臺南安平小鎮文化觀光體驗價值之研究

Study on Values of Cultural Tourism Experience in Anping Town, Tainan

臺灣小鎮型態多元，以食物、文化、生活各自展現在地風情。富有老街區的歷史小鎮，充滿歷史風情的街景與建築物，搭配特色在地美食，為地方創造非常大的觀光產值。台南安平小鎮深具歷史文化意義，是觀光客到台南必去的景點之一，其古蹟建築、劍獅文化信仰所營造出的商圈文化意象是否為影響觀光客消費及重遊意願的因素即為本研究的動機。研究模式為以文化觀光體驗價值與重遊意願做為研究構面的基礎，實證對象為實際到訪過安平小鎮進行觀光體驗之遊客。實證結果，遊客認為本區最需改善之問題，以停車不易、公廁難找、攤商店家同質性過高為最嚴重。在多元迴歸分析中，台南安平小鎮文化觀光體驗價值中，遊客對於消費者投資報酬、美感、趣味性、文化嘗新性之認同度，皆對重遊意願產生明顯的影響力。而在服務優越性構面，除了對小鎮重遊意願未達顯著影響外，其於遊客滿意度認同之描述性統計，亦是認同度最低之構面，即顯示在遊客是否認同安平小鎮的公共設施完善程度及整體環境的整潔程度。研究結論，得提供相關單位文化觀光發展策略參考，及在地業者服務品質提升的依據。

Taiwan's small towns are diversified, with food, culture and life all showing their local styles. Historical towns rich in old neighborhoods, streetscapes and buildings full of historical flavor, together with local cuisine, create great tourism value for the local community. Anping Town of Tainan, with its deep historical and cultural significance, is one of the must-see attractions for tourists in Tainan. It is the motivation of this study whether the cultural image of the business district created by its monuments and buildings and the belief in the culture of sword-lion is a factor that influences tourists’consumption and their intention to revisit the town. The research model was based on the research dimensions of the value of cultural tourism experience and revisit intention, and the empirical subjects were the tourists who had visited Anping Town for tourism experience. According to the results of the empirical study, the most important problems that needed to be solved were the difficulty in parking, the difficulty in finding public toilets, and the high level of homogeneity of the stalls and stores. In the multiple regression analysis, in terms of the value of cultural tourism experience in Anping Town of Tainan, tourists' recognition of consumer return on investment, aesthetics, fun and cultural novelty all had a significant impact on their intention to revisit the town. While the dimension of service superiority not only failed to have a significant effect on the intention to revisit the town, but also had the lowest degree of recognition in terms of its descriptive statistics on the recognition of tourists' satisfaction, which meant whether tourists recognized the degree of perfection of the public facilities and the overall cleanliness of the environment of Anping Town. The research conclusion can provide relevant organizations with a reference for the development strategies of cultural tourism and local operators with a basis for improving the service quality.