In recent years, Taiwan’s night markets have gradually become one of the tourist attractions for foreign visitors who come to Taiwan for sightseeing. In addition to offering local delicacies, night markets also combine the travel elements of strolling around, shopping, entertainment, and leisure.
Different night markets have their different culture. Night markets are not only a good place for leisure, and socializing, but also a good tool to promote Taiwan’s sightseeing and earning foreign exchange. This research mainly explores foreign tourists’ impressions, and how that affects their level of satisfaction, willingness to revisit and recommend. It uses Shilin Night Market after it was rebuilt in 2011 as a case study. This research also looks at the different backgrounds and travel characteristics of the tourists to see it we can provide government authorities with suggestions for improving the management and quality of night markets.
Using the theory of tourism impressions, and a questionnaire style of investigation, we used purposive sampling and random sampling methods to distribute sampling questionnaires to tourists. By using SPSS software for reliability analysis, descriptive statistics, analysis of variance, Pearson correlation and regression analysis, the results from our research shows:
First, people with different characteristics have slightly differences in tourists’ impressions, level of satisfaction and willingness to revisit and recommend.
Second, people with different travel purposes have slightly differences in tourists’ impressions, level of satisfaction and willingness to revisit and recommend.
Third, the visitors to Taiwan most applauded Shilin Night Market for its variety of products, followed by its unique food.
Fourth, the visitors least agreed with the statement that Shilin Night Market’s environment is clean.
Fifth, there are positive correlations between tourists’ impressions, and level of satisfaction and willingness to revisit and recommend.
Sixth, the better the tourist impression on goods and environment, the level of satisfaction, the likelihood to revisit, and the willingness to recommend the night market to others are higher.