The Study of Snack Purchasing Behavior and Foreign Tourists’ Eating Habits at Taiwanese Night Markets

Liao, Shu-Hsien; Hsiao, Pei-Yuan

doi:10.1007/978-981-287-661-4_27

Cited by 1 publication

(1 citation statement)

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“…Vendors and traders play a crucial role at night markets by providing food, goods, and services to consumers (Shin et al, 2019). Welcoming atmosphere of some night markets also influence tourist behavior, as their perception of the atmosphere significantly affects their satisfaction and intention to revisit (Liao & Hsiao, 2017). A friendly environment encourages tourists to spend more time exploring, leading to impulsive purchases due to the lively energy and abundance of options (Liang et al, 2021).…”

Section: Tourist Behavior In Night Marketsmentioning

confidence: 99%

Factors Affecting Tourists’ Satisfactions in Night Markets: A Study of Ton Tann Green Market in Khon Kaen, Thailand

Chaisaengpratheep

2023

CMUJASR

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This article utilizes confirmatory factor analysis through the JASP Program, as indicated by loading factors exceeding 0.5, to uncover key factors playing a significant role in the success of an esteemed night market, the Ton Tann Green Market, Khon Kaen, Thailand, including product, pricing, place, people, and facilities. Managing Cronbach’s alpha values at 0.7 ensures the reliability of collected data by assessing internal consistency and convergence. A variety of fit indices were also used to quantify the model’s suitability and ability to represent relationships between observed variables. An appropriate sample size of 305 respondents was determined and the collected data was statistically sound and capable of accurately validating the research findings. Respondents in this survey rated their satisfaction on a five-point Likert scale, revealing valuable information about tourist behavior. The findings are crucial for improving the night market. Tourists can benefit from harnessing these factors, especially younger demographics and tourists satisfied with place, people, price, and facilities. These findings provide crucial recommendations to both policymakers and entrepreneurs, ensuring that the market retains its relevance as a pillar of the Khon Kaen community while simultaneously upholding local traditions. Keywords: Factor analysis, satisfaction, night market, tourism, Khon Kaen.

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Section: Tourist Behavior In Night Marketsmentioning

confidence: 99%

Factors Affecting Tourists’ Satisfactions in Night Markets: A Study of Ton Tann Green Market in Khon Kaen, Thailand

Chaisaengpratheep

2023

CMUJASR

View full text Add to dashboard Cite

show abstract

The Study of Snack Purchasing Behavior and Foreign Tourists’ Eating Habits at Taiwanese Night Markets

Cited by 1 publication

References 3 publications

Factors Affecting Tourists’ Satisfactions in Night Markets: A Study of Ton Tann Green Market in Khon Kaen, Thailand

Factors Affecting Tourists’ Satisfactions in Night Markets: A Study of Ton Tann Green Market in Khon Kaen, Thailand

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