Eating, Playing and Touring at Tourist Night Markets: Operationalizing the Construct of Atmosphere from Food Tourists’ Perspective

• Main Authors: KOK-LIM, NGAN, 顏國林
• Other Authors: JO-HUI,LIN
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/gxrg4m

碩士 === 國立嘉義大學 === 行銷與觀光管理學系研究所 === 103 === This study reports the findings of an investigation into the atmosphere in tourist night market from food tourists’ perspective. Experiencing this special atmosphere represents an essential part of the total services provided by the vendors and management units of tourist night markets. First step of this research was thus to define tourist night market’s atmosphere as a theoretical construct, drawing on theories from environmental psychology and referring a theoretical conceptualization of sport stadium atmosphere. Then, researcher analyses affective responses reflected on food tourists’ through tourist night market atmosphere. Literature review and participation observation were conducted to understand the phenomenon. Next, qualitative interviews were conducted with a total of 14 local and international food tourists based on the purposive sampling method and were analyzed by the content analysis approach. As a result, 6 constructs for tourist night market atmosphere (i.e., local food and beverage, shopping and services, vendors, environment, social and lively atmosphere) and 3 affective responses (pleasure, excitement and comfort) were identify as tourist night market atmospheres. The results indicated that various physical and social aspects are constituent elements of tourist night market atmospheres, followed by affective responses reflected on food tourists’. In addition to our findings, the constructs developed in this study represent a useful tool for future research on tourist night market atmosphere.