台灣從北到南有諸多的老街，充滿歷史風情的街景與建築物，搭配特色在地美食，為地方創造非常大的觀光產值。台南安平老街深具歷史文化意義，是觀光客到台南必去的景點之一，其古蹟建築、劍獅文化信仰所營造出的商圈文化意象是否為影響觀光客消費及重遊意願的因素即為本研究的動機。研究模式為以文化觀光體驗價值與重遊意願做為研究構面的基礎，實證對象為實際到訪過安平老街區進行觀光體驗之遊客。實證結果，遊客認為本區最需改善之問題，以停車不易、公廁難找、攤商店家同質性過高為最嚴重。在多元迴歸分析中，安平老街區文化觀光體驗價值中，遊客對於消費者投資報酬、美感、趣味性、文化嘗新性之認同度，皆對重遊意願產生明顯的影響力。而在服務優越性構面，除了對老街區重遊意願未達顯著影響外，其於遊客滿意度認同之描述性統計，亦是認同度最低之構面，即顯示在遊客是否認同安平老街區的公共設施完善程度及整體環境的整潔程度。研究結論，得提供相關單位文化觀光發展策略參考，及在地業者服務品質提升的依據。 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.
