以消費者體驗觀點探討台南市美食與古蹟旅遊顧客滿意度行為意象關連性研究

A Study on the Relationship between Customer Satisfaction and Behavior Intention Based on Consumers' Experience of the Delicacies and Ancient Relics of Tainan City

余基吉(Ji-Ji Yu) ； 趙海倫(Hai-Liu Chao) ； 盧兪亘(Yu-Hsuan Lu)

《臺灣觀光學報》 8期 (2011/07) Pp. 1-12

https://doi.org/10.29801/THTJ.201107.0001

摘要

在觀光產業內涵中來說，古蹟文化遺產源之開闢爲休閒活動場所，是一件對民眾日常生活中有意義的政策。就觀光吸引力的角度而言，飲食不但是旅途中最基本的必須性消費項目，也是許多人在目的地選擇時的重要考量。本研究最主要在分析旅客旅遊動機跟實際體驗的滿意度與行爲意圖之關聯性。台南市的觀光產業未受國內外的旅客的矚目，當中缺乏整體的規劃、古蹟腹地狹小、交通問題、美食小吃的宣傳行銷企業化經營等不足，故本研究首要了解遊客對台南市古蹟旅遊與美食小吃的期望重要程度與實際的感受體驗品質的重要構面，並探討旅遊體驗品質影響知覺價值，滿意度與遊後行爲的關係，最後對台南市推動觀光產業推出建議，達到永續發展。我們也建議市政府推動文化觀光時，除了保存現有古蹟，發揮創意提高觀光價值，針對小吃應力求傳統技術的的經營，重視傳統口味、企業化的用餐環境，營造產學文化行成具有發展成觀光潛力與實力的「文化首都」。

關鍵字

觀光意象 ； 旅遊動機 ； 行為意圖

並列摘要

For the tourism industry, rebuilding ancient relics into recreational venues constitutes a laudable policy. During a tour, food and beverage are not only essential consumer demands but play an important role in enriching the attractions of the tour. These facts have motivated this study to analyze the relationships among tourists' travel motivation, their satisfaction regarding the actual tour experience and their behavior intentions. In terms of tourism development, tourists felt that the most special attractions in Tainan City are the nostalgic atmosphere and the meals. The nostalgic atmosphere puts the focus on the ancient relics in Tainan City, while nostalgic meals excite tourists' desire for consumption and are conducive to enhancing local tourism development. In evaluating the local snacks of Tainan City, most subjects had an excellent impression regarding local people's friendliness, as well as the insistence on traditional tastes, genuine ingredients, and easy dining atmosphere. These can serve as reference for the future development of local tourism.

並列關鍵字

tourism image ； travel motivation ； behavior intention