觀光夜市遊客滿意度之研究－以士林夜市為例

The study on satisfaction of the night market tourists – a case study of the Shilin Night-Market

陳慧珊(Hui-San Chen)

指導教授 ： 彭光輝

國立臺北科技大學/設計學院/建築與都市設計研究所/碩士(2012年)

https://doi.org/10.6841/NTUT.2012.00640

摘要

夜市是貼近台灣人民生活與面貌的通俗性文化，士林夜市在臺灣有其代表性地位。臺北市市場處表示士林市場遷回原址將有助於夜市整體發展，但輿論擔憂新的士林夜市恐為「建成圓環夜市」翻版。本研究旨在分析與探討臺灣遊客對搬遷後士林夜市之遊客滿意度，瞭解遊客對現況與發展的期望需求，提供夜市與相關政府單位改善之依據。研究內容從理論與文獻回顧與現場觀察著手，透過模糊德爾菲專家問卷，最後對遊客發放結構式問卷抽樣調查，進行信度分析、效度分析、資料樣本結構分析、差異性分析與交叉分析。
研究結果顯示產品構面之特色小吃品牌形象之定位尚未被認同；夜市購物服務內容尚需加強訓練服務人員態度與改善飲食清潔衛生；夜市周邊設施構面之機車停車位不足、汽車停車場指示標誌不明顯及需增加垃圾筒設置點；夜市設施構面之動線規劃與意象引導尚待加強、應提升空調設備及適量增加用餐座位量。本研究建議政府宜適當增設機車停車位與汽車導引標誌，士林夜市攤商宜提升服務人員態度與專業性專業規劃者宜廣那使用者意見，採參與式規劃，使動線規劃更流暢，加強空調系統設備，且宜有座位引導並增設用餐座位量。

關鍵字

顧客滿意度 ； 夜市 ； 士林夜市 ； 攤販

並列摘要

The night market is close to the Taiwan people's lives and the face of popular culture, the Shihlin night market in Taiwan has its representative status.
The public opinion concerns about Shihlin Night Market could become a replica of the Jian-Chen Roundabout.
The purpose of this study is to analyze and explore the basis for Taiwanese tourists relocation Shilin night market visitor satisfaction, and to understand the needs of visitors to the expectations of the current situation and development, Night Market and the relevant government agencies to improve the view.Main research content from theory and literature review to proceed, the Fuzzy Delphi expert questionnaire screening items, final sample survey structured questionnaire issued to visitors, and reliability analysis, validity analysis, ANOVAanalysis, and Chi-square test analysis.
The results illurtrates:1. The snacks brand positioning has not yet been recognized. 2. Night Market shopping services: strengthen the training of service personnel attitude, to improve eating clean. 3. The Night Market neighboring facilities dimensions: motorcycle parking, car parking instructions not obvious;additional the trash set point 4. Night market facilities dimensions: line planning;enhance the air-conditioning equipment; the amount of increase in the amount of dining seats.
The study recommendations: 1. government: appropriate additional motorcycle parking spaces and car parking guide. 2. Shihlin night market stalls recommendations: improve the attitude and professionalism of the service personnel. 3. Planners: included in the participatory planning; the line planning should be more fluid; enhance the air-conditioning system equipment; seat guide and additional dining seating amount.

並列關鍵字

Customer Satisfaction ； Night Market ； Shi Lin Night Market ； Vendor

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