Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/96615
標題: 夜市目的地意象、擁擠知覺、情緒體驗、滿意度與重遊意願之探討-不同空間類型夜市之比較
Association in Destination Image, Crowding Perception, Emotional Experiences, Satisfaction and Revising Willingness-A Study of the Comparison with Different Types of Night Market
作者: 陳維茹
Wei-Ru Chen
關鍵字: 夜市;目的地意象;擁擠知覺;情緒體驗;滿意度;重遊意願;Night market;Destination Image;Crowding Perception;Emotional Experiences;Satisfaction;Revising Willingness
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摘要: 
夜市已成為台灣在地文化特色,不只國人愛逛夜市,也有許多外國遊客來台旅遊也會到夜市去體驗台灣夜市之文化。夜市的類型也很多樣化,可依照空間分布來做分類、也可依照夜市發展模式來分類等不同分類方式。目的地意象的不同對於擁擠知覺程度有不同的影響,過去的研究中發現不同的空間對於擁擠知覺有差異性(劉家菁,2014),然而擁擠知覺大部分被視為負面評價(蔡燿隆、蔡進士、卓佳旻,2012),過往大部分的研究中顯示,高度擁擠知覺會造成負面情緒,而負面情緒則負向影響滿意度,滿意度進而影響重遊意願。
夜市為高密度建成環境,而過往對擁擠知覺的研究地點大多在自然環境中,此研究想了解高密度空間下的不同空間型態之差異,以及夜市這種較為特殊的場域,擁擠知覺對於情緒體驗會造成負面情緒嗎?
本研究採用便利抽樣問卷調查的方式,以花園夜市(廣場式)與逢甲夜市(街道式)的遊客為研究對象,有效問卷619份,有效率約為78.65%。路徑分析結果發現:在花園夜市中目的地意象對情緒體驗與重遊意願有達正向顯著影響;目的地意象對擁擠知覺無顯著影響;擁擠知覺對情緒體驗有達負向顯著影響;擁擠知覺對重遊意願無顯著影響;情緒體驗對滿意度有達正向顯著影響;滿意度對重遊意願有達正向顯著影響。在逢甲夜市中目的地意象對情緒體驗與重遊意願有達正向顯著影響;目的地意象對擁擠知覺無顯著影響;擁擠知覺對情緒體驗與重遊意願無顯著影響;情緒體驗對滿意度有達正向顯著影響;滿意度對重遊意願有達顯著影響。在路徑分析中結果只有在擁擠知覺對情緒體驗中的結果是不同的,在花園夜市是有達負向顯著影響,而在逢甲夜市中是無顯著影響,其餘路徑分析顯著結果並無差異。在多群組比較分析中發現,廣場型夜市與街道型夜市的目的地意象、擁擠知覺、情緒體驗、滿意度與重遊意願皆無差異。
過往的對擁擠知覺的研究多在於自然環境中,而本研究的場所為高密度建成環境空間,其結果與自然環境大不相同,且不同型態空間對擁擠知覺也與過往大部分研究結果也不相同。由於本研究採用結構式問卷,較無法深入了解原因為何,建議未來研究可以深入訪談去詳細了解此原因。本研究是到夜市發放問卷,可能只採集到會到夜市之遊客,缺少了不到夜市的樣本,因此無法詳細的全面了解大家對夜市的擁擠知覺與情緒體驗等看法與態度,建議未來的相關研究可以針對較常去夜市與較少去夜市之遊客做全面性深入的個案研究,完整地去了解原因。由路徑分析可知廣場型夜市與街道型夜市擁擠知覺對情緒體驗有所差異,未來政府機關在規劃夜市時,須考慮到空間形式對於擁擠知覺的情況,以及擁擠知覺對於遊客情緒的考量,讓來夜市的遊客都有美好的經驗。

Night market is the Taiwanese local cultural characteristic. Not only people love to visit the night market, there are many foreign tourists to Taiwan will travel to the night market to experience the culture of Taiwan night market.According to the type of spatial distribution, night markets can be classified according to the spatial distribution, but also in accordance with the night market development model to classify different classification methods.Previous studies have found differences in perceived crowding and destination images in different spaces (Liu, 2014). Crowding perception is often related to negative effects (Tsai, Tsai & Chuo, 2012). Most previous studies have shown that high crowding perception leads to negative emotions. Negative emotions affect satisfaction negatively, and thus affects willingness negatively.
Night market is a high-density built environment. In the past, most of the research sites on crowded perception were in the natural environment. In the current study, I want to know the difference between different spatial patterns in high density space, such as night market. Do crowded perceptions create negative emotions for emotional experiences?
The questionnaire is a structured. I used a convenience sampling. I choose street night market in Taichung Feng Chian Night Market. And I choose square night market in Tainan Garden Night Market. Research objects are tourists and nearby residents. There were 619 valid questionnaires.The effective rate is about 78.65%.
Structural equation model analysis found that: Destination image positive impact emotional experiences and revising willingness; destination image no effect crowding perception; crowding perception negative impact emotional experiences; crowding perception no effect revising willingness; emotional experiences positive impact satisfaction; and satisfaction positive impact revising willingness in in Garden night market.Destination image positive impact emotional experiences and revising willingness; destination image no effect crowding perception; crowding perception no effect emotional experiences and revising willingness; emotional experiences positive impact satisfaction; and satisfaction positive impact revising willingness in Feng Chia night market.Research result shows that tourists in different types of night market are same with association in destination image, crowding perception, emotional experiences, satisfaction and revising willingness from multi-group analysis. It means that it's no difference, so the assumption unsupported.
The results of this study are different from those of the natural environment, and different types of space are also different from the previous studies. In this study, structured questionnaire can not be used to understand the reasons why, so it is suggested that the future research can provide in-depth interviews to understand the perceptions and attitudes of nighttime crowds and emotional experiences. Suggested future research can be more relevant to the night market and fewer visitors to the night market to do a comprehensive in-depth case study, a complete understanding of the reasons. Structural equation model analysis found that the square-style night market and street-style night market crowded perception of emotional experience is different. Future government agencies in the planning of the night market, taking into account the space form for the crowded perception of the situation, as well as crowded perception of the emotional considerations for tourists, so that the night market visitors have a good experience.
URI: http://hdl.handle.net/11455/96615
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