Green Tourism and Physical Environment Assessment Design

Abstract

Night market is a unique business arena that always create a happening scene in TaiwanBesides providing a space for people to spend their leisure time and money, night market is also a place where the consuming-culture that can only be found in Taiwan.In fact, it fits the current consuming mode of our society, and yet it has become the main night activities for people. The purpose of this article is to investigate consumers impression and experience of visiting a night market, and for simplification, we only recruit the famous Tai-Chung FengJia Night Marketin this survey. A total of 150 questionnaires were distributed during the peak hours (1900~2300) of the night market every day. The survey has reflected the factors that affect consumers night market impression are environment, diversification, attractiveness, information, customer service, price, quality and convenience. Meanwhile, the survey has also divided the consumers of FengJiaNight Market into threedifferent clusters, namelyShopping-oriented, Brand-oriented and Leisure-oriented.