「民以食為天」代表飲食是人類生存的首要條件,而飲食對於一個國家或種族的影響卻是遠源流長的。台灣的海洋文化豐富且多元,在地理位置及人文的脈絡影響下,造就許多屬於台灣的台灣風味小吃,而夜市成為這些風味小吃的匯集的場域。「逛夜市」已成為一種台灣夜間休閒活動,台灣夜市內的飲食小吃具接近本地人民、大眾化、鄉土味、及故鄉味等特色。體驗深度台灣飲食文化及休閒飲食氛圍,夜市遂成為首選。台灣美食小吃聞名全球,以美食觀光吸引國際觀光客,一直為台灣觀光局實施方針。本研究目的以高雄六合觀光夜市為案例,研究消費者對夜市飲食文化的體驗模式與體驗價值,並以六合觀光夜市消費者為研究對象,探究消費者對於夜市內體驗模式知覺的差異,以實地觀察法、訪談法、問卷調查收集資料並使用T-test、變異數分析(ANOVA)、相關分析(Correlation analysis)及依據研究目的分析成果。研究結果發現不同消費者對夜市具有體驗模式之行為產生、不同類型(性別、婚姻、國籍)消費者對夜市飲食文化之體驗模式有差異、不同國籍消費者對夜市飲食文化之體驗模式與體驗價值具有相關性。本研究結果將可供政府發展夜市觀光政策之策略參考。
This paper aims to study on the consumer’s experiencing model and value on food culture of Taiwan tourism night market. In order to achieve the objectives, exploratory participate observation, semi-structured interview, and questionnaire were used in this study. Data was collected from Lioho Tourism Night Market, Kaohsiung City, Taiwan. Customer’s experiences of food culture of night market were categorized into the dimensions of Schmitt's experiential marketing theory. The quantitative data was analyzed by T-test、ANOVA analysis、Correlation analysis. The consumer’s experiencing model and value on food culture of Taiwan tourism night market was investigation present study. The results of this study categorized the food culture of night market into 4 dimensions of Schmitt's experiential model. The quantitative results indicated that customer’s have relativity differences in their experiences and experiential values while them experiencing the food culture of night market. Tourism bureau and night marketing organizations could develop different marketing strategies based on these results, then, they can create tourist the memorable experience and return willing. This study analyzed the customers’ behaviors on food culture of tourism night market based on the Schmitt's experiential marketing theory. The government and owner of tourism night market would set up the suitable marketing strategies by referring to the results of present study.