| Summary: | 碩士 === 中國文化大學 === 觀光事業學系 === 101 === Shihlin night market is one of Taiwan's most famous night markets, is foreign tourists coming to Taiwan a must-visit attractions. In recent years, Taiwan's travel industry because of semi-independent travel that the increasing of China tourists always arrange for this attraction. The empirical research indicates that consumer classify hardware facilities of the environment space as well as situational case before purchase decision making, and affect the value and the overall of the consumption process.
The purpose of this research was to discuss the relationship among the service-scape, situational attractiveness, satisfaction, revisiting willingness among those tourists from China to Shilin night market. Research questionnaire was designed based on literature review. The items first checked through expert validity from scholars, night market industry executives, and consumers who would recommend modifying or deleting questionnaire items. SPSS (v19.0)was used for data analysis including: descriptive statistics, reliability analysis, item analysis and regression analysis. Survey questionnaires were distributed to Shilin night market. A questionnaire survey was applied in this study and held from May 15 to 20 in 2013.There were three hundred questionnaires distributed to all three night stalls and 274 questionnaires were valid; the usable rate were 94%.
The findings indicated that China tourists are impressed with the service-scape of the Shilin night market, and the good transport system of the night market is most satisfied. Service-space and the situational attractiveness are positively affect satisfaction and revisiting willingness, via regression analysis showed that among the four variables has a significant causal relationship.The findings of this study should be provided government organizations with planning the policy not only the night market environment issues but also the method of improvements of the active situational region.
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