大陸來臺自由行為臺灣帶來可觀的經濟收益,但同時亦對臺灣觀光景點帶來衝擊,而陸客必訪景點士林夜市為了迎合陸客喜好,遂販賣起北方麵食、花枝羹等非臺灣傳統小吃,除與臺灣傳統夜市之意象有所差距之外,亦影響遊客真實性的體驗。本研究欲探討陸客眼中士林夜市傳統小吃真實性、體驗價值與意象關係。在真實性影響意象的過程中,試著加入體驗價值,接著重新解構真實性、體驗價值在意象形成的過程中擔任何種角色,以及兩者間互動之關聯為何。本研究以前往士林國際觀光夜市體驗的陸客為研究對象,共發放253份問卷。研究結果發現,過去認為真實性是直接影響遊客目的地意象形成主因。然而在陸客眼中臺灣小吃的意象形成過程中,本研究發現陸客在夜市中的各種體驗,才是形塑臺灣小吃意象的重要關鍵,至於臺灣小吃的真實性與否,對於陸客來說並不重要。因此,與其刻意營造真實性,不如強化夜市的環境整備程度,以提升遊客對於觀光夜市的整體意象。
Due to the openness policy for individual tourism to China, the mainland tourists have been increased, and have brought the enormous economic benefit to Taiwan. However, it also impacts the tourist destinations from various perspectives. For example, Shilin Night Market served the nontraditional Taiwanese snack food, including Chinese noodles and squid potage soup. The phenomenon challenges the authenticity of the Taiwan night market, meanwhile impacts experiences and images of visitors for both domestic and international tourists. Therefore, exploring the relationships among authenticity, experience, and image are the primary purposes of this research. By adding experiential values as the mediating variables, we sought to understand the intertwining relationships between authenticity and destination images. In this study, 253 questionnaires were delivered to mainland night market tourists. The findings revealed that experience value is the most crucial factor in influencing Taiwanese snack food image, no matter whether it is authentic or not. Thus, improving the quality of the experiences seem to be more important than increasing the perceptions of the authenticity of the Taiwanese snack food.