小吃呈現濃厚的地方性色彩，是遊客深入認識一個地區的最佳媒介。由於近幾年台南市政府大力推銷小吃以建立台南意象，因此本研究嘗試探討遊客實際品嚐台南小吃後所產生的意象，並了解透過小吃所形成的意象是否讓遊客更用心瞭解台南，進而對台南產生情感上的認同與依賴。 基此目的，本研究建立研究架構與假設，在台南三大小吃聚集之觀光景點，針對到台南之觀光客進行現地問卷調查，共回收406份有效問卷，再利用結構方程式分析資料，驗證各變項間之影響關係。結果發現，受測者對台南小吃之認知意象與情感意象均顯著影響其用心體驗與地方依戀，這說明小吃的確是推銷地區形象的重要行銷工具，同時也讓遊客深入了解地區特性，並建立地方情感的強力媒介。最後，本研究依其研究結果，提出相關的建議與未來研究方向，以提供產、官、學各界參考。 Local food shows deeply local characteristics and is the best medium for tourists to know one place further. Recently, due to the promotion of Tainan city government for local food to build up Tainan’s images, this study explores tourist’s images after they ate local food and realize that whether tourists would know Tainan better through the images of local food even identify themselves with Tainan emotionally and depend on it. Based on this purpose, this study builds up the research framework and hypotheses. Questionnaires were given in the main three tourism spots for local food in Tainan. A total of 406 questionnaires are valid and Structural Equation Modeling is used to analyze data to verify the relation among variables.Results showed that identification images and emotional images for local food in Tainan significantly influenced their experience and place attachments. This explains that local food are essential marketing tools for promoting local images and are strong medium which can build up local affections. Simultaneously, tourists can know local characteristics further. Finally, suggestions and research directions in the future are given according to the result of this study which can be referred to industries, the government and scholars.
