觀光夜市的服務品質之研究－－以台北市臨江街觀光夜市為例

A Study on the Service Quality of Tourist Night Markets: A Case Analysis of the Linjiang Street Tourist Night Market in Taipei

在臺灣，夜市文化是地方旅遊與日常生活的重要象徵，匯聚多樣小吃與豐富人文風貌，成為國內外旅客體驗臺灣風情的必訪場域。透過地方小吃與攤販文化，遊客不僅能品嘗在地風味，也能深入認識地方特產與文化故事。位於臺北市大安區的臨江街觀光夜市，地理位置優越，鄰近多所學校、交通樞紐及台北101、信義商圈等著名景點，吸引大量本地與外地觀光人潮。此夜市在政府輔導下，由傳統街邊攤販轉型為整齊劃一、結合在地特色與行銷策略的觀光休閒區，持續提升整體形象與競爭力。本研究以臨江街觀光夜市的實地遊客為研究對象，採用重要性－表現分析法（Importance-Performance Analysis,IPA），探討遊客對夜市服務品質各面向（如公共設施、環境整潔、商品價格與品質等）的重視程度與實際感受之落差，從而評估其整體服務品質表現。研究結果發現，夜市應優先提升的服務面向包括：公共設施的完善性（如垃圾桶、公廁等）、整體環境的乾淨整潔、商品價格的合理性與商品品質的信賴感。建議未來經營單位可在資源允許下，優先針對高重要性但表現不佳之項目進行優化，並持續維持現有優勢，逐步提升整體服務層面表現，以全面優化夜市品質，強化吸引力與顧客滿意度。此研究結果可提供地方政府及相關單位作為後續規劃與決策之參考依據。

In Taiwan, night market culture serves as an important symbol of local tourism and daily life, bringing together a wide variety of delicacies and rich cultural elements, and becoming a must-visit destination for domestic and international travelers seeking to experience Taiwanese culture. Through local snacks and vendor culture, visitors not only savor authentic local flavors but also gain deeper insights into regional specialties and cultural stories. Located in Taipei’s Da’an District, the Linjiang Street Tourist Night Market boasts a prime location near several schools, transportation hubs, and major attractions such as Taipei 101 and the Xinyi Commercial District, attracting a large number of local and international visitors. Under government guidance, this night market has transformed from
a traditional street vendor hub into a well-organized tourist area, integrating local characteristics and marketing strategies to continuously enhance its overall image and competitiveness. This study takes actual visitors of the Linjiang Street Tourist Night Market as its research subjects and applies the Importance-Performance Analysis (IPA) method to investigate tourists’perceived importance and satisfaction across various service dimensions, including public facilities, environmental cleanliness, product pricing, and product quality. The findings suggest that the night market should prioritize improvements in key areas such as the adequacy of public facilities (e.g., trash bins, public restrooms), the cleanliness of the overall environment, and the fairness and reliability of product pricing and quality. It is recommended that management units, within the limits of available resources, focus first on optimizing service items identified as high in importance but low in performance, while continuing to maintain existing strengths. Gradual improvements in other service aspects can help comprehensively enhance overall quality, boost attractiveness, and increase visitor satisfaction. The results of this research may serve as a valuable reference for future planning and decision-making by local governments and related stakeholders.