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E95037
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台灣觀光夜市體驗與意象之跨文化研究
Cross-cultural Experience and Image of Tourist Night Markets in Taiwan
1.李素馨
1.Su-hsin Lee
1.逢甲大學景觀與遊憩研究所
1.Program of Landscape & Recreation, Feng Chia University
001,002,003,004
1.逢甲大學景觀與遊憩研究所
1.Program of Landscape & Recreation, Feng Chia University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2006-08-01
A.14 計畫執行期間(訖):2007-07-31
2007-03-092007-04-29
A.16 收到日期:2008-01-21
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停留台灣住宿之外籍遊客,且停留期間必須到訪台灣之任一夜市

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333


333
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C.2 聯絡日期:2008-01-21
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1.逢甲大學景觀與遊憩研究所
1.Program of Landscape & Recreation, Feng Chia University
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C.7 資料公開日期:2007-08-01
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1.文化旅遊行為
2.夜市
3.夜市意象
4.夜市體驗
5.結構方程式
1.Night Market
2.Night Marketing Experience
3.Night Marketing Image
4.Structural Equation Modeling (SEM)
5.Tourist Behavior
夜 市是台灣獨特的夜間生活形態,已成為許多外國遊客旅遊之地。本研究探討不同國籍文化背景之遊客於夜市消費行為體驗及對夜市意象的影響關係。本研究於桃園國 際機場之出境大廳進行遊客的問卷調查,針對遊客屬性、文化差異旅遊行為、夜市體驗、與夜市意象等 進行調查。將外籍遊客分為「東南亞」、「日本」及「歐美」三文化背景類群,採分群抽樣方式共獲得有效樣本333 份。外籍遊客之旅遊行為經因素分析後萃取人際互動、新奇探索、收集記憶、消費信任和購買物品等五個因素構面。夜市體驗共有五個構面,分別是感官體驗、情感 體驗、思考體驗、行動體驗和關聯體驗。夜市意象經因素分析後得到八個因素構面,分別是:調查結果顯示,交通不便、價格特色、產品滿意、產品多樣性、熱鬧友 善、髒亂危險、價格折扣和吸引力。研究結果顯示不同文化背景之遊客對於旅遊行為的「新奇探索」和「記憶收集」,夜市體驗的「情感體驗」,和意象的「交通不 便」和「髒亂危險」有顯著差異。探 討文化旅遊行為、夜市體驗與夜市意象的關係發現,旅遊行為對夜市體驗有正向顯著影響,標準化係數值(γ)為.57,t 值為8.13;旅遊行為對夜市意象未達顯著影響(γ =.10,t = 1.29),夜市體驗對夜市意象達顯著正向影響(γ =.78,t = 8.82),旅遊行為以夜市體驗為中介變項,亦 對夜市意象達顯著正向影響(間接效果為.445)。其研究結果可提供學術研究單位參考,以及政府相關單位規劃觀光夜市及行銷策略之參考。

The night market is a unique and important feature of Taiwanese culture. Night markets are also one of the most popular tourism destinations for foreign visitors in Taiwan. The purpose of this research is to discover the relationships of tourists’ behaviors, experiences and images of night markets in Taiwan among different cultural nationalities. There were 333 foreign visitors surveyed at the departure hall of Taiwan International Airport. The foreign tourists are divided into “Southeast Asian”, “Japanese” and “European and American” three cultural background groups. Using factor analysis, there are five tourist behavior dimensions: interpersonal interaction, novel exploration, collecting memory, consuming confidence, and purchasing items. Night market experiences include sense, feel, think, relate, and act experiences. Night market images is analyzed by factor analysis to get eight factors, traffic inconvenience, price & specialty, product satisfaction, diverse product, lively/friendly, dirty/dangerous, price discounts and attraction. The results show: (1) different cultural nationalities have significant differences in the behavior dimensions of novel exploration and collecting memory, experience dimension of feel experience, and image dimensions 1 of traffic inconvenience and dirty/dangerous. (2) The relationships model of tourism behavior, night market experience and night market images show that behaviors have significantly positive effect on the experiences. The standardized coefficient (γ) is .57, t-value is 8.13. Behaviors have no direct influence on night market images (γ = .10, t = 1.29). Night market experiences have significantly positive effects on images (r =. 78, t = 8.82). The behaviors have positive indirect influence (.445) via experience as intermediary variable on images of night market. The findings provide further research and implication suggestions for government to planning, design and marketing strategies.

D.16 完成檢誤日期:2008-10-15
D.17 預定釋出日期:2008-11-07
D.18 初次釋出日期:2008-11-07
D.19_1 最新版釋出日期:2008-11-07
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10.6141/TW-SRDA-E95037-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E95037
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