遊客對台南市安平老街商圈重視度與滿意度比較之研究

Application of Emphasis and Satisfaction Analysis to Anping Old Street Shopping District in Tainan City

台南市安平老街全台知名，是文化古蹟薈萃、人文涵養豐富的遊憩勝地，茲因針對台南市安平老街的重視度與滿意度的調查研究非常罕見，而引發本研究的調查動機。本研究目的想深入了解遊客對安平老街遊憩前的重視度期待與遊憩後的滿意度感受之差異，並藉由差異分析來探討遊客的人口統計變項，是否會影響重視度與滿意度之感受性，進而編製問卷調查遊客內心感受，以有效問卷550份進行各項統計分析。獲信度Cronbach's α係數.942，效度分析63.78％，由研究結果獲知遊客的知覺感受重視度高於滿意度。特別重視「食品衛生」，且對「商街之熱鬧氣氛」感到最滿意。由因素分析結果得知「交通停車」、「遊樂設施」和「商品多樣」3個因素重視度與滿意度相同。藉由差異分析得知：婚姻的人口背景變項之差異，不會造成遊客對於安平老街在重視度之差異、而在滿意度因素中的「遊樂設施」產生差異。年齡的人口背景變項之差異，不會造成遊客對重視度之差異，但會對於滿意度因素中的「商街熱鬧」產生差異。職業的人口背景變項之差異，不會造成遊客對重視度之差異，但會對於滿意度因素中的「交通停車」產生差異。學歷的人口背景變項之差異，會造成遊客在重視度因素中的「服務態度」出現了差異，但不會對於滿意度有所差異。而性別和月收入的人口背景變項之差異，對於安平老街在重視度及滿意度則無顯著差異。將萃取因素對安平老街評分進行多元迴歸分析知，以「交通停車因素（滿意度）」對於遊客評分行為最具有影響力。

Anping Old Street in Tainan City is well-known throughout Taiwan. It is a recreational destination with a collection of cultural heritage and rich humanities. The investigation and research on the emphasis and satisfaction of Anping Old Street in Tainan City is very rare, which triggered the investigation motivation of this research. The purpose of the research is to understand the difference between tourists' expectations of the emphasis of Anping Old Street before recreation and their satisfaction after recreation, and use the difference analysis to explore whether the demographic variables of tourists will affect the degree of emphasis and satisfaction. Sensibility, and then compile a questionnaire to investigate the inner feelings of tourists, and use 550 valid questionnaires to conduct various statistical analyses. The credibility of Cronbach's α coefficient is .942, and the validity analysis is 63.78%. It is learned from the research results that tourists' perceptions and feelings are more emphasis than satisfaction. Special attention is paid to ''food hygiene''. And I am most satisfied with the ''lively atmosphere of the shopping street''. According to the result of factor analysis, the emphasis and satisfaction of the three factors of '' transportation parking'', ''amusement facilities'' and ''commodity diversity'' are the same. Through the analysis of the difference, we know that the difference in the demographic background variables of marriage will not cause the difference in the importance of tourists to Anping Old Street, but the difference in the ''amusement facilities'' in the satisfaction factor. The difference in demographic background variables of age will not cause differences in the emphasis of tourists, but will cause differences in the satisfaction factor of ''shopping malls''. The differences in the demographic background variables of occupations will not cause differences in the importance of tourists, but will cause differences in the ''transportation parking'' in the satisfaction factor. The difference in the demographic background variables of educational background will cause differences in the ''service attitude'' of tourists in the factor of emphasis, but there will be no difference in satisfaction. There is no significant difference in the emphasis and satisfaction of Anping Old Street in terms of gender and monthly income. The multivariate regression analysis of the extraction factors on the scores of Anping Old Street shows that the ''transportation parking factor (satisfaction)'' has the most influence on the scoring behavior of tourists.