夜市觀光意象、體驗滿意度與體驗後行為關聯性研究－以高雄六合觀光夜市遊客為例

A Relationship Study among Night Market Tourism Image, Experience Satisfaction, Post-Experience Behavior toward Kaohsiung Liu Ho Tourist Night Market

吳佳華(Jia-Hua Wu)

《商業現代化學刊》 6卷2期 (2011/09) Pp. 59-74

https://doi.org/10.6132/JCM.2011.6.2.04

摘要

「享受台灣美食」已是國外觀光客來台消費的主要目的之一。在許多的美食體驗中「夜市」更是展現出台灣在地傳統庶民生活與文化。根據在通部觀光局在2009年的調查報告指出「夜市體驗」在許多遊人的心目中高雄六合觀光夜市是全臺眾多的觀光夜市中到訪位居第二名，僅次於台北士林夜市。因此本研究之目的旨在探討遊客對於高雄市六合觀光夜市意象、體驗滿意度與體驗後行為之間的關連性。本研究以到訪高雄市六合國際觀光夜市體驗的遊客為研究對象，共發放350份問卷，有效問卷為309份。資料分析方法為描述性統計分析、性因素分析、信度分析與多元迴歸分析。研究結果顯示：夜市體驗遊客之觀光意象對體驗滿意及體驗後行為具有顯著影響力。夜市體驗遊客之體驗滿意度對體驗後行為具有顯著影響能力。

關鍵字

夜市觀光意象 ； 體驗滿意度 ； 體驗後行為

並列摘要

”Enjoy Food of TAIWAN” is one of the traveling purpose for foreign tourists. Night market experience also showen traditional life of food and local culture. Accourding to Taiwan Tourism Bureau survey shows ”Kaohsiung Liu Ho Tourist Night Market” is most one of the famous popular tourist night market in Taiwan (Ranking 2nd). Above the statous, this paper purose study is to umderstand the relationships among night market tourism Image, experience satisfaction, post-experience behavior toward Kaohsiung Liu Ho Night Market tourists. By 325 questionnaires were distributed and a total of 309 completed questionnaires were collected during January, 2009. The data were analyzed by descriptive statistics, reliability analysis, exploratory factor analysis and multiple linear regression analysis. The results as the follows: The night market tourism Image variables were significantly positive effect on experience satisfaction ane post-experience behavior. Also dound experience satisfaction were significantly positive effect on post-experience behavior.

並列關鍵字

Night market tourism image ； Experience satisfaction ； Post-experience behavior