A Relationship Study of Tourist’s Image, Satisfaction and Post-Touring Behavior Intention of Tourism Night Market in Kaohsiung City

• Main Authors: Jia-Hua Wu, 吳佳華
• Other Authors: Ming-Yuan Wang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/47892656203611782195

碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理系 === 97 === Hospitality business brings enormous income of foreign exchange restrictions for our country each other. In 2008,Tourism Bureau, Republic of China (Taiwan)published a survey “Tourists’ motivation and tendency to Taiwan in 2009”appeared that the foreigners love to travel in Taiwan increasingly. No matter how the tourists select the tourist attractions in Taiwan, the first choice is the night market. Kaohsiung City Government not only makes a great effort to maintain every original tourism resource, but upgrades the new business opportunities of night tour in Kaohsiung city. Also, it combines 2009 Word Games to stress Kaohsiung’s local characteristics, to display Taiwan style, and to create new images for tourist. To produce the tourism appeal in Kaohsiung city is the main purpose which develops world-class tourist attraction and appeals the foreigners to travel in Taiwan. This purpose was to study the relationship among the night market, visitor’s satisfaction and post-touring behavior in Kaohsiung City. In order to facilitate the sampling, the instruments for study contained night market image scale, satisfaction scale, post-touring behavior scale, touring traits and personal datum. Meanwhile, the descriptive statistic, t-test, one-way ANOVA, Pearson correlations, multiple regression and hierarchical regression were conducted to test the relationship based upon different clusters and backgrounds of tourists. These results clearly showed that: 1.In addition to the conspicuous variation, high correlation and commutative affected simultaneously exited in night market images, satisfaction and post-touring behavior. 2.Night market images is able to be forecasted by and is positively correalated with satisfaction and post-touring behavior. According to the result of study, it could be a suggestion to related organization that it is the groundwork for tourism industry to hold the voting activities, to pay attention to maintain environment in night market, to reserve traditional cultures, to enhance the advantages, and to keep the abundant humanism capital. Besides, the result will be considered as the reference for night market related organizations and government departments to create images and to draft marketing strategies.