| Summary: | 碩士 === 國立臺灣師範大學 === 運動與休閒管理研究所 === 94 === The purpose of this study was to investigate recreational attraction, visitors’ satisfaction and loyalty of night markets in Tainan City. By semi-structured interview with five night market managers to understand geographical features, operations, consumer potential and assistant strategies of night markets in Tainan City.
Furthermore, ITPS model was used to investigate recreational attraction. The research population was the night market visitors in Tainan City. Distributing 600 questionnaires and 554 questionnaires were valid. The valid rate was 95.03%. The data was analyzed by descriptive statistical analysis, t-test, one-way ANOVA, Pearson’s correlation coefficients, regression analysis. The major research results are summarized as follows.
1. Night markets in Tainan City are all open-air and located on the square. Vendors in night markets can be classified to nosh, commodities, and amusements. All night markets in Tainan City are not open every night, and operated by non-governmental figures. Each night market in Tainan City was characterized by the quality and quantity of vendors.
2. “Age”, “marital status”, “education” and “occupation” demographic variables significantly affected recreational attraction of night markets in Tainan City.
3. “Traffic time”, “companies”, “frequency”, “duration”, and “the amount of consuming” consumer behavior variables significantly affected recreational attraction of night markets in Tainan City.
4. There was significant correlation between recreational attraction and visitors’ satisfaction.
5. There was significant correlation between recreational attraction and visitors’ loyalty.
6. There was significant correlation between visitors’ satisfaction and visitors’ loyalty.
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