本文旨在探討臺南市安平區安平路零售商店街在空間功能與意義上的轉變。與過去消費空間與零售地理研究最大不同的是，本文企圖從Shields的「社會空間化」觀念為切入點，在文化觀光與古蹟旅遊風潮下，探討商店街發生空間轉型的現象，並進行調查分析與解釋。安平路零售商店街位於臺灣臺南市的安平區，距離臺南市的中心商業區約6公里，目前是整個安平區最重要的商圈，而且近年來由於它的歷史古蹟、傳統小吃、地方特產與文化觀光而聞名全臺南市乃至全國，吸引臺南市、臺灣其他縣市以及國際的觀光客前來觀光與消費。安平路零售商店街作為一個綜合購物、旅遊、休閒、文化活動、社區生活等多元化活動於一身的公共空間，確實轉移了臺南市其他商業區消費者的注意力，而呈現出區域性商業活動與資本在臺灣的經濟邊緣地區所發生的社會空間化現象。在本文中，我們將闡明安平路零售商店街的歷史地位的變遷、大眾旅遊與休閒地景的形成條件與特徵、作為一個消費場所的想像地理、以及將街道視為是文化觀光與空間隱喻的地方等層面的現象。基於Lefebvre的觀點，像這樣的商店街空間的創造，即是「再現的空間」，同時根據Benjamin的「氛圍」與「嘉年華會」的分析方法，針對近年來公部門在商店街進行所謂「理性工具」的施為與策略提出批評，結果發現消費者往往會基於自己的逛選目的，而對於政府的策略做出回應。因此，我們主張，欲分析與解釋安平路零售商店街空間轉變的現象，不但需要安平區與臺南市消費活動之地方性文化地理的評估，而且也需要當今後現代消費的觀念才行。

The purpose of this paper is to explore the transformations of spatial functions and meanings on Anping Road Retail Shopping Street in Anping District, Tinan City. Unlike previous studies, this paper explains the spatial changes of the shopping street according to Shield’s “social spatialization” concept. Anping Road Retail Shopping Street, situated in the Anping District and far from the C.B.D of Tainan City in Taiwan, is the most important commercial center in Anping famous for its traditional local snacks, unique products, and cultural tourism . It attracts tourists and shoppers from all over Tainan City and other places of Taiwan as well as international tourists. As a public space with multiple activities (e.g., shopping, tourism, recreation, cultural activities, and community life), it has shifted consumers’ attention from other urban commercial areas of Tainan City. It demonstrates how local commercial activities and capital can affect local social spatialization at a place in an economic peripheral region in Taiwan. Anping Road Retail Shopping Street illustrates the changes that have taken place in a historical street characterized by mass tourism and leisure landscape, giving rise to an imaginary geography of the site of consumption marked by cultural tourism and impregnate with spatial metaphors. To draw on Lefebvre, the space so created in this shopping street amounts to a “space of representation”. Building upon the analysis of “aura” and “carnival” by Benjamin, a critical perspective from which to evaluate recent strategies of‘rational instrument’by public sectors on a shopping street, the outcome leads to a view which pays close attention to users’ reactions to government’s strategies through redesigning the shopping street for their own purposes. Therefore, to appreciates fully the phenomenon of Anping Road Retail Shopping Street requires an evaluation of not only the local cultural geography of consumption of Anping and Tainan City, but also of some concepts of postmodern consumption today.