歷史老街旅遊區遊客商業化知覺形成因素之研究

Exploring the Forming Factors of Tourists' Perceived Commercialization on Historic Streets Destination

李安娜(An-Na Li)；梁雅雯(Ya-Wen Liang)

文化旅遊 ； 歷史老街 ； 旅遊區商業化 ； 遊客知覺 ； Culture tourism ； Historic streets ； tourism commercialization ； tourist perception

島嶼觀光研究

13卷4期（2021 / 08 / 01）

31 - 46

繁體中文

文化旅遊遊客重視歷史文化資源的欣賞與體驗，但隨著現代化發展與商業模式引入，過度商業化降低遊客滿意度與到訪意願。本研究目的為探討歷史老街旅遊區遊客的商業化知覺形成之因素，選擇台南安平老街旅遊區進行資料收集，以自填式問卷作為研究工具，回收有效問卷102份。調查資料經由內容分析法進行分析，分析結果顯示遊客對於歷史老街旅遊區的商業化知覺包含「商品缺乏老街特色」、「過多店家進駐」、「商家過度行銷」、「老街環境氛圍減少」及「遊客人潮過多」5個組成面向。此研究結果顯示遊客的過度商業化知覺來自旅遊區整體環境、商家經營及遊客互動組成。據此，提供旅遊區經營業者建構文化歷史旅遊區環境經營與經濟發展策略規劃之參考。

The tourists like to experience culture and history resource at a cultural destination. However, the development of modernization and business model, commercialization reduces tourists' satisfaction and intention to visit. The study is explored the tourists' perceived commercialization on historic streets destination. The data were obtained through a semi-structured questionnaire survey of tourists at An-Ping destination in Tainan, Taiwan. A total of 102 questionnaires were usable for the data analyses. The results revealed that the tourists' perceived commercialization that included: goods lacking of local features, too many stores / vendors, over- marketing promotion, the less atmosphere of historic streets, too much crowded. The findings suggested that the tourist perception of commercialization was generated by interactions of the environment, the commercial management and the tourists' activities. According to the study, it provided the ideas for tourism operators to build up the maintaining plan of historic streets environment and the strategies of the economic development.

1. 侯錦雄,游仁君(2000)。北埔傳統聚落空間與觀光行為模式。戶外遊憩研究，13(4)，69-91。
   連結：
2. 柳婉郁,汪俞靜,蕭靖宇(2014)。觀光意象對遊客滿意度與行為意向影響之研究－以九份老街為例。新竹教育大學人文社會學報，7(1)，57-94。
   連結：
3. 莊鎧溫,吳雪意(2021)。旅遊意象、遊憩體驗與行為意向之研究－以桃園市大溪老街為例。管理資訊計算，10(1)，174-184。
   連結：
4. 郭彰仁,謝宗恒,梁大慶,黃千宜(2016)。體驗價值在鹿港老街真實性與場所依附因果關係之中介效果。戶外遊憩研究，29(2)，55-80。
   連結：
5. 陳肇堯,胡學彥(2002)。休閒農場遊客認知與滿意度分析－以南部地區爲例。戶外遊憩研究，15(3)，31-54。
   連結：
6. 鍾美齡(2013)。遊客對新北市三峽老街休閒遊憩活動參與動機與滿意度之探討。嘉大體育健康休閒期刊，12(1)，45-54。
   連結：
7. 羅盈筑,李安娜,朱曼婷,黃莉尹(2018)。探討遊客旅遊體驗與旅遊效益之關係－以安平老街旅遊區為例。運動與遊憩研究，12(4)，27-40。
   連結：
8. Anderson, L. F.,Littrell, M. A.(1995).Souvenir-purchase behavior of women tourists.Annals of Tourism Research,22(2),328-348.
9. Asplet, M.,Cooper, M.(2000).Cultural designs in New Zealand souvenir clothing: the question of authenticity.Tourism Management,21(3),307-312.
10. Bao, J.,Lin, M.(2014).Study on control of tourism commercialization in historic town and village.Acta Geographica Sinica,69,268-277.
11. Bao, J.,Su, X.(2004).Studies on tourism commercialization in historic towns.Acta Geographica Sinica,59(3),427-436.
12. Bortolotto, C.(2020).Commercialization without over-commercialization: normative conundrums across heritage rationalities.International Journal of Heritage Studies,1-12.
13. Butler, R.,Hinch, T.(2007).Tourism and indigenous peoples: Issues and implications.Burlington, MA:Elsevier Ltd.
14. Chen, C.-F.,Chen, F.-S.(2010).Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists.Tourism Management,31(1),29-35.
15. Cros, H. D.(2001).A new model to assist in planning for sustainable cultural heritage tourism.International Journal of Tourism Research,3(2),165-170.
16. Day, J.,Shi, X. C.,Cai, L.,Adler, H.(2015).Perceptions of authenticity at a heritage destination: An examination of visitor perceptions of authenticity at South Luogu Alley, Beijing.Tourism Analysis,20(1),53-67.
17. de Rojas, C.,Camarero, C.(2008).Visitors’ experience, mood and satisfaction in a heritage context: Evidence from an interpretation center.Tourism Management,29(3),525-537.
18. Elomba, M. N.,Yun, H. J.(2017).Souvenir authenticity: The perspectives of local and foreign tourists.Tourism Planning & Development,1-15.
19. Fan, C.,Wall, G.,Mitchell, C. J. A.(2008).Creative destruction and the water town of Luzhi, China.Tourism Management,29(4),648-660.
20. Fine, E. C.,Speer, J. H.(1985).Tour guide performances as sight sacralization.Annals of Tourism Research,12(1),73-95.
21. Fyall, A.,Garrod, B.(1998).Heritage tourism: At what price?.Managing Leisure,3(4),213-228.
22. Halewood, C.,Hannam, K.(2001).Viking heritage tourism.Annals of Tourism Research,28(3),565-580.
23. Kassarjian, H. H.(1977).Content analysis in consumer research.Journal of consumer research,4(1),8-18.
24. Kemperman, A. D.,Borgers, A. W.,Timmermans, H. J.(2009).Tourist shopping behavior in a historic downtown area.Tourism management,30(2),208-218.
25. Lu, L.,Chi, C. G.,Liu, Y.(2015).Authenticity, involvement, and image: Evaluating tourist experiences at historic districts.Tourism management,50,85-96.
26. Macdonald, S.(1997).A people's story: Heritage, identity and authenticity.Touring cultures: Transformations of travel and theory,New York:
27. Morinis, A.(ed.)(1992).Sacred journeys: The anthropology of pilgrimage.Westport, CT:Greenwood.
28. Nash, D.(1966).The anthropology of tourism.Oxford, UK:Elsevier.
29. Shackley, M.(2001).Managing Sacred Sites.London, UK:Continuum.
30. Smith, V.(ed.)(1989).Hosts and guests: The anthropology of tourism.Philadelphia, PA:University of Pennsylvania Press.
31. Sun, X.,Lin, B.,Chen, Y.,Tseng, S.,Gao, J.(2019).Can commercialization reduce tourists’ experience quality? Evidence from Xijiang Miao Village in Guizhou, China.Journal of Hospitality & Tourism Research,43(1),120-140.
32. Swanson, K. K.,Timothy, D. J.(2012).Souvenirs: Icons of meaning, commercialization and commoditization.Tourism Management,33(3),489-499.
33. Taylor, J. P.(2001).Authenticity and sincerity in tourism.Annals of Tourism Research,28(1),7-26.
34. Taylor, R.,Shanka, T.(2008).Visitor value perception of a heritage tourism site development: a case study.Tourism Analysis,13(2),131-142.
35. Torabian, P.,Arai, S. M.(2016).Tourist perceptions of souvenir authenticity: An exploration of selective tourist blogs.Current Issues in Tourism,19(7),697-712.
36. Waitt, G.(2000).Consuming heritage: Perceived historical authenticity.Annals of tourism research,27(4),835-862.
37. Wang, F.,Liu, Z.,Shang, S.,Qin, Y.,Wu, B.(2019).Vitality continuation or over-commercialization? Spatial structure characteristics of commercial services and population agglomeration in historic and cultural areas.Tourism Economics,25(8),1302-1326.
38. Zimbardo, P. G.,Gerrig, R. J.(1996).Psychology and life.New York:HarperCollins.
39. 交通部觀光局（2016）。中華民國 105 年國人旅遊狀況調查報告。台北：交通部觀光局。
40. 李安娜,邱長光(2015)。遊客知覺價值、滿意度與重遊意圖之研究－以鹿港老街為例。觀光與休閒管理期刊，3(1)，186-195。

1. 曾繁絹,白佩宜(2023)。以語料庫分析社群媒體探討地方觀光吸引力－臺南市政府臉書專頁為例。圖書資訊學刊，21(2)，89-118。