行動導覽系統以往多運用於博物館、展覽館等封閉空間，網際網路的興起，使得行動應用成為趨勢，也將催化行動導覽系統走出室內。地方文化經由人類與時間的演進，形成某種意義價值；如何透過行動導覽科技增強文化價值的傳播，活絡產業經濟，延長地方文化產業的生命週期，使「文化－科技」能發揮其綜效。

　　本研究第一階段採取探索性研究，說明地方文化產業與行動導覽系統的觀念性架構，並以科技接受模式為研究模式、地方文化產業所衍生的地方文化價值與消費資訊價值作為行動導覽系統媒體豐富度之外部變項。第二階段使用實證性、定量研究方法，來研析安平文化園區遊客對行動導覽系統應用於地方文化產業之行為意圖的影響因素。本研究實地到訪個案地點蒐集受測問卷資料共170份、曾經到過個案地點旅遊之受測者進行問卷資料回收共80份，總發放數250份，回收期間二個月，有效問卷共226份。

　　研究發現旅遊消費者從傳統到達目的地才接收資訊，發展到現今的旅遊前先蒐集旅遊資訊，未來會是旅遊中即時接收旅遊資訊。本研究認為地方文化產業發展應具備地方文化價值與地方消費價值。研究顯示，地方文化價值與地方消費價值會強化使用行動導覽系統的行為意圖；意謂著行動導覽系統能強化旅遊消費者的旅遊樂趣，降低搜尋成本。遊客服務中心的資訊被視為一種保健因子，行動導覽系統傳遞之訊息為旅遊消費者主動接收，在行銷與旅遊滿意上有不同的激勵。

Mobile Guide System has usually applied to enclosed spaces such as museums or exposition halls, but the prosperity of internet has made mobile application a trend. Then how it could be possible to make good use of mobile guide system in order to strengthen the dispersion of culture values, vibrate industrial economy and extend the life span of local culture industries so that culture and technology can develop mutual effects.
The first stage of this research adopts discovery research to explain the concep-tual framework of local culture industries and mobile guide system and also uses Technology Acceptance Model(TAM) for research while the extended local culture value and consuming information values act as external factors to mobile guide sys-tem’s Media Richness Theory(MRT). The second stage uses positive and qualitative research method to analyze the affecting factors to behavior intention of tourists from Anping Harbor National Historical Park about the mobile guide system applying to local culture industries. The total research tests are 250 copies and the effective tests are 226 copies.
The research discovers that tourists have evolved from traditionally receiving information after arriving at the destination to collecting travling information beforehand. In the future, tourists would immediately receive information during traveling. This research considers that the development of local culture industries should acquire local culture values and local consuming values, which would strengthen the behavior intention of using mobile guide system. This discovery points out that mobile guide system can enhance the traveling happiness of tourists and lower searching cost. The information from tourist centers would be considered as one kind of hygiene factors and the messages passed from mobile guide system could be actively received by tourists to form different motivation in travel marketing and satisfaction.

目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 4
第四節 研究範圍 6
第二章 文獻探討 7
第一節 地方文化產業價值意涵 7
第二節 行動導覽系統意涵 15
第三節 科技接受模式 19
第四節 媒體豐富度 26
第三章 台南安平港國家歷史風景區分析 28
第一節 安平港國家歷史風景區背景 28
第二節 安平港國家歷史風景區發展現況與定位 42
第四章 研究設計 55
第一節 研究架構與模式 55
第二節 研究方法 56
第三節 問卷設計與研究對象 63
第四節 資料蒐集與分析方法 66
第五章 資料分析 69
第一節 樣本結構分析 69
第二節 整體結構模式配適度之分析 73
第三節 科技接受模式分析與假設檢定 78
第四節 研究發現 82
第六章 結論與建議 85
第一節 結論 85
第二節 建議 87
第三節 管理意涵 88
參考文獻 89
　中文部份 89
　英文部份 90
　網路部份 97
附錄一、行動導覽系統問卷 98

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