Abstract
The study mainly explores the effect of the visitor’s consumption and tourism image on their satisfaction and revisit intention to Taiwan’s night markets, to analyze the relationship among tourism image, recreational benefits, tourist satisfaction and revisit intention, targeting tourists who paid a visit to night market as samples with 586 questionnaires returned in total. The research outcomes have indicated that: tourism image of night markets reports a positive effect on tourist satisfaction significantly; therefore a positive effect of tourist satisfaction on revisit intention significantly is supported.
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This article is distributed under the terms of the Creative Commons Attribution License which permits any use, distribution, and reproduction in any medium, provided the original author(s) and the source are credited.
H. J. Chou is an Associate Professor in the Department of Business Administration at Cheng Shiu University, Kaohsiung, Taiwan. She earned her Ph.D. in Management, with a specialization in Marketing at the National Yunlin University of Science & Technology, Taiwan in 2008. Research interests include marketing strategy, service management, hospital management, strategic management, and consumer behavior. Dr. Chou has published in the Social Behavior and Personality, the Journal of American Academy of Business, Cambridge, and the Journal of Human Resource and Adult Learning.
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Chou, HJ. The Effect of the Visitor’s Consumption Experience and Tourism Image on Tourist Satisfaction and Revisit Intention of Taiwan’s Night Markets. GSTF J Bus Rev 3, 6 (2013). https://doi.org/10.7603/s40706-013-0006-2
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DOI: https://doi.org/10.7603/s40706-013-0006-2