Title page for etd-0602113-214516


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URN etd-0602113-214516
Author Li-Ting Wen
Author's Email Address No Public.
Statistics This thesis had been viewed 5582 times. Download 491 times.
Department Business Management
Year 2012
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A Study of Mainland Tourists’ Satisfaction toward Liouhe Tourist Night Market
Date of Defense 2013-06-15
Page Count 92
Keyword
  • culinary tourism
  • hospitality industry
  • customer satisfaction
  • mainland tourists
  • Liouhe Tourist Night Market
  • Abstract To promote one of Taiwan’s important tourism assets “night markets” and profit in a big way from the new travel opportunities of mainland China tourists, this study examines mainland tourists’ consumer characteristics, satisfaction, and the likelihood of revisiting and recommending Liouhe Tourist Night Market. The results show whether the marketing mix suits their needs, and provides suggestions for further improvement to raise the overall satisfaction. We expect to use Taiwan’s popular night market culture to attract more mainland tourists and increase the economic efficiency of tourism. The sample included 153 mainland tourists who stayed in Happy Garden Motel and had visited Liouhe Tourist Night Market. The questionnaires consists 30 questions of six dimensions including facility management, price, souvenirs and snacks, atmosphere, service quality and others. The study adopts a customer satisfaction measurement model to examine mainland tourists’ expectation and perceived performance, and analyse their revisit and recommendation intentions.The results show that most mainland tourists who visited Liouhe Tourist Night Market were around age 30 to 60, over 70% were married, and college or university education, and their occupation were business managers or employees with an annual salary of RMB $100,000 to $199,999. The perceived performance is lower than expectation, and it shows that the marketing mix of Liouhe Tourist Night Market didn’t satisfy their needs. Their feedback of customer satisfaction, revisit and recommendation intentions toward Liouhe Tourist Night Market were “neither agree nor disagree” and “somewhat agree.”
    Advisory Committee
  • Ping-Yang Liu - chair
  • Tsuang -Yi Kuo - co-chair
  • Tai-hwa Chow - advisor
  • Files
  • etd-0602113-214516.pdf
  • Indicate in-campus at 1 year and off-campus access at 5 year.
    Date of Submission 2013-07-02

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