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頁籤選單縮合
題名 | The Application of Bilingual Menus and Vendors' Perceptions in the Night Markets of University Areas in Taiwan=臺灣夜市雙語菜單使用情形及商家知覺之研究:以大學地區夜市為例 |
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作者 | 柯宜中; 郭裕芯; | 書刊名 | 觀光旅遊研究學刊 |
卷期 | 8:2 2013.12[民102.12] |
頁次 | 頁37-58 |
分類號 | 483.8 |
關鍵詞 | 全球化; 語言態度; 跨文化溝通; 雙語菜單; Globalization; Language attitude; Intercultural communication; Bilingual menu; |
語文 | 英文(English) |
中文摘要 | 本研究探討雙語菜單在台灣夜市之使用,實地田野調查兩個大學夜市264間商家並訪談35位商家了解其對雙語菜單之看法。結果顯示33%師大夜市商家使用雙語菜單,逢甲夜市有18%;卡方檢驗發現賣傳統台灣小吃價位低於50元的路邊攤販,較不傾向使用雙語菜單,而賣異國食物且價位較高、有加入連鎖企業的店面小吃攤比較會使用雙語菜單(p<0.001)。大多數商家對雙語菜單持正面看法,且傳統小吃商家生意因此變好。由於英語在本地社會特殊的角色,對某些商家來說,雙語菜單可以減低他們和外國人溝通的焦慮感,但對其他商家,由於雙語菜單之指示性功能反而提高其焦慮感,因為雙語菜單會吸引更多外國觀光客。而雙語菜單有許多功用,除了主要的溝通之外,它還有象徵性、指示性、聚焦、及教育性功能,這反映出部分店家能有創意地利用英語這個全球資源來達成其目標。 |
英文摘要 | This study investigates the use of bilingual menus in two Taiwan's night markets (Shih-Ta and Feng-Chia) with a field survey recording their actual use and interviews with vendors on their perceptions. The field survey of 264 vendors shows that 33% vendors in Shih-Ta and 18% in Feng-Chia night market used bilingual menus. Chi-square analyses show that booth vendors of traditional Taiwanese food with price range below NT$50 were less likely to have bilingual menus while vendors selling foreign foods with higher price in chain store shop were more likely to use bilingual menus (p<0.001). The majority of interviewed vendors held a positive view on bilingual menus, which help the business of vendors of traditional food, but not those of foreign food. Bilingual menus may both relieve some vendors' pressure with its communication function and increase other vendors' anxiety with its indexical function when communicating with foreigners. The symbolic, indexical, attention-getting, and educational functions of bilingual menus illustrate the creative agency by vendors to utilize English as global resource in a glocal site. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。