Needs Assessment for Food and Food Services and Behavioral Intention of Chinese Group Tourists Who Visited Taiwan

This study aims to investigate Chinese outbound tourists' needs for and attitudes toward food and food services and to assess the relationships between Chinese tourists' attitudes toward food and food services and travel behavioral intentions. Results revealed that most Chinese tourists were satisfied with the way their physiological and safety needs were met and that the fulfillment of their needs in terms of belonging and self-esteem was important to them. Moreover, Chinese tourists preferred to have opportunities to participate in local food-related activities to interact with local people and to become acquainted with the local food. Findings indicated that Chinese tourists with more positive attitudes toward the fulfillment of their food and food service needs are more likely to revisit Taiwan and recommend Taiwanese food to others. Implications of tourist needs for attention to food and food services on the part of the tourism and hospitality industry are discussed.