The Effect of the Visitor’s Consumption Experience and Tourism Image on Tourist Satisfaction and Revisit Intention of Taiwan’s Night Markets

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.