大陸遊客湧入觀光夜市後之影響探討

The Effects of Massive Influxes of Chinese Tourists into Tourist Night Markets

本研究欲探討開放大陸遊客來台後，台灣遊客對觀光夜市在不同時間段的目的地意象(destination image)之差異，運用重要表現程度分析法（Importance-Performance Analysis；簡稱IPA），將陸客尚未開放來台前的夜市意象視為重要程度，而陸客開放來台後則視為表現程度進行分析。再以結構方程模式探討目的地意象、遊客體驗、滿意度、忠誠度與重遊意願各構面間之因果關係。研究以六合夜市之台灣遊客為對象進行問卷調查，研究結果顯示，大陸遊客湧入後，六合夜市除“東西物美價廉”此問項外，台灣遊客對六合夜市所提供的硬體設備、服務品質和特色代表性均呈現滿意，此為六合夜市整體之優勢，亦是應繼續保持之部分。路徑分析結果顯示，台灣遊客的觀光夜市目的地意象及遊客體驗均影響觀光夜市之滿意度與忠誠度；而遊客忠誠度則會影響其重遊意願。依據研究結果對相關單位及後續研究對提出建議。

This research aimed to explore the difference of Taiwanese tourists’ destination image on Tourist Night Market in different time periods after deregulating Chinese Tourists traveling to Taiwan. Questionnaires were distributed to Taiwanese tourists visiting Liuhe Night Market. The IPA (Importance-Performance Analysis) approach was used to analyze the destination image of night market before (importance) and after (performance) opening the door to Chinese tourists. Also, the Structural Equation Modeling (SEM) analysis was conducted to investigate the causal relationships among constructs, such as Destination Image, Tourist Experience, Satisfaction, Loyalty and Revisit Intention. The results showed that Taiwanese tourists were still satisfied with the facilities, service quality and typicality of Liuhe Night Market. However, the satisfaction with the cheap but good product sold there weakened. In addition, the result of path analysis indicated that Taiwanese tourists’ destination image and tourist experience both affected tourist satisfaction and loyalty. As well, tourist loyalty had an impact on their revisit intention. Based on the research findings, suggestions to the management and recommendations for future research were provided.