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    题名: 觀光夜市營運關鍵成功因素之研究－以嘉義市嘉樂福觀光夜市為例
    其它题名: A Study on The Key Success Factors of Tourism Night Market--A Case Study of Carrefour Tourism Night Market
    作者: 陳如媚
    CHEN, JU-MEI
    貢獻者: 旅遊管理學系旅遊管理碩士班
    李謀監
    LEE, MOU-CHIEN
    关键词: 觀光夜市;關鍵成功因素;分析層級程序法
    Tourism Night Market;Key Success Factors (KSF);Analytic Hierarchy Process
    日期: 2017
    上传时间: 2017-12-08 11:38:11 (UTC+8)
    摘要: 　　觀光夜市是政府力推的觀光項目之一，是國人重要的遊憩資源，除了生活的基本消費外，兼顧了休閒和文化保留的特色，吸引國際觀光客來台。然而夜市常給人髒亂、不衛生等負面意象；而嘉義市嘉樂福觀光夜市經過政府輔導與業者規劃，配合當地特色已成為一個重要的觀光據點。有鑒於國內夜市轉型為觀光夜市之需，因此本研究以觀光夜市營運關鍵成功因素為研究主題。　　本研究運用修正式德爾菲法(Modified Delphi Method)經由群體腦力激盪,歸納出「自治會組織與管理」、「美食觀光」、「購物樂趣」、「基礎建設」、「遊憩休閒」等五大主準則與二十二項次準則，建立觀光夜市關鍵成功因素,運用分析層級程序法（Analytic Hierarchy Process，AHP）進行分析。結果顯示,在主準則部分,專家認為「美食觀光」最為重要,其次依序為「自治會組織與管理」、「購物樂趣」、「基礎建設」、「遊憩休閒」。次準則之整體排序以「口感美味」為最重要,其次重要性依序為「安全衛生」、「停車方便」、「價格合理」、「多種選擇」、「環境整潔」與「廣告企劃」。透過專家訪談與實證分析後所得之權重結果，本研究彙整建立觀光夜市結合遊憩、休閒、觀光之重要營運關鍵成功因素,其結論與建議 ,可提供政府、業者研擬經營策略之參考。
    　　The government has put much effort in promoting the tourism night market, which is considered as a crucial resource attracting tourists from home and abroad. The night market not only serves the need of daily-life consumption, but also fulfills the function of recreation and cultural preservation. However, the night market often comes with a negative impression of being messy and not hygienic. With support from the public sector and careful planning of the managing organization, the Carrefour Tourism Night Market at Chia-yi City has already become a prominent tourist attraction with local features. As the need of transforming into tourism night market is constantly growing among Taiwan's various night markets, this research project focuses on the key success factors(KSF) in the operation of the tourism night market.　　This thesis adopts the Modified Delphi Method: after the collective brainstorming process, the five major principles-‘self-governing organization and management’, ‘cuisine and tourism’, ‘fun of shopping’, ‘infrastructure’, and ‘recreation’, together with twenty-two sub principles. As the key success factors in the tourism night market operation are established, they are further analyzed by the Analytic Hierarchy Process(AHP). The results show that the experts consider ‘cuisine and tourism’ as the most important among the major principles, followed by ‘self-governing organization and management’, ‘fun of shopping’, ‘infrastructure', and ‘entertainment and recreation'. The overall ranks show that ‘tastiness' is the most prominent factor, followed in importance by ‘safety and hygiene’, ‘parking convenience’, ‘reasonable price’, ‘diverse choices’, ‘tidiness of environment’ and ‘advertising program’.　　Based on the weighted result through expert interviews and empirical analysis, this research has established the key success factors in the tourism night market operation combining entertainment, recreation, and tourism. It is hoped that its conclusion and suggestion could offer some thoughts for the government and entrepreneurs when forming their future strategy.
    显示于类别:[旅遊管理學系(旅遊管理碩士班)] 博碩士論文-旅遊管理碩士班

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