Green Tourism and Physical Environment Assessment Design

Abstract:

Night market is a unique business arena that always create a happening scene in TaiwanBesides providing a space for people to spend their leisure time and money, night market is also a place where the consuming-culture that can only be found in Taiwan.In fact, it fits the current consuming mode of our society, and yet it has become the main night activities for people. The purpose of this article is to investigate consumers impression and experience of visiting a night market, and for simplification, we only recruit the famous Tai-Chung FengJia Night Marketin this survey. A total of 150 questionnaires were distributed during the peak hours (1900~2300) of the night market every day. The survey has reflected the factors that affect consumers night market impression are environment, diversification, attractiveness, information, customer service, price, quality and convenience. Meanwhile, the survey has also divided the consumers of FengJiaNight Market into threedifferent clusters, namelyShopping-oriented, Brand-oriented and Leisure-oriented.

• Periodical: Advanced Materials Research (Volume 804)
• Pages: 193-199
• DOI: https://doi.org/10.4028/www.scientific.net/AMR.804.193
• Online since: September 2013
• Authors: Fei Shuo Hung, Chia Hung Lee
• Keywords: Experiential Marketing, Night Market, Night Market Experience

References

[1] Deguch, A., Ogura, I., Shiga, M: Regulation and Problems on Night Market and Street Stall in Taichung City -Study on Night Market and Street Stall in Taiwan(1), Journal of Asian Urban Studies, (2001).

[2] Deguchi, A., Matsuo, K., Ogura, I., Baba, T., Minami, H : Location and flexible Space Organization of Tan-Fan Market Areas in Taichung, Taiwan-Study on Night Market and Street Stall in Taiwan(3), (2001).

[3] Directorate General of Budget, Accounting and Statistics, Executive Yen, R.O.C. Key Economic and Social Indictors. (2004).

[4] Ogura, I., Masanori Shiga, Deguchi, A : Occupation by streets stalls and crowing on night market - Study on Night Market and Street Stall in Taiwan(2), Journal of Asian Urban Studies, (2001).

[5] Assael, H. (1984), Consumer Behavior and Marketing Action, Kent Publishing, Boston, MA.

[6] Bonn, M.A., Joseph, S.M. and Dai, M. (2005), International versus domestic visitors: an examination of destination image perceptions, Journal of Travel Research, Vol. 43, pp.294-301.

DOI: 10.1177/0047287504272033

[7] Embacher, J. and Buttle, F. (1989), A repertory grid analysis of Austria's image as a summervacation destination, Journal of Travel Research, Vol. 4, pp.3-7.

DOI: 10.1177/004728758902700302

[8] Fakeye, P.C. and Crompton, J.L. (1991), "Images differences between prospective, first-time.