 2004, Using online conversations to study word-of-mouth communication, Marketing Science, 23(4), 545-560.
68.Gordin, V., and Trabskaya, J., 2013, The role of gastronomic brands in customer destination promotion: the case of st. petersburg. Place Branding and Public Diplomacy, 9(3), 189-201.
69.Goodsir, W., Neill, L., Williamson, D., and Brown, A. 2014, Journalistic integrity or arbiter of taste? The case study of restaurant critic Peter Calder. Journal of Hospitality and Tourism Management, 21(0), 127-133.
70.Grayson, K., and Martinec, R., 2004, Consumer perceptions of iconicity and indexicality and their influence on assessment of authentic market offerings, Journal of Consumer Research, 31(2), 296-312.
71.Gruen, T.W., Osmonbekov, T. and Czaplewski, A.J., 2006, EWOM: the impact of customer-to-customer online know-how exchange on customer value and loyalty, Journal of Business Research, 59(4), 449-56.
72.Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., and Tatham, R. L, 2006, Multivariate data analysis (6th ed). Upper Saddle River: Prentice-Hall.
73.Hair et al., 2010, Multivariate Data Analysis (7th ed). Prentice-Hall, Upper Saddle River, NJ.
74.Hall, C. M., and Mitchell, R., 2000, Wine tourism in the Mediterranean: A tool for restructuring and development. Thunderbird International Business Review, 42(4), 445-465.
75.Hall, C. M., and Sharples, L., 2003, The consumption of experience or the experience of consumption? An introduction to the tourism taste. In C. M. Hall, L. Sharples, R. Mitchell, N. Macionis, & B. Camboume (Eds). Food Tourism around the World: Development, Management and Markets (1-24). Oxford: Butterworth.
76.Hall, M., and Mitchell, R. 2001, Wine and food tourism., in: Douglas, N., and Derrett, R(Eds). 2001, Special interest tourism. Australia: John Wiley, 307-325.
77.Hamdani, N. A., and Maulani, G. A. F., 2018, The influence of E-WOM on purchase intentions in local culinary business sector. International Journal of Engineering and Technology, 7(2.29), 246.
78.Herr, P.M., Kardes, F.R., and Kim, J., 1991, Effects of word-of-mouth and product-attribute information on persuasion: an accessibility-diagnosticity perspective. Journal of Consumer Research, 17(4), 454-462.
79.Hennig-Thurau, T., Gwinner, K., Walsh, G. and Gremler, D., 2004, Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38-52.
80.Hirschman, E.C., and Holbrook, M.B., 1982, Hedonic consumption: emerging concepts, methods and propositions, Journal of Marketing, 46(3), 92-101.
81.Hjalager, A. M., 2002, Repairing innovation defectiveness in tourism. Tourism Management, 23(5), 465-474.
82.Hsu, S. H., 2008, Developing an index for online customer satisfaction: Adaptation of American Customer Satisfaction Index. Expert systems with Applications, 34(4), 3033-3042.
83.Hoch, S. J., and Ha, Y. W., 1986, Consumer learning: Advertising and the ambiguity of product experience. Journalof Consumer Research, 13(2), 221-233.
84.Holbrook, M. B., and Hirschman, E. C., 1982, The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140.
85.Hopwood, C. J., 2007, Moderation and mediation in structural equation modeling. Journal of Early Intervention, 29(3), 262-272.
86.Horng, J.-S., Liu, C.-H., Chiu, H.-Y., and Tsai, C.-Y. 2012, The role of international touristperceptions of brand equity and travel intention in culinary tourism. ServiceIndustries Journal, 32(16), 2607-2621.
87.Horng, J.-S., Liu, C.-H., Chou, H.-Y., and Tsai, C.-Y. 2012, Understanding the impact of culinary brand equity and destination familiarity on travel intentions. Tourism Management, 33(4), 815-824.
88.Horng, J.-S., and Tsai, C.-T. 2012, Constructing indicators of culinary tourism strategy:An application of resource-based theory. Journal of Travel Tourism Marketing, 29(8), 796-816.
89.Horng, J. S., and Tsai, C. T. S. 2012, Culinary tourism strategic development: An Asia‐Pacific perspective. International Journal of Tourism Research, 14(1), 40-55.
90.Hussain, S., Ahmed, W., Jafar, R. M. S., Rabnawaz, A., and Jianzhou, Y. 2017, "eWOM source credibility, perceived risk and food product customer’s information adoption." Computers in Human Behavior, 66, 96-102.
91.Relph, E. 1976, Place and placelessness . London: Pion.
92.Robinson RN., and Getz D., 2016, Food enthusiasts and tourism: exploring food involvement dimensions. Journal of Hospitality and Tourism Research, 40(4), 432-455.
93.Rousta, A., and Jamshidi, D., 2020, Food tourism value: Investigating the factors that influence tourists to revisit. Journal of Vacation Marketing, 26(1), 73-95.
94.Runco, M. A., 2014, Creativity: Theories and themes: Research, development, and practice. Amsterdam: Elsevier.
95.Ignatov, E., and Smith, S., 2006, Segmenting Canadian culinary tourists. Current issues in tourism, 9(3), 235-255.
96.Jaccard, J., Wan, C. K., and Turrisi, R. 1990, The detection and interpretation of interaction effects between continuous variables in multiple regression. Multivariate Behavioral Research, 25, 467-478.
97.J.Nunnally. 1978, Psychometric Theory (2nd ed). New York: McGraw-Hill. 10, Multivariate Data Analysis (7th ed). Prentice-Hall, Upper Saddle River, NJ.
98.Jones, T. O., and Sasser, W. E., 1995, Why satisfied customers defect. Harvard business review, 73(6), 88-99.
99.Jian, Y., Zhou, and Zhou, N., 2019, Brand cultural symbolism, brand authenticity, and
consumer well-being: the moderating role of cultural involvement. Journal of Product and Brand Management. 28 (4), 529-539.
100.Karim, M. A., and Chi, C., 2010, Culinary tourism as a destination attraction: An empirical examination of destinations’ food image. Journal of Hospitality Marketing and Management, 19 (6), 531-555.
101.Khalifa, M., and Liu, V., 2007, Online consumer retention: Contingent effects of online shopping habit and online shopping experience. European Journal of Information Systems, 16(6), 780-792.
102.Kiecker, P., and Cowles, D.L., 2001, Interpersonal communication and personal influence on the internet: a framework for examining online word-of-mouth, Internet Applications in Euromarketing, 11(2), 71-88.
103.Kim, N. L., Shin, D. C., and Kim, G., 2021, Determinants of consumer attitudes and re-purchase intentions toward direct-to-consumer (DTC) brands. Fashion and Textiles, 8(1), 1-22.
104.Kivela, J., and Crotts, J. C. 2006, Tourism and gastronomy: Gastronomy's influence on how tourists experience a destination. Journal of Hospitality Tourism Research, 30(3), 354-377.
105.Kline, R. B., 2005, Principles and practice of structural equation modeling (2nd ed). New York: Guilford.
106.Klesse, A. K., Levav, J., and Goukens, C., 2015, The effect of preference expression modality on self-control. Journal of Consumer Research, 42(4), 535-550.
107.Kokkranikal, J., and Carabelli, E., 2021, Gastronomy tourism experiences: the cooking classes of Cinque Terre.Tourism Recreation Research, 1-12.
108.Lee, J., and Chung, L. 2019, Effects of perceived brand authenticity in health functional food consumers. British Food Journal, 122(2), 617-634.
109.Lehmann, W. S. 2015, The influence of electronic word-of-mouth (ewom) on college search and choice (Doctoral dissertation).University of Miami, Miami
110.Liu, C.H.S., 2016, The relationships among brand equity, culinary attraction, and foreign tourist satisfaction. Journal of Travel and Tourism Marketing. 33 (8), 1143-1161.
111.Long, L. M., 2004, Culinary tourism: A folkloristic on eating and otherness. In L. M. Long (Ed.), Culinary Tourism (pp. 20-50). Kentucky: The University Press of Kentucky.
112.Lu, A.C.C., Gursoy, D., Lu, C.Y., 2015, Authenticity perceptions, brand equity and brand choice intention: the case of ethnic restaurants. International Journal of Hospitality Management. 50, 36-45.
113.Lu, P. L., Liu, Y. C., Toh, H. S., Lee, Y. L., Liu, Y. M., Ho, C. M., and Hsueh, P. R., 2012, Epidemiology and antimicrobial susceptibility profiles of Gram-negative bacteria causing urinary tract infections in the Asia-Pacific region: 2009–2010 results from the Study for Monitoring Antimicrobial Resistance Trends (SMART). International journal of antimicrobial agents, 40, 37-43.
114.Macionis, and B. Camboume (Eds.), Food Tourism around the World: Development, Management and Markets 1-24. Oxford: Butterworth.
115.Mardia, K. V. 1985, Mardia's test of multinormality. In Kotz, S., and Johnson, N. L. (Eds.),
Encyclopedia of statistical sciences, 5, 217-221.
116.Mayzlin, D., 2006, Promotional chat on the internet, Marketing Science, 25(2), 155-163.
117.Ma, Y., Ruangkanjanases, A., and Chen, S. C., 2019, Investigating the impact of critical factors on continuance intention towards cross-border shopping websites. Sustainability, 11(21), 14-59.
118.McDonald, R. P., and Ho, M. H. R, 2002, Principles and practice in reporting structural equation analyses. Psychological methods, 7(1), 64.
119.Mu, J., 2017, The study on activation strategy of time-honored brand. In MATEC Web of Conferences. 100, 5-43.
120.Weinberger M.G. and Dillon, W.R., 1980, The effect of unfavorable product rating information, Advances in Consumer Research, 7(1), 528-532.
121.Mohanty, P. P., and Sadual, S. K., 2019, A study on cuisine tourism of Odisha, India: Prospects, potential and prognosis. Revista de Turism - Studii Si Cercetari in Turism, 28, 1-11.
122.Morrison, S., and Crane, F. G., 2007, Building the service brand by creating and managing an emotional brand experience. Journal of brand management, 14(5), 410-421.
123.Morhart, F., Malär, L., Guèvremont, A. and Girardin, F., 2015, Brand authenticity: an integrative framework and measurement scale, Journal of Consumer Psychology, 25(2), 200-218.
124.Moulard, J.G., Raggio, R.D. and Folse, J.A.G., 2016, Brand authenticity: testing the antecedents and outcomes of brand management’s passion for its products, Psychology and Marketing, 33(6), 421-436.
125.Napoli, J., Dickinson, S.J., Beverland, M.B. and Farrelly, F., 2014, Measuring consumer-based Brand authenticity, Journal of Business Research, 67(6), 1090-1098.
126.Neill, L., Johnston, C., and Losekoot, E., 2016, New ways of gazing: The refractive gaze. International Journal of Tourism Anthropology, 5(1-2), 138-151.
127.Newman, G.E., and Dhar, R., 2014, Authenticity is contagious: brand essence and the original source of production, Journal of Marketing Research, 51(3), 371-386.
128.Oh, H., Prado, P. H. M., Korelo, J. C., and Frizzo, F., 2019, The effect of brand authenticity on consumer–brand relationships. Journal of Product and Brand Management, 28(2), 231–241.
129.Park, C.W., Eisingerich, A.B. and Park, J.W. 2013, Attachmen - taversion (AA) model of customer-brand relationships, Journal of Consumer Psychology, 23(2), 229-248.
130.Performances: questing for self and community, in Ratneshwar, S., Mick, D.G. and Huffman, C. (Eds.), The Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals, and Desires, Routledge, London, 140-163.
131.Pine, I. I., 1998, BJ, and Gilmore, JH, 1998, Welcome to the experience economy. Harvard Business Review, 76(4), 97-105.
132.Poturak, M., and Softic, S., 2019, Influence of social media content on consumer purchase intention: Mediation effect of brand equity. Eurasian Journal of Business and Economics, 12(23), 17-43.
133.Preacher, K.J., Hayes, A.F., 2008, "Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models." Behavior Research Methods, 40, 879-891.
134.Pratt, S., Suntikul, W., and Agyueiwaah, E., 2020, Determining the attributes of gastronomic tourism experience: Applying impact-range performance and asymmetry analyses. International Journal of Tourism Research, 22(5), 564-581.
135.Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., and Podsakoff, N. P., 2003, Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88 (5), 879-903.
136.Richards,G., 2015, Evolving gastronomic experiences: From food to foodies to foodscapes. Journal of Gastronomy and Tourism, 1(1), 5-17.
137.Ryu, K., Han, H., and Kim, T., 2008, The relationships amongoverall quick-casual restaurant image, perceived value, cus-tomer satisfaction, and behavioral intentions. InternationalJournal of Hospitality Management, 27(3), 459-469.
138.Wu, W. W. 2011, Beyond Travel and Tourism competitiveness ranking using DEA, GST, ANN and Borda count.Expert Systems with Applications, 38(10), 12974-12982.
139.Sahin, S., Baloglu, S. 2011, Brand personality and destination image of Istanbul. Anatolia–An International Journal of Tourism and Hospitality Research, 22(1), 69–88.
140.Schallehn, M., Burmann, C. and Riley, N., 2014, Brand authenticity: model development and empirical testing, Journal of Product and Brand Management, 23(3), 192-199.
141.Schindler, R. M., and Bickart, B., 2005, Published word of mouth: Referable, consumer-generated information on the Internet. Online consumer psychology: Understanding and influencing consumer behavior in the virtual world, 32(2), 35-61
142.Schmitt, B. 1999, Experiential marketing. Journal of Marketing Management, 15(1-3), 53-67.
143.Schmitt, J., Duray, G., Gersh, B. J., and Hohnloser, S. H., 2009, Atrial fibrillation in acute myocardial infarction: a systematic review of the incidence, clinical features and prognostic implications. European heart journal, 30(9), 1038-1045.
144.Schumacker, R. E., and Lomax, R. G., 2004, A beginner’s guide to structural equation modeling (2nd ed). Mahwah, NJ: Lawrence Erlbaum Associates.
145.Sen, S. and Lerman, D. 2007, Why are you telling me this? An examination into negative consumer reviews on the web, Journal of Interactive Marketing, 21(4), 76-94.
146.Sijoria, C., Mukherjee, S., and Datta, B. 2019, Impact of the antecedents of electronic word of mouth on consumer based brand equity: a study on the hotel industry. Journal of Hospitality Marketing and Management, 28(1), 1-27.
147.Sims, R. 2009, Food, place and authenticity: Local food and the sustainable tourism experience. Journal of Sustainable Tourism, 17(3), 321–336.
148.Smith, R.E. and Vogt, C.A., 1995, The effect of integrating advertising and negative word-of-mouth communications on message processing and response, Journal of Consumer Psychology, 4(2), 133-51.
149.Spreng, R.A., Harrell, G.D., and Mackoy, R.D., 1995, Service Recovery: Impact on Satisfaction and Intentions, Journal of Services Marketing, 9(1), 15-23.
150.Sternberg, R. J, 2012, The assessment of creativity: An investment-based approach. Creativity Research Journal, 24(1), 3-12.
151.Stone, M. J., Migacz, S., and Sthapit, E., 2022, Connections between culinary tourism experiences and memory.Journal of Hospitality and Tourism Research, 46(4), 797-807.
152.Sotiriadis, M. D., and Van Zyl, C, 2013, "Electronic word-of-mouth and online
reviews in tourism services: the use of twitter by tourists." Electron. Commer.
Res. 13, 103-124.
153.Telfer, D. and Wall, G., 1996, Linkages between tourism and food production. Annals of Tourism Research, 23(3), 635-653.
154.Thirachaya, C., and , T. (2019). A local cuisine tourism approach to authenticity and a sense of place for Postmodern gastronomy in I-SAN Thailand. Asian Theatre Journal, 8(4), 1-14.
155.Tian, G., Zhao, J., Liu, L., Xie, S., Liu, Y., 2018, Old names neet the new market: an ethnographic study of classic brands in the foodservice industry in Shantou, China. Hum. Organ, 77(1), 52-63.
156.Trusov, M., Bucklin, R.E., and Pauwels, K., 2009, Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site, Journal of Marketing, 73(5), 90-102.
157.Tsai, C. T. S., and Wang, Y. C., 2017, Experiential value in branding food tourism. Journal of Destination Marketing and Management, 6(1), 56-65.
158.Tunc, T. E. 2012, Less sugar, more Warships: Food as American propaganda in the first world war. War in History, 19(2), 193-216.
159.Verhoef, P.C., Lemon, K.N., Parasuraman, A., Roggeveen, A., Tsiros, M., Schlesinger, L.A., 2009. Consumer experience creation: determinants, dynamics, and accomplishment strategies. Journal of Retailing, 85(1), 31-41.
160.Visser, V. A., van Knippenberg, D., Van Kleef, G. A., & Wisse, B. 2013, How leader displays of happiness and sadness influence follower performance: Emotional contagion and creative versus analytical performance. The Leadership Quarterly, 24(1), 172-188.
161.Wang, G., and Netemeyer, R. G., 2004, Salesperson creative performance: conceptualization, measurement, and nomological validity. Journal of Business Research, 57(8), 805-812.
162.Warren, C., Batra, R., Loureiro, S. M. C., and Bagozzi, R. P. 2019, Brand Coolness. Journal of Destination Marketing and Management, 83(5), 36–56.
163.Wu, Y., and Huang, H. 2023, Influence of Perceived Value on Consumers’ Continuous Purchase Intention in Live-Streaming E-Commerce—Mediated by Consumer Trust. Sustainability, 15(5), 32-44.
164.Xia, L., and Bechwati, N.N., 2008, Word of mouth: the role of cognitive personalization in online consumer reviews, Journal of Interactive Advertising, 9(1), 28-108.
165.Yeh, S. S., and Huan, T. C. 2017, Assessing the impact of work environment factors on employee creative performance of fine-dining restaurants. Tourism Management, 58, 119-131.
166.Yu, S., and Lee, J., 2019, The effects of consumers perceived values on intention to purchase upcycled products. Sustainability, 11(4), 10-34.
167.Zhang, R. and Tran, T., 2009, Helping e-commerce consumers make good purchase decisions: a user reviews-based approach, in Babin, G., Kropf, P. and Weiss, M. (Eds), E-technologies: Innovation in an Open World, Springer, Berlin, 1-11.
168.Zhang, S. N., Li, Y. Q., Liu, C. H., and Ruan, W. Q., 2021, A study on China's time-honored catering brands: Achieving new inheritance of traditional brands. Journal of Retailing and Consumer Services, 58, 102-290.
169.Zhang, S. N., Li, Y. Q., Liu, C. H., and Ruan, W. Q., 2021, Reconstruction of the relationship between traditional and emerging restaurant brand and customer WOM. International Journal of Hospitality Management, 94, 102-879.
170.Zhang, S. N., Ruan, W. Q., and Yang, T. T. 2021, National identity construction in cultural and creative tourism: the double mediators of implicit cultural memory and explicit cultural learning. Sage Open, 11(3), 1-16.