EXPLORATION OF LOCAL FOOD SELECTIONS IN LUKANG, TAIWAN: APPLICATION OF THE MEANS-END CHAIN THEORY by Shih-Chi Chao, M.B.A. A Dissertation In HOSPITALITY ADMINISTRATION Submitted to the Graduate Faculty of Texas Tech University in Partial Fulfillment of the Requirements for the Degree of DOCTOR OF PHILOSOPHY Approved Dr. Betty L. Stout Chair of the Committee Dr. Jingxue ―Jessica‖ Yuan Member of the Committee Dr. Janice Boyce Member of the Committee Dr. Chihkang ―Kenny‖ Wu Adjunct Member of the Committee Dr. Fred Hartmeister Dean of the Graduate School August, 2010 Copyright 2010, Shih-Chi Chao Texas Tech University, Shih-Chi Chao, August, 2010 ACKNOWLEDGEMENTS I would like to thank many special individuals who have supported and encouraged me during my journey in pursuing my doctoral degree. I would like to thank my parents for everything they have done to nurture me and cultivate my interests. I was brought up in Taiwan in a very healthy and happy environment. With the affection and inspiration from my parents, I feel it is a blessing to be their son. Since I was a child, I have seen my father as a role model. Therefore, first, I would like to dedicate my achievement to my beloved father who inspired me to achieve my academic goals. I would like to thank my mother who has provided me with endless love and support. My mother has always taught me to try to be a virtuous and modest man and to have an enthusiastic and dependable learning spirit. The success of this journey also belongs to her. I would also like to thank my dearest wife, Yen-An Chen, who has given me strength during this journey. I am blessed to have met her at Texas Tech University. While she studied for her doctoral degree in Fine Arts, we learned from each other and exchanged our views. Her diligence and academic performance inspired me to work harder on my dissertation. She is the first person with whom I share the joys and challenges of life. Studying together with my wife during our doctoral programs will be one of my happiest memories of living in the U.S. Furthermore, during the period of learning at Texas Tech University, I would like to acknowledge the contributions of my committee members who have helped me make this dissertation possible. I would like to thank my dissertation committee chair, Dr. Stout, who has given me valuable professional guidance. She urged me to strive to maintain the ii Texas Tech University, Shih-Chi Chao, August, 2010 highest standards in my scholarly work. She could be depended upon for support and encouragement when I faced any research bottleneck. Her endless patience has helped me carry through this process. It was a blessing to have worked with her. Dr. Stout led me to the ultimate academic accomplishment. My appreciation for her is beyond explanation. I would also like to thank my committee members, Dr. Yuan and Dr. Boyce, for providing insightful ideas for my dissertation study. Their expertise in research methods and food tourism really helped me through the process of my research. Finally, I would like to thank Dr. Wu who provided valuable advice for my research study and genuine care and concern for me while I lived in Lubbock, Texas. My overseas study would not have progressed so smoothly without him. iii Texas Tech University, Shih-Chi Chao, August, 2010 TABLE OF CONTENTS ACKNOWLEDGEMENTS ········································································ ii ABSTRACT ··························································································vi LIST OF TABLES ················································································· viii LIST OF FIGURES ··················································································ix CHAPTER I. INTRODUCTION ······································································· 1 Background············································································ 1 Problem Statement ··································································· 3 Purpose of the Study ································································· 4 The Significance of the Study ······················································ 5 Definition of Terms ·································································· 6 Limitations ············································································ 7 II. LITERATURE REVIEW ······························································· 9 Food Tourism ········································································· 9 The Role of Food in Culture and Tourism ····································· 9 Tourism Experience ····························································· 12 Authenticity ·········································································· 13 Tourism in Taiwan ··································································· 15 Food Culture and Food Tourism in Taiwan ······································ 16 Food Festivals ···································································· 17 Taiwan‘s Traditional Cake Pastries ············································ 19 Types of Eating Places ·························································· 20 Lukang‘s History, Traditions, and Food ·········································· 24 Means-End Chain Theory ·························································· 26 Attributes ·········································································· 29 Consequences ····································································· 29 Values ············································································· 30 Laddering Method ······························································· 32 Summary ·············································································· 37 III. METHODOLOGY ····································································· 38 Phase One ············································································ 39 Research Design ································································· 39 Context of the Study ····························································· 39 Participants ···································································· 39 Sampling ······································································· 40 Data Collection Methods ···················································· 41 Data Analysis ····································································· 42 iv Texas Tech University, Shih-Chi Chao, August, 2010 Phase Two ············································································ 44 Research Design ································································· 44 Context of the Study ····························································· 44 The Role of Researcher ······················································ 44 Participants ···································································· 45 Sampling ······································································· 45 Data Collection Methods ···················································· 46 Data Analysis ····································································· 49 Content Analysis ······························································ 49 Constructing the Implication Matrix ······································· 51 Constructing the Hierarchical Value Map ································· 51 Summary ·············································································· 52 IV. FINDINGS AND DISCUSSION ····················································· 54 One-on-one Interview Results ····················································· 54 Lukang‘s Tourists and Their Primary Tourism-related Purpose of the Trip ················································································· 55 Tourism Experience ····························································· 58 Authenticity ······································································· 60 Authenticity of Local Food ················································· 60 The Importance of Authenticity to Lukang‘s Food Tourism ··········· 62 Food Selection Behavior of Tourists and Local Residents ················· 63 Laddering Interview Results ······················································· 65 General Profile of Participants ················································· 66 Content Analysis ································································· 68 Coding of Laddering Interview Data ······································ 68 Constructing the Implication Matrix ······································· 71 Constructing the Hierarchical Value Map ································· 72 Construct Analyses ······························································ 85 Factors Related to Teacakes at Cake Shops ·································· 86 Factors Related to Snack Food at Snack Bars ······························· 96 Demographic Factors ·························································· 102 Summary ············································································ 104 V. CONCLUSIONS, IMPLICATIONS, LIMITATIONS, AND RECOMMENDATIONS ···························································· 106 Conclusions ········································································ 106 Implications ········································································ 109 Implications for Teacakes at Cake Shops ···································