老街商業化對遊客真實性認知、滿意度與忠誠度之影響──以九份老街為例

The Impact of Old Street Commercialization on Authenticity Perception, Tourist Satisfaction, and Loyalty: Evidence from Jiufen Old Street

本研究以九份老街為研究場域，探討商業化對遊客真實性認知、滿意度與忠誠度之影響。研究透過文獻回顧建立研究架構，並以問卷調查蒐集資料，運用統計進行分析並驗證假設。結果顯示，遊客普遍認同商業化帶來正面效益，並驗證商業化對滿意度具顯著正向影響。在真實性認知方面，遊客對「獨特性」感受最為強烈，且真實性認知對滿意度與忠誠度均有顯著影響；滿意度與忠誠度之間亦呈現正向關係。然而，商業化對真實性認知的負向假設未獲支持，顯示遊客對商業化與真實性並存仍具一定容忍度。綜合而言，本研究證實商業化、真實性認知、滿意度與忠誠度之間的緊密連動，並凸顯適度商業化在提升遊客體驗同時兼顧文化保存的重要性。

This study examines Jiufen Old Street as the research setting to explore the impact of commercialization on tourists’perceptions of authenticity, satisfaction, and loyalty. Based on a literature review, a research framework was developed, and data were collected through a questionnaire survey, followed by statistical analyses to test the proposed hypotheses. The results indicate that tourists generally recognize the positive benefits of commercialization, with commercialization showing a significant positive effect on satisfaction. In terms of authenticity, tourists reported the strongest perception of“uniqueness,”and authenticity was found to significantly influence both satisfaction and loyalty; furthermore, a positive relationship was confirmed between satisfaction and loyalty. However, the hypothesized negative effect of commercialization on authenticity was not supported, suggesting that tourists tolerate the coexistence of commercialization and authenticity to some extent. Overall, the study demonstrates the close interconnections among commercialization, authenticity perception, satisfaction, and loyalty, while highlighting the importance of balanced commercialization in enhancing tourist experiences alongside cultural preservation.