本研究透過旅遊專家對旅遊目的地意象及旅遊價值間構成元素間的訪談，編製因果關係矩陣，利用詮釋結構模型來分析遊客對台南巷弄的旅遊意象及體驗價值，建立要素間的脈絡關係圖。本研究得到的結果如下：十大構面的因果矩陣圖中，分為三個層級，第一層級為老屋新亮點、流行文化、復古文化和景物歷史，第二層級為傳統小吃，第三層級為體驗價值。第一層構面-復古文化對第二層構面-傳統小吃會有影響，而第二層構面-傳統小吃會對第三層構面體驗價值有影響。而在同一層構面間也會對彼此互有影響，如老屋新亮點和復古文化是互相有影響，流行文化和復古文化也是互有影響，流行文化和景物歷史也是互有影響，而遊客對老屋的住宿佇足有會對流行文化有影響，遊客在復古文化後也會對景物歷史有所了解而更深入認識台南在地景物歷史等。本研究建議可透過以下方式：(1)提高網路口碑；(2)台南市政府行政力的注入，以提升遊客對台南巷弄文化的體驗價值。 In this study, interviews with elements of travel destination imagery and tourism value are made by tourism specialists, and a matrix of causal relations is compiled. The Interpretive Structural Modeling is used to analyze tourist image and experiential value of tourists in Tainan Lane, and to establish the relationships among tourism elements.The results obtained in this study are as follows: The causal matrix of the top ten dimensions is divided into three levels. The first level is the new light spot of old houses, popular culture, retro culture and the history of the scenery. The second level is traditional snacks. The third level is the experience value. The first level-retro culture has an impact on the second level-the traditional snacks, while the second level-the traditional snack will have an impact on the third level experience value. In the same level of inter-structure will also affect each other , such as the old house new highlights and retro culture are mutually influential, pop culture and retro culture are mutually influential, pop culture and the history of the scenery are mutually influential, and tourists Staying in the old houses can have an impact on the popular culture. Tourists also know about the history of the scenery after the retro culture and know more about the history of the scenery in Tainan.This study suggests that: (1) to improve the reputation of the Internet; (2) the administration of the Tainan City Government to enhance tourists' experience of the culture of Tainan alley.
