Association in Destination Image, Crowding Perception, Emotional Experiences, Satisfaction and Revising Willingness-A Study of the Comparison with Different Types of Night Market

• Main Authors: Wei-Ru Chen, 陳維茹
• Other Authors: Po-Ju Chang
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/94668515498808871860

碩士 === 國立中興大學 === 景觀與遊憩碩士學位學程 === 105 === Night market is the Taiwanese local cultural characteristic. Not only people love to visit the night market, there are many foreign tourists to Taiwan will travel to the night market to experience the culture of Taiwan night market.According to the type of spatial distribution, night markets can be classified according to the spatial distribution, but also in accordance with the night market development model to classify different classification methods.Previous studies have found differences in perceived crowding and destination images in different spaces (Liu, 2014). Crowding perception is often related to negative effects (Tsai, Tsai & Chuo, 2012). Most previous studies have shown that high crowding perception leads to negative emotions. Negative emotions affect satisfaction negatively, and thus affects willingness negatively. Night market is a high-density built environment. In the past, most of the research sites on crowded perception were in the natural environment. In the current study, I want to know the difference between different spatial patterns in high density space, such as night market. Do crowded perceptions create negative emotions for emotional experiences? The questionnaire is a structured. I used a convenience sampling. I choose street night market in Taichung Feng Chian Night Market. And I choose square night market in Tainan Garden Night Market. Research objects are tourists and nearby residents. There were 619 valid questionnaires.The effective rate is about 78.65%. Structural equation model analysis found that: Destination image positive impact emotional experiences and revising willingness; destination image no effect crowding perception; crowding perception negative impact emotional experiences; crowding perception no effect revising willingness; emotional experiences positive impact satisfaction; and satisfaction positive impact revising willingness in in Garden night market.Destination image positive impact emotional experiences and revising willingness; destination image no effect crowding perception; crowding perception no effect emotional experiences and revising willingness; emotional experiences positive impact satisfaction; and satisfaction positive impact revising willingness in Feng Chia night market.Research result shows that tourists in different types of night market are same with association in destination image, crowding perception, emotional experiences, satisfaction and revising willingness from multi-group analysis. It means that it’s no difference, so the assumption unsupported. The results of this study are different from those of the natural environment, and different types of space are also different from the previous studies. In this study, structured questionnaire can not be used to understand the reasons why, so it is suggested that the future research can provide in-depth interviews to understand the perceptions and attitudes of nighttime crowds and emotional experiences. Suggested future research can be more relevant to the night market and fewer visitors to the night market to do a comprehensive in-depth case study, a complete understanding of the reasons. Structural equation model analysis found that the square-style night market and street-style night market crowded perception of emotional experience is different. Future government agencies in the planning of the night market, taking into account the space form for the crowded perception of the situation, as well as crowded perception of the emotional considerations for tourists, so that the night market visitors have a good experience.