文化大學機構典藏 CCUR:Item 987654321/25853
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    Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/25853


    Title: 大陸觀光客對於士林觀光夜市之服務 場域、情境吸引力、滿意度和 重遊意願關係之研究
    A Study of Relationship among Service-space, Situational Attractiveness, Satisfaction, and Revisiting Willingness of China Tourists for Shihlin Tourism Night Market
    Authors: 楊宜靜
    Yang, Yi-Ching
    Contributors: 觀光事業學系
    Keywords: 士林夜市
    服務場域
    情境吸引力
    滿意度
    重遊意願
    Shilin night market
    Satisfaction
    Service-space
    Situational attractiveness
    Revisiting willingness
    Date: 2013-06
    Issue Date: 2013-10-31 14:18:36 (UTC+8)
    Abstract: 士林夜市是台灣最有名氣觀光夜市之一,是外國觀光客到台灣必逛之景點。近年來,台灣旅行業者因開放自由行緣故,而有增加之趨勢的大陸觀光客都會安排此景點。實證研究指出,消費者在購買決策前會因環境之空間硬體設施及情境等而影響所感受的價值與整體之消費過程。

    本研究主旨在探討中國遊客對於士林觀光夜市之服務場域、情境吸引力、滿意度及重遊意願之關係,並進一步了解夜市之服務場域、情境吸引力是否會影響到大陸觀光客對於夜市之滿意度與重遊意願,研究對象為來台體驗過士林夜市之大陸旅客。使用量化研究方法並進行便利抽樣法,調查日期為 2013年 5 月 15日至 2013年 5月 20 日,共發出400份,回收376份有效問卷,回收率為94%。資料分析方法為敘述性統計分析、項目分析、信度分析、相關分析及迴歸分析等進行處理,並使用迴歸分析檢視服務場域與情境吸引力對於滿意度之關係。

    結果指出大陸觀光客對於士林觀光夜市之服務場域感受度良好,並以夜市具有良好的交通運輸系統最高。服務場域及情境吸引力正向滿意度及重遊意願,經由迴歸分析結果顯示四者之間具有顯著因果關係,研究結果可提供政府單位研擬相關夜市環境規劃政策以及活動情境區域改善之方針。
    Shihlin night market is one of Taiwan's most famous night markets, is foreign tourists coming to Taiwan a must-visit attractions. In recent years, Taiwan's travel industry because of semi-independent travel that the increasing of China tourists always arrange for this attraction. The empirical research indicates that consumer classify hardware facilities of the environment space as well as situational case before purchase decision making, and affect the value and the overall of the consumption process.

    The purpose of this research was to discuss the relationship among the service-scape, situational attractiveness, satisfaction, revisiting willingness among those tourists from China to Shilin night market. Research questionnaire was designed based on literature review. The items first checked through expert validity from scholars, night market industry executives, and consumers who would recommend modifying or deleting questionnaire items. SPSS (v19.0)was used for data analysis including: descriptive statistics, reliability analysis, item analysis and regression analysis. Survey questionnaires were distributed to Shilin night market. A questionnaire survey was applied in this study and held from May 15 to 20 in 2013.There were three hundred questionnaires distributed to all three night stalls and 274 questionnaires were valid; the usable rate were 94%.

    The findings indicated that China tourists are impressed with the service-scape of the Shilin night market, and the good transport system of the night market is most satisfied. Service-space and the situational attractiveness are positively affect satisfaction and revisiting willingness, via regression analysis showed that among the four variables has a significant causal relationship.The findings of this study should be provided government organizations with planning the policy not only the night market environment issues but also the method of improvements of the active situational region.
    Appears in Collections:[Department of Tourism & Graduate Institute of Tourism Industry ] Thesis

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