台南市夜市遊憩吸引力與遊客滿意度、忠誠度之研究

Abstract

逛夜市是國人習以為常的夜間休閒活動，中央、地方政府亦逐漸重視夜市之休閒、觀光功能。本研究旨在探討台南市夜市遊憩吸引力與遊客滿意度、忠誠度關係，並採取半結構式訪談法，以瞭解台南市夜市立地條件、市場經營、消費潛力、策略輔導現況。夜市遊憩吸引力採用ITPS模式為構面來源。研究對象為夜市業者，以及台南市六個行政區夜市之遊客。共發出600份問卷，有效問卷計有554份，有效問卷率為95.03%。利用描述性統計、獨立樣本t檢定、單因子變異數分析、Pearson相關分析等方法分析後，主要研究結果如下：

一、立地條件方面：台南市夜市為露天開放式、區塊狀之空間型態。市場經營方面：台南市夜市攤販類型主要分為飲食、百貨、遊樂三大類，皆為定期流動性夜市，且由民間人士自行營運管理，對於夜市宣傳行銷有所不足。消費潛力方面：夜市消費集中化，夜市市場日趨飽和，各夜市特色區隔主因為攤販的質、量。策略輔導方面：缺乏台南市夜市法規和相關輔導策略，業者認為現有夜市轉型為觀光夜市之可能性不高。 二、遊客人口統計變項之年齡、婚姻狀況、教育程度、居住地的不同，會影響遊客對於台南市夜市遊憩吸引力同意程度。 三、遊客參與行為之交通時間、參與同伴、參與頻率、參與時間、消費金額的不同，會影響遊客對於台南市夜市遊憩吸引力同意程度。 四、夜市遊憩吸引力與遊客滿意度存有正相關，顯示遊憩吸引力得分愈高，遊客滿意度也愈高，又以「空間氛圍吸引力」因素相關性最高。 五、夜市遊憩吸引力與遊客忠誠度存有正相關，顯示遊憩吸引力得分愈高，遊客忠誠度也愈高，又以「空間氛圍吸引力」因素相關性最高。 六、遊客滿意度與遊客忠誠度存有正相關，顯示遊客滿意度愈高，遊客忠誠度也愈高，又以「整體滿意度」因素相關性最高。

The purpose of this study was to investigate recreational attraction, visitors’ satisfaction and loyalty of night markets in Tainan City. By semi-structured interview with five night market managers to understand geographical features, operations, consumer potential and assistant strategies of night markets in Tainan City. Furthermore, ITPS model was used to investigate recreational attraction. The research population was the night market visitors in Tainan City. Distributing 600 questionnaires and 554 questionnaires were valid. The valid rate was 95.03%. The data was analyzed by descriptive statistical analysis, t-test, one-way ANOVA, Pearson’s correlation coefficients, regression analysis. The major research results are summarized as follows.

1. Night markets in Tainan City are all open-air and located on the square. Vendors in night markets can be classified to nosh, commodities, and amusements. All night markets in Tainan City are not open every night, and operated by non-governmental figures. Each night market in Tainan City was characterized by the quality and quantity of vendors. 2. “Age”, “marital status”, “education” and “occupation” demographic variables significantly affected recreational attraction of night markets in Tainan City. 3. “Traffic time”, “companies”, “frequency”, “duration”, and “the amount of consuming” consumer behavior variables significantly affected recreational attraction of night markets in Tainan City. 4. There was significant correlation between recreational attraction and visitors’ satisfaction. 5. There was significant correlation between recreational attraction and visitors’ loyalty. 6. There was significant correlation between visitors’ satisfaction and visitors’ loyalty.