The Study on Tourism Image, Travel Experience, and Travel Post-Purchase Behavior of International Tourists for Taiwan Tourism Night Market

• Main Authors: Ying-Lun Su, 蘇影倫
• Other Authors: Tzu-Ching Chang
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/exmhx6

碩士 === 銘傳大學 === 觀光研究所碩士班 === 94 === A Tourism Night Market is a unique scenic spot with different functions including eating, shopping, sightseeing, entertainment, recreation and so forth in eastern-south Asia. It is also considered as a gathering place/street that reflects local culture and native custom and provides visitors/tourists the experience of authentic local culture and recreation/entertainment. In order to attract international tourists to visit Taiwan, Ministry of Transportation and Communications proposed a program –“Challenge 2008 National Development Plan” with a Doubling Tourist Arrivals Plan to develop main and secondary visitor source markets, make optimum use of the promotional capabilities of government offices overseas, and vigorously enhance Taiwan’s new tourism image and effectively attract international tourist visitors to Taiwan. The purposes of this study are: 1) to explore the influence of international tourists’ social-economic characteristics, information sources, and travel characterisitcs on their induced images and complex images before/after traveling in Tourism Night Market; 2) to compare the differences on international tourists’ induced image and complex image towards Tourism Night Market within before and after visiting Tourism Night Market; 3) furthermore, to explore the relationships among complex image and travel post-purchase behavior. A three-paged structural questionnaire with four language versions (Japanese, Chinese, English, and Korean) was designed to collect information from international tourists during their visits in Huaxi St. and Shihlin Tourism Night Market. According to the result, Japanese tourists had the most negative image on environment amenities of Taiwan Tourism Night Market whether they visited or not; Chinese tourists had the most positive images on local cuisine and price of Taiwan Tourism Night Market; American/European tourists had the worst image on local culture of Taiwan Tourism Night Market after their visits than before, and Korean tourists also had the worst images on souvenir and safety of Taiwan Tourism Night Market after their visits.