Research into Cultural Tour and Experience Value of Anping Old Street

• Main Authors: TSENG, CHI-YUN, 曾琪耘
• Other Authors: OUYANG, YU
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/mz9ds5

碩士 === 嘉南藥理大學 === 觀光事業管理系 === 107 === Old streets as well as streetscapes and buildings full of history style are seen everywhere in Taiwan, which is able to create a considerable tour output for the local by combining with the local foods. Anping Old Street in Tainan, one of the must-see attractions in Tainan has a far-reaching historical and cultural significance. The motive of this research is to understand whether the cultural image of business circle created by heritage building and sword lion cultural belief affect the tourist’s intention in consumption and revisit. In terms of the research mode, cultural and tour experience value and revisit intention were used as the basis of research dimension and the empirical subjects covered the tourists ever visiting Anping Old Street personally. According to the empirical results, the tourists believed that the problems which need to be improved in the first priority include parking difficulty, difficulty in looking for a public toilet and excessively high isomorphism type in shops. In the multiple regression analysis, in terms of the cultural tour experience value for Anping Old Street, tourist’s degree of recognition for consumer return on investment, aesthetic feeling, interestingness and cultural freshness all have a significant effect on revisit intention. In terms of the service excellence dimension, except that its significant effect on the revisit intention of old street has not been achieved, for its descriptive statistics of tourist’s degree of recognition, it is also the dimension with the lowest degree of recognition, namely it shows whether the tourists identify with the degree of perfection of public facilities and tidiness of total environment in Anping Old Street. Research conclusion has provided the relevant units with the development strategy reference for cultural tour as well as the local operators with the basis of improving service quality.