遊客對台南地方小吃的體驗價值、滿意度與重遊意願

Tourists' Experiential Value, Satisfaction and Revisit Intention of Local Snacks in Tainan

周佳蓉(Chia-Jung Chou) ； 陳嬿郁(Yen-Yu Chen)

《休閒事業研究》 11卷1期 (2013/03) Pp. 1-17

https://doi.org/10.6746/LIR.201303_11(1).0001

摘要

除了天然資源與景點觀光以外，最貼近地方生活文化的地方小吃是極具吸引遊客的觀光資源，遊客藉由品嚐小吃的過程體驗瞭解地方生活型態與文化。本研究以體驗觀點，以SEM結構模式分析遊客旅遊台南府城時對地方小吃體驗行銷的感受、體驗價值及顧客滿意度，並進而瞭解遊客的重遊意願。經由現場問卷調查前來台南旅遊且品嚐小吃之觀光客，回收360份有效問卷。經驗證性因素分析確認體驗行銷可包含感官、情感、思考行動與關連五大構面，而體驗價值構念可含括餐飲、經濟、情感、新奇等四大價值。徑路分析結果支持體驗行銷正面影響體驗價值，而滿意度作為體驗價值與重遊意願間之中介變項。研究建議善用體驗方式行銷地方小吃，可以營造遊客的體驗價值，並提升滿意度，有助於台南府城地方小吃永續保有競爭力與文化傳承價值。

關鍵字

台南小吃 ； 體驗行銷 ； 體驗價值 ； 顧客滿意

並列摘要

Next to natural sights and landmarks, local snack is the most important aspect of Tainan's culture. Also, they are some of the most popular tourist attractions in the city. By trying the snacks, visitors can experience how locals live and eat. In this study, structural equation modeling (SEMs) was used to analyze Tainan tourists' snack experience, and customer satisfaction in order to determine the level of tourist' revisit intention of Tainan. 360 valid questionnaires were collected from tourists who tasted local snacks in Tainan. The results demonstrated five dimensions of experiential marking SENSE, FEEL, THINK, ACT and RELATE to be perceived in taking Tainan snacks, and the dinning, economic, emotional, and novelty value of the tourists' experience with local food were verified. Path analysis supported experiential marketing positively influence experiential value and lead to positive customer satisfaction. Satisfaction served as an intervening factor between experiential value and revisit intention. The study suggests that applying experience marketing to the selling of local snacks could improve both the value of visitors' experiences and their satisfaction, helping local snacks remain an important part of Tainan's heritage and competitive method of generating revenue from tourism.

並列關鍵字

Tainan snacks ； experience marketing ； value of experience ； customer satisfaction