夜市已成為台灣在地文化特色,不只國人愛逛夜市,許多外國遊客來台旅遊也會到夜市去體驗台灣夜市。在戶外場域遊客若感到越擁擠,則產生負面情緒體驗,然而,夜市遊客對於其擁擠知覺也許有不同感受。因此,本研究目的為探討夜市擁擠知覺對目的地意象、情緒體驗、滿意度及重遊意願之關係,並進一步比較居民與遊客的差異性。本研究於台灣中南部都市型夜市收集共619份有效樣本,透過結構方程式模型及多群組分析發現,遊客擁擠知覺越高對夜市目的地意象越好,居民則相反。本研究結果探討擁擠知覺對遊客及居民的夜市目的地意象所帶來的影響,以及如何改善擁擠知覺所帶來的負面影響,以讓所有夜市到訪者皆能享受夜市所帶來的休閒價值。
Although night markets represent Taiwanese local culture, they lead to critical environmental issues, such as the negative feelings of people and traffic congestion. This study investigated the associations among crowding perception, destination image, emotional experience, satisfaction, and revisiting intentions in visitors and local residents regarding night markets. This study recruited 619 participants from two metropolitan night markets in Southern Taiwan. Structural equation modeling and multiple group analysis results indicated that crowding perception had a significantly positive effect on destination image among visitors but a negative effect on that among locals. In particular, the residents reported a poorer crowding perception than did the visitors. These findings revealed the effects of crowding perception on the destination image of night markets among visitors and residents. Potential strategies to reduce the negative effects of night markets and maximize their leisure value are discussed.