| Summary: | 碩士 === 世新大學 === 企業管理研究所(含碩專班) === 102 === Due to the unique circumstances of geography and history, people bring different cultural characteristics together, creating a different flavor snack culture prevalent in Taiwan. Government has been actively promoting tourism industry in recent years, and Taiwan Night Market Culture has become a hot current mainstream of tourism marketing. Night Market Culture is often close to the people’s lives. To experience the features of localization, popularity, and hometown roots, Taiwan Night Market is really one must-be-taken schedule of in-depth travel and local cultural characteristics in the trip. The purpose of this study is to understand the relevance between night market food and tourists perceived values, and thus provide for future planning and marketing of the night market basis. Take Taipei Jingmei Night Market for example, a wide range of qualitative interviews and in-depth discussions are used to find the association between the night market culinary experience and perceived values, then providing current food culture reports of Jingmei Night Market reports. We can be aware of the strengths and weaknesses, hoping to provide the Authorities overall planning for future reference and marketing strategies.
The results found that visitors experiencing the culinary offerings at Jingmei Night Market emphasize the price and the value of food. They consider “low price and high quality in night market” to be a major factor of coming again. For the food sensory
experience, they consider the emotional values of taste and vision can lead to consumers’ desires and moving. Tasting night market cuisine is also an emotional exchanging process among the friends and family. The food topic not only creates the emotional experience of tourists, but leads to the emotional interaction. Visitors pay attention to the convenience of public transportation, and they are willing to go night market visiting because of the low transit cost. Tasting night market cuisine has become one purpose of visiting night market, and an important part of experiencing Taiwan's food culture. It also makes people think and recognize that "Tasting night market cuisine," forms an impact on the social main values. The study also found that visitors still have the stereotypes of the environment and food quality in night market, which relatively correspond to low-standard requirements, and they pay for less attention on the quality value.
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