| Summary: | 碩士 === 國立臺東大學 === 進修部暑期文化資源與休閒產業碩士專班 === 104 === The number of international tourists to visit Taiwan increase year by year. And it’s about 70 percent of foreign tourists who has been the tourism night market when they visit Taiwan. Obviously, tourism night market has become the famous traveling spot in Taiwan. Then the other 30 percent of foreign tourists made their decisions to visit Taiwan by internet information and the electronic word-to-mouth is very important for international tourists. This study is to discuss the electronic word-to-mouth of tourism night market in north, east and south Taiwan, to understand the difference of Taiwan tourism night market satisfaction and revisiting willingness by the international tourists whom from different areas and the influence between satisfaction and revisiting willingness. The data were collected from 2011 to 2015 about international tourist electronic word-to-mouth at the Tripadvisor website, based on literature exploration, the emotional dimensions of internet emotional indicators were analyzed and converted to emotional scores. Understanding the satisfaction and revisiting willingness of international tourists by emotional scores. To study the satisfaction an revisiting willingness of Taiwan tourism night market from international tourists by descriptive statistics, one-way ANOVA and multiple regression analysis. The results as the follows: international tourists who from different areas have significant difference about the satisfaction and revisiting willingness of Taiwan tourism night market. And the satisfaction has good explanatory power for revisiting willingness. Based on the results, this study can provide some references for tourism night market operators and managers.
|
|---|
