| Abstract: | 近年來，臺灣夜市逐漸成為外國旅客來臺旅遊的觀光景點之一，「夜市」基本上除了提供地方美食以外，還結合了逛街、購物、娛樂、休閒等多樣化的功能，不同夜市各有其不同的特殊文化，夜市是在地人休閒、社交的好場所，亦是推廣臺灣觀光、賺取外匯的好工具。故本研究主要以外國旅客為對象，以2011年改建後之士林夜市為研究地點，探討不同個人背景及旅遊特性的外國旅客對士林夜市的觀光意象、滿意度、重遊與推薦意願，期能提供政府當局對於觀光夜市管理及改善之建議。
本研究透過觀光意象理論，以問卷方式調查研究，問卷發放方式大部分以立意抽樣方式及部分採隨機抽樣方式發放，利用SPSS應用軟體進行信度分析、描述性統計、變異數分析、皮爾森積差相關和迴歸分析。研究結果顯示：
一、因個人背景不同在觀光意象、滿意度與重遊意願上部分具有顯著性差異。
二、因旅遊特性不同在觀光意象、滿意度與重遊意願上部分具有顯著性差異。
三、來臺旅客對士林夜市所販售商品種類很多最表認同，其次是飲食具有特色。
四、來臺旅客最不認同的則是士林夜市的環境清潔。
五、觀光意象、滿意度、重遊意願與推薦意願之間呈現正相關。
六、商品觀光意象和環境設施觀光意象愈好，滿意度、重遊意願與推薦意願愈高。
In recent years, Taiwan’s night markets have gradually become one of the tourist attractions for foreign visitors who come to Taiwan for sightseeing. In addition to offering local delicacies, night markets also combine the travel elements of strolling around, shopping, entertainment, and leisure.
Different night markets have their different culture. Night markets are not only a good place for leisure, and socializing, but also a good tool to promote Taiwan’s sightseeing and earning foreign exchange. This research mainly explores foreign tourists’ impressions, and how that affects their level of satisfaction, willingness to revisit and recommend. It uses Shilin Night Market after it was rebuilt in 2011 as a case study. This research also looks at the different backgrounds and travel characteristics of the tourists to see it we can provide government authorities with suggestions for improving the management and quality of night markets.
Using the theory of tourism impressions, and a questionnaire style of investigation, we used purposive sampling and random sampling methods to distribute sampling questionnaires to tourists. By using SPSS software for reliability analysis, descriptive statistics, analysis of variance, Pearson correlation and regression analysis, the results from our research shows:
First, people with different characteristics have slightly differences in tourists’ impressions, level of satisfaction and willingness to revisit and recommend.
Second, people with different travel purposes have slightly differences in tourists’ impressions, level of satisfaction and willingness to revisit and recommend.
Third, the visitors to Taiwan most applauded Shilin Night Market for its variety of products, followed by its unique food.
Fourth, the visitors least agreed with the statement that Shilin Night Market’s environment is clean.
Fifth, there are positive correlations between tourists’ impressions, and level of satisfaction and willingness to revisit and recommend.
Sixth, the better the tourist impression on goods and environment, the level of satisfaction, the likelihood to revisit, and the willingness to recommend the night market to others are higher. |
