遊客對臺南市文創聚落觀光動機與 阻礙因素之探討

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题名:	遊客對臺南市文創聚落觀光動機與阻礙因素之探討 The Investigation of The Factors Toward Tourism Motivation And Barriers for Tainan Cultural And Creative Cluster
作者:	蘇煌舜 SU, HUANG SHUN
贡献者:	休閒與遊憩管理學系
关键词:	藍晒圖文創園區;神農文創市集;觀光阻礙;觀光動機;文創聚落觀光;正興街與國華街 Zhengxing Street and Guohua Street;Blueprint Cultural and Creative Park;Shennong Cultural and Creative Market;Tourism Motivation, Tourism Barrier;Cultural and Creative Cluster
日期:	2022-08-02
上传时间:	2022-10-28 07:44:44 (UTC+0)
出版者:	亞洲大學
摘要:	本研究旨在探討遊客對臺南文創聚落觀光動機與觀光阻礙之因素，透過調查不同文創景點類型的遊客，觀光動機與觀光阻礙的差異情形，瞭解成功的文創觀光景點有哪些地方值得效法，有哪些地方需要改進。研究對象以去過臺南市神農文創市集、藍晒圖文創園區、正興街與國華街三景點之受訪遊客為研究對象，本研究方式採用滾雪球式的自填式問卷調查法進行，2022年4月1日～2022年5月31日利用網路發出474份問卷，回收468份有效問卷，有效問卷率為98.73%。研究結果如下：受訪遊客對文化創意產業認知以「文化創意產業的基本內涵」、「文化創意產業的類別」是清楚，但對「文化創意產業的特徵」則容易和服務業的特徵混淆。受訪遊客對神農文創市集的主要觀光動機為「欣賞南部舊式建築特色」、「可以逛街」、「能放鬆心情」、「能體驗臺灣在地文化」；其主要觀光阻礙為「交通停車不便」、「觀光客太多過於擁擠」、「很難找到廁所」、「文創商品價格高昂」。受訪遊客對藍晒圖文創園區主要觀光動機為「可以瞭解現代人的創意與巧思」、「可以去拍網美照」、「能放鬆心情」、「有許多活動可以參與」；其主要觀光阻礙為「交通停車不便」、「文創商品價格高昂」、「觀光客太多過於擁擠」、「疫情傳染病的升溫」。受訪遊客對正興街與國華街主要觀光動機為「能品嘗臺南在地美食」、「可以逛街」、「能體驗臺灣在地文化」、「適合和朋友聚會」；其主要觀光阻礙為「觀光客太多過於擁擠」、「交通停車不便」、「疫情傳染病的升溫」、「很難找到廁所」受訪遊客對三個景點之觀光動機變項達顯著性的共有8個問項，分別是「能體驗臺灣在地文化」、「能品嘗臺南在地美食」、「欣賞南部舊式建築特色」、「可以去拍網美照」、「可以逛街」、「能培養自我的藝術氣息」、「可以瞭解現代人的創意與巧思」、「能放鬆心情」。受訪遊客對三個景點之觀光阻礙變項達顯著性的共有9個問項，分別是「觀光客太多過於擁擠」、「文創商品價格高昂」、「很難找到廁所」、「感受不到文創的藝文氣息」、「地方沒有善盡修繕維護」、「吃住類型的生活機能不好」、「交通停車不便」、「未支援行動支付」、「廁所不乾淨」。受訪遊客對神農文創市集之觀光動機與觀光阻礙互為顯著負相關。受訪遊客對藍晒圖文創園區之觀光動機與觀光阻礙無明顯相關。受訪遊客對正興街與國華街之觀光動機與觀光阻礙互為顯著負相關。建議未來欲發展文創景點的業者針對不同種類的文創景點，設計規劃更合宜現代遊客的觀光景點，最後就實證研究結果進行綜合討論，提出建議作為地方政府與業者對於遊客觀光之參考。 The purpose of this study was to explore the factors of tourism motivation and tourism barriers for Tainan's Cultural and Creative Cluster. By investigating the differences of tourism motivation and tourism barriers among three different types of cultural and creative sceneries, the study aims to understand what aspects of successful cultural and creative attractions were worthy of emulation and what aspects need improvement. The research objects were interviewed tourists who visited Tainan's Shennong Cultural and Creative Market, Blueprint Cultural & Creative Park, Zhengxing Street and Guohua Street clusters. The snowball self-administered questionnaire was used to collect 474 online questionnaires from April 1, 2022 to May 31, 2022. The number of valid questionnaires was 468, the valid questionnaire rate was 98.73 %. The results of the study are as follows: The interviewed tourists had a clear understanding of the cognition for cultural and creative industry，those cognitions were "basic connotation of cultural and creative industries" and "types of cultural and creative industries", but they were easily confused with the characteristics of the service industry. The main tourism motivations for the Shennong Cultural and Creative Market were "to appreciate the characteristics of old southern architecture", "to go shopping", "to relax", and "to experience local Taiwanese culture" the main tourism barriers were "inconvenient traffic and parking", " too many tourists to overcrowd together ", " difficulty in finding toilets ", and "high prices of cultural and creative goods". The main tourism motivations for the Blueprint Cultural & Creative Park were "to understand the creativity and ingenuity of modern people", "to take beautiful photos for the internet", " to relax your mind ", and "to participate in many activities" the main tourism barriers were "inconvenient parking", "high prices of cultural and creative goods", " too many tourists to overcrowd together ", and " the rise of infectious diseases ". The main tourism motivations for Zhengxing Street and Guohua Street were " to taste the local cuisine of Tainan ", "to go shopping", "to experience local Taiwanese culture", and "to meet with friends" the main tourism barriers were " too many tourists to overcrowd together ", "inconvenient parking", " the rise of infectious diseases ", and " difficulty in finding toilets ". There were 8 items that the interviewed tourists had significant differences on the tourism motivation variables of the three scenic spots, namely, " to experience local Taiwanese culture ", "to taste the local cuisine of Tainan", " to appreciate the characteristics of old southern architecture ", " to take beautiful photos for the internet ", "to go shopping", "to cultivate your own artistic atmosphere", "to understand the creativity and ingenuity of modern people", "to relax your mind".There were 9 items that the interviewed tourists had significant differences on the tourism barrier variables of the three scenic spots, namely, "too many tourists to overcrowd together", "high prices of cultural and creative goods”, "difficulty in finding toilets", "lack of cultural and creative arts and culture" ,"lack of maintenance", " poor food and lodging of life function", "inconvenient parking," "lack of mobile payment" and "unclean toilets”. The tourism motivation and the tourism barrier of the Shen Nong Cultural and Creative Market were negatively correlated. There was no significant correlation between the tourism motivation and the tourism barrier of the Blueprint Cultural and Creative Park. In addition, the tourism motivation of Zhengxing Street and Guohua Street was negatively correlated with their tourism barriers. It is suggested that future developing of cultural and creative sceneries should focus on designing and planning more suitable for modern tourists according to different types of sceneries. Finally, a comprehensive discussion is made on the empirical research results, and suggestions are put forward as a reference for local governments and industry managers for tourists.
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