| Summary: | 碩士 === 育達科技大學 === 企業管理所 === 103 === The number of domestic tourists in Taiwan has increased in recent years. Among its many destinations, night markets are widely considered must-visit destinations. Fostering a favorable image among tourists for attractions such as tourist night markets is therefore an important task. This study utilized a survey questionnaire, and analyzed responses using statistical software to identify the major factors affecting the intention of domestic tourists to revisit a tourist night market. Average scores were high at 4.09, 4.30, and 4.53, respectively, for tourism image, customer satisfaction, and revisit willingness for tourist night markets. The highest ranked item was “Taiwan’s tourist night markets are very famous,” followed by “tourist night markets are a symbol of Taiwan,” while the three lowest ranked items, suggesting room for improvement, were “lack of public amenities,” “pedestrian unfriendliness,” and “lack of parking spaces.”
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