Abstract
Food and Beverage are one of important activities in the tourism process for long time. As the rapid growth of the tourism activity, food and beverage tourism was being thought one way to display local products and stimulated tourism. Based on the documents, this research divides the food and beverage behaviors into two categories. One is the peak touristic experience, and the other one is the supporting touristic experience. The food and beverage effort from the different kinds of tourists is the topic of this study which discusses the difference among the food and beverage tourism motivation, food and beverage attraction, constraints, satisfaction, attraction and loyalty from the peak touristic experiences and the supporting consumer experiences. Besides, the visitors who come to Tong-gang Town, Ping-tung Country to taste the Bluefin-Tuna as the experiment reference, and this research discovers the motive of Food and Beverage Tourism and intensity of demand, will really influence on food and beverage attraction, and food and beverage attraction really has great influence on loyalty. Admiration for the food reputation and the food and beverage that individual partial towards, it worth to exceed of the food and beverage satisfaction, the health value of food and beverage attraction, willing to revisit of loyalty, reputation of the promotion, recommending to other relatives and friends, show the close relation between food and beverage and tourism. In addition, the food and beverage motivation of tourism of peak touristic experiences is greater than supporting touristic experiences. The results can be the suggestion for the food and beverage tourism developing and the strategies for destination's marketing.