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Night market experience andimage of temporary residents

and foreign visitorsSu-Hsin Lee

Graduate Institute of Landscape and Recreation, Feng-Chia University,Taichung, Taiwan and

University of Sydney, Sydney, Australia

Shu-Chen ChangGraduate Institute of Civil and Hydraulic Engineering, Feng-Chia University,

Taichung, Taiwan

Jing-Shoung HouNational Formosa University, Yunlin, Taiwan andDepartment of Landscape Architecture, Tung-Hai University,

Taichung, Taiwan, and

Chung-Hsien LinFeng-Chia University, Taichung, Taiwan

Abstract

Purpose The paper aims to differentiate the differences of both night market experience and imagebetween temporary residents and foreign visitors in Taiwan and to explore the relationship betweenexperience and image.

Design/methodology/approach Night market experiences comprise the dimensions of Schmittsexperiential marketing theory and night market image is analyzed by exploratory factor analysis. Thisresearch probes the socio-demographics differences of experience and image between temporaryresidents and foreign visitors. Canonical analysis explores the experience-image relationships.

Findings Some socio-demographics have relativity differences in night market experiences andimages. Visitors have stronger thinking experience than temporary residents. Temporary residentshave stronger image in atmosphere, while foreign visitors have general stronger images thantemporary residents. Canonical analysis shows that visitors have stronger relationships betweenexperience and image than temporary residents.

Practical implications Marketing organizations must develop marketing strategies specific tocultural background and the length of residence of its specific visitors.

Originality/value The paper provides the evidence showing that familiarity and novelty-seekingwould be of particular importance to examine whether experience and image are equally applicable to

the various foreign visitors.Keywords Taiwan, Retail marketing, Shopping centres, Individual perception, Tourism

Paper type Research paper

The current issue and full text archive of this journal is available at

www.emeraldinsight.com/1750-6182.htm

The authors thank the Taiwan National Science Council for providing the research funding tocarry out this research (NSC-95-2415-H-035-002-SSS).

Night markeexperiencand imag

21

International Journal of Cultu

Tourism and Hospitality Resear

Vol. 2 No. 3, 20

pp. 217-2

q Emerald Group Publishing Limi

1750-61

DOI 10.1108/175061808108915

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IntroductionOwing to the globalization of recent years, international tourism and business havebecome a universal phenomenon. The exchanges of informational, economic, andpopulation flows influence the formation of culture and can lead to homogenization and

cultural adaptation (Hughes, 1995). Tourists from different cultural backgroundsexhibit different behavior patterns such as trip arrangement, recreation, shoppingactivities and expenditure, once they have arrived at their destinations (Yuksel, 2004).International tourists often shed the culture of their home environments, and becomemore tolerant, and less critical to the visited culture. Residents, being in their livingcountry, may not shed their home culture to the extent that international visitors can,and hence residents and international visitors differed in their evaluation of servicesand shopping item preferences (Gudykunst and Hammer, 1988; Yuksel, 2004; Boomet al., 2005). Recently, there are increasing numbers of temporary residents, permanentresidents, and business residents, who move from overseas countries to Taiwan.

Taiwanese night markets are street markets operating at night, mainly in urban or

suburban areas that generally tend to have more leisurely strolling, shopping, andeating areas than more businesslike day markets. The night market is one of the mostpopular shopping options in Taiwan, with unique consumption activities, displays,products, and bargain prices. The night market reflects the Taiwanese history, society,and economics; it provides a true experience of modern Taiwanese nightlife. Mostnight markets offer entertainments, bargains, and local customs; many sell varieties oftraditional products, such as casual clothes, fruit, exotic snacks, and novelty items.The markets offer an insight to a culture that is not very apparent during typical days(Lee et al., 2005). Taiwan government and public have been supporting many localTaiwanese night markets to market them and to transform them into internationaltourism night markets. According to Taiwan Tourism Bureau (2006), the main tourismattractions of Taiwan are food and natural scenery, followed by shopping, nightmarkets, and historical sites. The most popular visiting destinations are night markets(59 percent), followed by the Taipei 101 building (36 percent), and the National PalaceMuseum (33 percent). This survey indicates that night markets represent an importantinternational consumption activity in Taiwan. Previous studies show the mainattraction factors for local Taiwanese are: low prices, variety of products, andneighborhood location (Lee et al., 2005). For international tourists, novelty-seeking,exercising and experiencing local culture and customs are the major motives to visittourist night markets (Hsieh and Chang, 2004). A survey of Hong Kong tourists showstheir main activities when visiting Taiwan are eating out, everyday shopping,novelty-seeking, and entertainment (Hsieh and Chang, 2004). These activities overlapwith the activities of tourist night market, which suggests that understanding tourists

behavior when visiting night markets can increase Taiwans tourism and createa comfortable shopping environment.

Shoppers with different cultural backgrounds differ in their shopping preferences(Mak et al., 1998; Pizam and Jeong, 1996). Temporary residents retain the culture oftheir original country but Taiwanese culture also influences them, which might resultin a mixture of culture and shopping preferences. However, the role of culturaladaptation in determining behavior has not been given much attention in tourismresearch, and there is relatively less study on the shopping behavior of culturally

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adapted foreigners in Taiwan. Hence, this research is to determine the role of culturaladaptation on Taiwanese night market shopping behavior.

Although past literature suggests experience is related to complex images, thecomplex images of on-site experiences can be dissimilar among people (Chon, 1991;

Selby and Morgan, 1996). Therefore, this study investigates the difference ofrelationship between experience and complex image. This study compares temporaryresidents and foreign visitors experiences of Taiwanese night markets. The purposesof this study are:

. to identify the dimensions of Taiwanese night markets image;

. to explore the differences in the night market experience and image with regardto foreigners socio-demographics; and

. to compare the experience-image relationships of temporary residents with thoseof foreign visitors.

Literature reviewCultural adaptation of touristsWhen traveling abroad, tourists must face foreign cultures, different social norms,languages, cultural life styles, racial/cultural recognition and many more culturaldifferences that may lead to problems of intercultural adaptation and cross-culturaladaptation. Kim (1979) divides cross-culture adaptation researches into two types:immigrant research and temporary resident research. Foreigner means stranger in thehost country. Temporary residents mean strangers in host country includingtemporary or short-term residents, immigrants, and visitors. Foreign tourists arestrangers in the host country with visit duration under three month and only require atravel visa. Past research shows differences in the behavior of cross-cultural tourists(Gudykunst and Hammer, 1988). Nationalities cultures have stronger moderating

effects on tourist behavior than tourist culture, that is, nationality has the mostinfluence on tourist behavior (Pizam and Jeong, 1996; Bonn et al., 2005). When theyhave immigrated or resided for a long-period overseas, they often adapt to the newculture or nationality. Residential time and experience can affect their image when theyare in a familiar space. However, there is limited research determining the level ofadaptation of foreign residents, and no research on their shopping preferences andbehavior in comparison with local culture slightly influence on foreign tourists.Therefore, this research divides foreigners into two categories according to thedurations of their visiting periods. One category is foreigners who live in Taiwan overthree months, another is those who visit Taiwan and stay for less than three months.

Experience of night market

In night markets entrepreneurs induce various purchase behaviors and interactionbehaviors in tourists, therefore the night market experience is one of the mostimportant experiencing products. Experience refers to subjective matters; a nightmarket experience is a produced sense, a psychological event that comes from anindividuals participation experience (Addis and Holbrook, 2001; Joy and Sherry, 2003).Schmitt (1999) advocates a notion of experience as individual response to certainstimuli induced by events. Pine and Gilmore (1999) working from the perspective ofevolutionary economic development, regard experience as a new economic product and


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define experience as a conscious pleasure product when individuals mood, physicalstrength, intelligence and spirit achieve a certain standard. Holbrook (2000) believeswhen we enter the era of experiential economy, the marketing focus will shift fromproduct performance and benefit to experiences, entertainment, exhibitionism, and

evangelizing development. Consumers expenditure demand gradually includes morefantasy, feelings and fun. Numerous typologies have been proposed to account forpossible similarities and differences between experiences (Schmitt, 1999; Pine andGilmore, 1999; Addis and Holbrook, 2001). Pine and Gilmore (1999) describe four typesof pleasurable experiences according to consumers connections to and levels ofparticipation in experiences labeled escapist, educational, entertainment, and aesthetic.Schmitt (1999), on the other hand, proposes five experience modules that describeconsumers involvement with experiences labeled sense, feel, think, relate, and act.

Sense experience includes the senses of hearing, vision, smell, taste and touch arefive kinds of physiologically determined sensory experiences. Sensory marketingprovides joy, excitement, and a satisfied mood. Questionnaire entries for senseexperience are:

. the experience engages my senses;

. the experience lacks sensory appeal; and

. the experience is perceptually interesting.

Feel experience is the consumers intrinsic emotion and mood, the intense emotionarising as the result of contact and interaction. Feel experience may take diverse forms;its scope ranges from temperate to intense mood. The survey statements are:

. the experience tries to put me in a certain mood;

. the experience makes me respond in an emotional manner; and

. the experience does not try to appeal to feelings.

Think experience stimulus focuses and utilizes the intelligence of the consumer tocreate cognition of the experience. By applying excitements and stimulation, this sortof experience draws the consumers focused attention. The correspondingquestionnaire entries are:

. the experience tries to intrigue me;

. the experience stimulates my curiosity; and

. the experience does not try to appeal to my creative thinking.

Finally, act experience is to create unique bodily experience. The experience can besimilar to or different from customer experience of other stimuli. Such other stimuli can

include long-term behavior patterns, the life state of the customer, and interactionswith other people. The relevant questionnaire entries are:

. the experience tries to make me think about my lifestyle;

. the experience reminds me of activities I can do; and

. the experience does not try to make me think about actions and behaviors.

Related experience: it includes sense, feel, think and act marketing. Related marketingdevelops from the consumers individual personality, personal sentiments, and

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connections with individual experience and culture. Questionnaire queries for thistopic are:

. the experience tries to get me to think about relationships;

.

I can relate to other people through this experience; and. the experience does not try to remind me of social rules and arrangements.

Image of night marketPotential visitors use various destination information/attributes to construct theirdestination image. According to previous research (Pike, 2002; Sonmez and Sirakaya,2002; Bonn et al., 2005; OLeary and Deegan, 2005), the importance of image for aplace has emphasized. After strolling in night markets, people will form cognitiveimages of the night market. The cognitive evaluation refers to subjective belief orknowledge about destination attributes, while affective evaluation refers to feelingabout the destination itself (Gartner, 1993; Baloglu and McCleary, 1999). Thus, bothcognitive and affective evaluations form the overall image of a destination. Echtnerand Ritchie (1991, 1993) propose that image is multidimensional and comprises bothsymbolic and tangible features. Image describes fragmented stimulation attributes orconsciousness as influenced by individual characteristics. Image also describes aperson stimulating an overall impression due to consciousness. Although conveyinga consistent image may be beneficial for marketing implementation, a single imagemay have different connotations in different cultures (Hofstede, 1980) and,consequently, will lessen marketing effectiveness (MacKey and Fesenmaier, 1997).Therefore, a night market physical and mental features are important in shapingtourists image of that night market.

Embacher and Buttle (1989) point out when people refer to certain specific nationsor to local areas, locality often has association with local climate, culture, natural

environment and even facilities and equipment. This concept is called destinationimage; traveling brings new ideas, manners and impressions to tourists by means ofdestination image. Nasar (1998) mentions that images are the relationship betweenhuman and environmental reciprocity; image is the influence they exert on each other.Simon (1998) proposes an environmental psychology approach to study urban retailareas images, which include sight impressions, customer service, convenience, andprices. But nowadays studies lack discussion of night market experience and image.

Gunn (1988) proposes the image formation has two stages, organic image andinduced image. The first stage of image formation mainly consists of informationprimarily gathered as follows: from non-commercial traveling resources; from otherpeople who rephrase their own words; or from correlation reports, such as media andcommon media (newspaper, magazine, television and so on), relatives, friend,

education programs, etc. The second stage is gathering information from commercialresources, or from other sightseeing traveling directly. This information from travelinghandbook and travel agency has effects on the image. Fakeye and Crompton (1991)state when visitors are experiencing the traveling destination they produce thecomplex image. Therefore, a complex image synthesizes images with the previous twostages, and then finally forms an overall image. The night market is one of the mostimportant places where foreigners come to travel or do leisure consumption in Taiwan,but at present, there is no systematic research regarding foreigners perceptions of the


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night market and their experiences. This research aims to research both temporaryresidents and foreign tourists points of view concerning night market experiences andimage differences.

MethodData collectionThe subject of this research is the population of all foreigners who are potential nightmarket customers. According to the Taiwan Tourism Bureau (2006), the top threeorigin points of visitors to Taiwan in 2005 were Japan, Hong Kong and Macao, and theUSA. For foreign residents of Taiwan, according to the National Immigration AgencyMinistry of Interior, 2006, Vietnamese, Thai, and Filipino are the top three nationalitiesof foreign residents living in Taiwan. Outside Southeast Asia countries, the highestnumber of foreign residents is from Japan, followed by America and Canada. Hence,the questionnaire is prepared in three languages: Chinese, Japanese, and English.We omit other languages since most Vietnamese, Thai, and Filipino persons have

English training.This research aims to research those of Taiwan foreigners who have experience ofTaiwan night markets. The sample is on the basis that the subject agrees the interviewand has visited Taiwan night market. We collected data between 10 March 2006and 7 April 2007, from 9 am to 8 pm in Taiwan National Airport departurelobbies. We collected 689 completed questionnaires. Owing to missing data of 68questionnaires, this results in a total of 626 usable questionnaires, a response rate of94.1 percent.

InstrumentThe questionnaire includes questions regarding socio-demographics of the foreignvisitors (gender, age, marriage status, educational level, occupation, and visit or

residential duration in Taiwan). Night market images include 31 items in fivedimensions of local characteristics, public facilities, representation, attraction, andprice bargain using questions from a series researches (Echtner and Ritchie, 1991, 1993;Simon, 1998). Night market experiences comprise the dimensions of Schmitts (1999)research, which include sense experience, feel experience, think experience, actexperience, and related experience. There are three questions for each dimension intotal of 15 questions. Both experience and image items are five-point Likert-type scales,ranging from strongly disagree 1 to strongly agree 5.

Descriptive univariate analyses, such as means and standard deviations, describe theprofile of the sample. We utilize one-way ANOVA and t-test to examine the differences inthe night market experience and image with regard to foreigners socio-demographics.Factor analysis, reliability analysis and canonical analysis explore the relationships

between experience factors and image factors.

ResultsSample descriptionAs seen in Table I, the study sample has 293 (46.8 percent) foreign residents, and 333(53.2 percent) foreign visitors. About 273 subjects are from Southeast Asia (43.6 percent),166subjects from Japan (26.5 percent),187subjectsfrom EuropeandAmerica (29.9 percent).The total sample has 320 (51.1 percent) males and 306 (48.9 percent) females. About 440 are

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Temporaryresident(293)

Foreigntourist(333)

Total(626)

Socialbackground

Numberofpeople

Percentag

e

Numberofpeople

Percentage

Numberofpeople

Percentage

Gender

Male

141

48.1

179

53.8

320

51.1

Female

152

51.9

154

46.2

306

48.9

AgeUnder20

42

14.3

29

8.7

71

11.3

21-30

188

64.2

130

39.0

318

50.8

31-40

48

16.4

80

24.0

128

20.4

41-50

9

3.1

47

14.1

56

8.9

Above51

6

2.0

47

14.1

53

8.5

Marriagestatus

Single

245

83.6

195

58.6

440

70.3

Married

48

16.4

138

41.4

186

29.7

Educationlevel

Juniorhighschool

6

2.0

13

3.9

19

3.0

Highschool

42

14.3

70

21.0

112

17.9

College

64

21.8

46

13.8

110

17.6

Universitydegree

127

43.3

151

45.3

278

44.4

Masterdegree

38

13.0

40

12.0

78

12.5

PhDdegree

16

5.5

13

3.9

29

4.6

Occupation

Fulltime

69

23.5

201

60.4

270

43.1

Housekeeping

5

1.7

23

6.9

28

4.5

Volunteer

3

1.0

2

0.6

5

0.8

Casualandparttime

7

2.4

15

4.5

22

3.5

Student

203

69.3

69

20.7

272

43.5

None

5

1.7

16

4.8

21

3.3

Countryoforigin

EuropeandAmerica

84

28.7

103

30.9

187

29.9

Japan

39

13.3

127

38.1

166

26.5

SoutheastAsia

170

58.0

103

30.9

273

43.6

Note:Totalof626valid

survey

TableSocio-demographics

surveyed temporarresident and foreig

touris


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single (70.3 percent), and 186 are married (29.7 percent). Most respondents are between theages of 21-30 and 31-40 (totaling 71.2 percent). The education level of the respondents hasthe most distribution in university or college level, and graduate educated (62.0 percent ofthe total sample). Most occupations are full-employment with 270 respondents (43.1 percent

of the total sample) and students with 272 subjects (43.5 percent).

Analysis of night market experience with socio-demographicsThe finding results show that educational level, occupation, and marriage status haveno significant differences in experience, the other variables such as gender, age, type(foreign resident or foreign tourist), and country of origin, has relativity differences totheir night market experiences (Table II). Females have stronger values in thinkdimension than males do. The age has effects on think, act, and related experiences.The 31-40 years group has stronger experience of think than groups with other agevalues. The younger groups (under 20 and 21-30 years) put more importance onexperience of act and related than older groups. There is interaction between type and

country of origin on sense experience. Comparing those who are visiting with thoseresiding in Taiwan, we find the foreign visitors have higher value on think experiencethan foreign residents. The country of origin has main effect on the feel, act and relatedexperiences. Europe and America subjects put less importance on the feel, act andrelated dimensions than Japanese and Southeast Asian. Japanese put more importanceon feel dimension. Southeast Asian has stronger value on act and related experiences,which might because there is more Southeast Asians working as foreign laborers inTaiwan and they have stronger act and related experience along with staying time.

Analysis of night market image with socio-demographicsThe examination of the dimensional structure of night market image is to useexploratory factor analysis (EFA). Using varimax rotation, the extraction of factors

with eigenvalues is greater than 1.0. Items keep in the respective factors when theirfactor loading is greater than 0.30 (Kim and Mueller, 1978). Using Cronbach acoefficients to evaluate the internal consistency of underlying factors, generally,acceptable values of Cronbach a coefficients is 0.70 and above. However, if a factor has

Socio-demographics Dimensions of the night market experienceVariables Sense Feel Think Act Related

Gender (F-value) 2.77 2.33 8.35 * 0.023 1.03Age (F-value) 1.52 1.90 2.43 * 3.87 * * 2.99 *

Types (F-value) 0.93 0.38 4.36 * 0.51 0.197Temporary residents 3.30 3.24 3.23 2.93 3.03

Foreign visitors 3.35 3.27 3.34 2.97 3.06Country of origin (F-value) 1.84 4.46 * 2.12 4.88 * 7.22 * *

Europe and America 3.30 3.15 3.21 2.83 2.90Japan 3.40 3.31 3.31 2.94 3.07Southeast Asia 3.29 3.30 3.33 3.03 3.13Scheffe test (1,2)(1,3) (1,3) (1,2)(1,3)

Notes: Significant at levels *0.05, * *0.01 and * * *0.001, respectively. Means were derived from a5-point Likert scale ranging from 1-strongly disagrees to 5-strongly agree

Table II.Relationship of nightmarket experience andsocio-demographics

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a reduced number of items (e.g. six or less), 0.60 and above may be acceptable (Cortina,1993). As from Table III, all factors have Cronbach a values over 0.60 suggestingacceptable levels of internal consistency for every scale. The final results of the EFAindicate eight image factors accounting for 61.7 percent of the variance explained. The

factors are: food and local specialty, atmosphere, public facility, environment,products, price, bargain, and reputation (Table III). The subjects put the highest imagevalue in reputation, followed by local food and specialty, and public facility, whichexhibit they are the most important complex images of Taiwan night market.

The results of different image in socio-demographics show that while gender hasno significant differences in image dimensions, the other variables such as marriagestatus, educational level, age, occupation, staying type, and country of origin havesignificant differences to night market image (Table IV).

Marriage status is significantly related to the image of public facility, andenvironment. Single subjects have more positive image of public facility andenvironment than married subjects. Educational level has significant difference in theimage of local food and specialty and atmosphere. The subjects with junior high schoollevel place higher value than other groups. Public facility, environment and price havesignificant differences relative to the age variable. Subjects with age under 20 and21-30 have more positive image of public facility, environment than other groups, whilesubjects with age 31-40 and 41-50 thought price are reasonable than other age levelgroups. Atmosphere, public facility, environment, and price have significantdifferences in occupation. Student and housekeeping put lower image on atmosphereand price than other groups. But student and part-time workers place higher imagevalue in public facility and environment than other groups.

Temporary residents have stronger image ratings in atmosphere than foreigntourists, while foreign tourists have stronger local food and specialty, public facility,environment and reputation image ratings than temporary residents. Foreign tourists

have general stronger image except atmosphere than temporary residents. Country oforigin shows significant difference in dimensions of local food and specialty,atmosphere, public facility, environment, price, bargain, and reputation. Europeansand Americans have stronger image ratings for local food and specialty, atmosphere,price, bargain, and reputation than Japanese and Southeast Asians. But Europeans andAmericans put less values on public facility and environment than Japanese andSoutheast Asians do, which means Europeans and Americans have general strongerimage excluding public facility and environment quality.

Canonical correlation analysis of experience and imageThis study conducts canonical correlation analysis to confirm possible relationshipsbetween night market experience and night market image for temporary residents and

foreign visitors separately. A discussion then compares the differences between thetwo models.

Canonical analysis produces two functions for temporary residents. Only function1 scores significantly and its redundancy index is higher than 5 percent. The canonicalcorrelation of function 1 is 0.47 (R2 0.22) and is significant at 0.001 level. Itsredundancy index on experience is 29.7 percent and image is 32.1 percent (Figure 1).

Judging from the result of canonical loadings relates to the canonical factor forexperience, sense (0.90), feel (0.51), and think (0.61) significantly correlate to the factor.


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Observedvariables

Mean

SD

Factorloading

Variance(percent)

Eigenvalue

Comp

ositereliability

Localfoodandspecialty

3.6

0.70

2

1.48

6.01

0.80

Therearemanyinteresting

products

3.5

0.86

0.79

Manyalternativechoicesof

commodities

3.4

0.91

0.74

Therearemanyfamouslocalsnacks

3.8

0.89

0.66

Therearevariousfoodsand

drinks

3.9

0.88

0.63

Atmosphere

3.3

0.59

3

2.02

2.95

0.73

Themusicisattractive

3.3

0.94

0.71

Thegamesandperformancesarenovel

3.3

0.87

0.71

Lightingandshopbillboard

sareattractive

3.2

0.94

0.63

Vendorsarefriendlyandco

urteous

3.3

0.89

0.55

Thebawlsellingandpeddlingisveryspecial

3.1

0.85

0.55

Icanaccesspeopleandfeel

themirthfulatmosphere

3.7

0.95

0.43

Publicfacilitya

3.6

0.71

3

9.34

2.05

0.71

Itlacksclearsignandindic

atesboard

3.6

0.97

0.80

Carparksarenoteasytofind

3.6

0.99

0.78

Walkingpathsaretoonarrow

3.7

0.97

0.68

Itlacksadequatepublicfacilities

3.6

0.96

0.52

Environmenta

3.3

0.66

4

4.77

1.52

0.66

Theenvironmentisdirty

3.4

0.98

0.73

Robberyproblemcausesmyworrysecurity

3.1

0.91

0.73

Ifeeluncomfortablewithto

ocrowded

3.4

0.93

0.65

Foodisunsanitary

3.3

0.89

0.59

Products

3.5

0.70

4

9.74

1.39

0.74

Theproductqualityissatis

factory

3.2

0.92

0.79

Shopssellfashionableproducts

3.6

0.85

0.69

Manylocalcharacteristicproducts

3.7

0.83

0.62

Price

3.4

0.77

5

4.120

1.226

0.73

Pricesarefairandreasonab

le

3.4

0.86

0.82

Productsaregoodvaluerelativetotheprice

3.5

0.88

0.73

Bargain

3.2

0.68

5

8.09

1.11

0.61

Icanenjoythefunofprice

negotiating

3.3

0.91

0.80

Manyspecialdiscountactiv

ities

3.1

0.86

0.74

Manydeliciousfoodsfromdifferentcountries

3.2

0.95

0.41

Reputation

3.9

0.85

6

1.7

1.02

0.77

Taiwannightmarketiswell-know

3.8

0.98

0.82

NightmarketistherepresentativefeatureofTaiwan

4.0

0.92

0.82

Note:aVariablewasrecoded

Table III.Factor analysis of nightimage

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Socio-demographics

Dimensionsofthenightm

arketimage

variables

Factor1

Factor2

Factor3

Factor4

Factor5

Factor6

Factor7

Factor8

Marriagestatus

0.147

0.94

5.57*

4.00*

0

.140

2.67

0.50

0.013

Educationlevel

2.44*

2.68*

0.58

1.56

0

.88

0.68

1.04

1.19

Age

1.29

1.32

3.17*

6.46***

1

.15

2.66*

1.78

1.90

Occupation

1.19

8.42***

2.94*

8.82***

1

.03

2.48*

0.55

1.45

Stayingtype

20.54***

13.29***

9.92**

25.83***

0

.21

0.017

2.65

11.44**

Temporaryresidents(181)

3.52

3.38

3.54

3.18

3

.45

3.42

3.17

3.82

Foreignvisitors(189)

3.77

3.21

3.72

3.44

3

.47

3.43

3.26

4.05

Countryoforigin

13.12***

4.64*

16.96***

6.68**

0

.76

9.06***

7.10**

13.12***

EuropeandAmerica(126)

3.83

3.41

3.38

3.18

3

.49

3.61

3.37

3.83

Japan(120)

3.45

3.29

3.76

3.26

3

.40

3.42

3.13

3.45

SoutheastAsia(124)

3.61

3.24

3.70

3.40

3

.47

3.30

3.16

3.61

Scheffetest

(1,2)(1,3)

(1,3)

(1,2)(1,3)

(1,3)

(1,3)

(1,2)(1,3)

(1,2)(1,3)

Notes:Significantatlevels*0.05,**0.01and***0.001,respectively.Factor1:localfoodandspecia

lty;Factor2:atmosphere;Factor3:publicfacility;

Factor4:environment;Factor5:product;Factor6:price;Facto

r7:bargain;Factor8:reputation

Table IVRelationship of nig

market image ansocio-demographi


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The canonical loadings of local food and specialty (0.83), atmosphere (0.73), products(0.74), price (0.50), bargain (0.53), and reputation (0.49) significantly correlate to theimage canonical factor. The canonical dimension indicates that the temporaryresidents who have stronger sense, feel, and think experiences also have strongerimages of local food and specialty, atmosphere, products, price, bargain, and reputationfor Taiwan night markets.

The result from foreign visitors shows that there are two functions. Only function

1 scores significantly and its redundancy index is higher than 5 percent. The canonicalcorrelation of function 1 is 0.53 (R2 0.28) and is significant at the 0.001 level.Its redundancy index on experience is 33.4 percent and its redundancy index on imageis 47.2 percent (Figure 2). From the result of canonical loadings, it is found that sense(0.85), feel (0.71), think (0.92), action (0.38), and related (0.38) significantly correlate tothe experience canonical factor. The canonical loadings of local food and specialty(0.83), atmosphere (0.52), public facility (0.36), products (0.82), price (0.64), bargain(0.52), and reputation (0.47) significantly correlate to the image canonical factor.The function between these two sets of variables is on the basis of the composition offoreign visitors who have experiences of sense, feel, and think, which have associationwith the local food and specialty, atmosphere, public facility, products, price, bargain,and reputation.

Discussion and conclusionThe purpose of this study is to investigate how the socio-demographics of foreigntemporary residents and visitors as related to their images and experiences ofTaiwanese night markets. It also examines the relationships of experience and imageand the differences in the relative importance of components for each constructregarding temporary foreign residents and foreign tourists. The results suggest thatgender, age, staying type, and country of origin have influence on foreigners night

Figure 1.Canonical functionof experience and imagefor foreign residents

ImageExperience

Sense

Feel

Think

Action

Related

Atmosphere

Public facility

Environment

Products

Price

0.90

0.12

0.61

0.16

0.73

0.03

0.14

0.74

0.50

r = 0.47

R2 = 0.22

RI = 0.321 RI= 0.297

Bargain

Reputation

Food &

products

0.53

0.49

0.83

0.51

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market experience. Foreigners marriage status, education level, age, occupation,staying type, and country of origin also have relativity differences to their nightmarket image. The finding supports the notion that cultural background and

familiarity with a host culture will affect foreigners experience (Pizam and Jeong, 1996;Arnold and Reynolds, 2003; Yuksel, 2004) and image (Embacher and Buttle, 1989;Baloglu and McCleary, 1999; Bonn et al., 2005; OLeary and Deegan, 2005) of nightmarket. Think experience has greater difference than other four experiences insocio-demographics. That shows that psychological difference is the main differencebetween foreigners of different age groups, genders, and staying type. According toSchmitt (1999) the think experience stimulates curiosity and appeal to the customerscreative thinking. Female, and middle age and visitors would have stronger thinkingexperience than other experiences such as sense and feel. The results also show thatthe younger subjects have stronger values in act and related experience than elders did.Based on Schmitts (1999) act and related experiences reflect that younger persons havestronger unique bodily experience and relationship experience with others. Regardingto visiting or residing in Taiwan, we find the foreign visitors have higher value onthink experience than foreign residents. Perhaps, the longer foreign residentshave stayed in Taiwan, the less special or exciting night markets are for them, andhence they have less thinking experience than foreign visitors. For foreign visitorswho have little experience in visiting night markets, the experience will trigger theirthinking mechanism, and increasing information intakes. The feel, act, and relatedexperiences are important variables regarding to country of origin (nationality).European and American have lowered these three experiences than Japanese and

Figure Canonical functio

of experience and imagfor foreign visito

ImageExperience

Sense

Feel

Think

Action

Related

Food &

products

Public facility

Environment

Products

Price

0.71

0.85

0.38

0.92

0.38

0.52

0.12

0.358

0.82

0.64

r = 0.53R2 = 0.28

RI = 0.33 RI = 0.47

Reputation

Bargain

Atmosphere0.83

0.47

0.52


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Southeast Asian, which might be due to their cultural backgrounds (Pizam and Jeong,1996; Bonn et al., 2005). Japanese and Southeast Asian have similar orientalbackground with Taiwanese; they might more familiar with night market. This resultalso supports with individuals participation experience of Pine and Gilmore (1999) and

Joy and Sherry (2003).Results show that temporary foreign residents have stronger image values in

atmosphere than foreign tourists, while foreign visitors have stronger numbers in localfood and specialty, public facility, environment, and reputation image than temporaryresidents. This may be the effect of the length of residence time in Taiwan. Yuksels(2004) study shows that domestic visitors are more critical and having less tolerant torotten facility and service than foreign visitors do. In this study, foreign residents havestayed in Taiwan for a longer period and adopt similar values to those of the locals,and hence being more critical on qualities such as local food, specialty, public facility,environment, and reputation. To compare the nationality, Europeans and Americanswith little experience of night markets picture visiting night markets as a uniqueexperience, and hence they have stronger image on local food, specialty, atmosphere,price, bargain, and reputation. But Europeans and Americans who have more broadspace and cleaner living environment in their country and hence being more critical onqualities such as public facility and environment.

The results suggest that experience is indeed related to image and such arelationship is reasonably fitting for temporary residents and foreign tourists. Thesefindings support our hypothesis that cross-cultural effectiveness may explore therelationship of place experience related to its generalized images. However, the findingsalso reveal that earlier studies might have overlooked the complexity of theexperience-image relationship. In this study, the effect of components on experienceand image depend on temporary residents and tourists perceptions.

According to the findings, temporary residents place higher values on sense, feel,

and think experience of a night market, which relate to local food/specialty,atmosphere, products, price, bargain, and reputation. The foreign visitor model showsthat five experience dimensions are all positively related with seven image dimensionsexcept environment. The model of foreign visitor explains stronger variance thanforeign residents; this might be due to the foreign residents have longer time lived inTaiwan. Their behaviors and perceptions of night market are more like domesticvisitors who have different relationships between components of experience and imageof night markets compared to foreign visitors. For example, they are more familiarwith Taiwan environment and public facility situation which have no effect on nightmarket experiences.

According to Schmitt (1999), act experience relates to personal lifestyle, actions andbehaviors. Related experience connects to specific culture or significant others. The

foreign visitors have certain motivation to visit other countries may cause strongerfeelings or experiences. This may be affected by more complex images than organicand induced image (Gunn, 1988; Fakeye and Crompton, 1991; Echtner and Ritchie,1991, 1993). However, the level of cultural adaptation of foreign residents adapting toTaiwanese night markets is hard to measure. Night markets are also more popular inSoutheast Asian countries, than in Japan, hence Southeast Asians might accept andadapt to night market culture faster or easier than Japanese, and even Japanese mightadapt more than Europeans and Americans. Their valuations of night markets and

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shopping preferences will be more similar to local Taiwanese valuations. Thedifferences among different countries or geographical regions need further study.Therefore, future efforts to understand cross-cultural behavior should consider themultidimensionality of place experience and image as well as their varying levels of

importance to residents and visitors.The results of this research may help Taiwan government and entrepreneurs to

develop an international promotion strategy targeted at target markets (Assael, 1984).For example, the most important images are local food and specialty, products, andprice which means night markets that can offer characteristically local products,fashionable products, diverse food and drink, low-price products, and distinctivelyflavored international foods will attract international visitors. Taiwan Tourism Bureaumay promote Taiwanese foods and beverages to overseas tourists by using think,sense, and feel experiential marketing method, or may segment visitors bysocio-demographics and geographic variables. Some benefits may accrue frompromotion of factors such as Taiwans reputation, special local experience, and public

facility, but the primary benefit will arise from strengthening the image of nightmarkets as representative of Taiwans attractions.

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Further reading

Hsu, C.H.C., Wolfe, K. and Kang, S.K. (2004), Image assessment for a destination with limitedcomparative advantages, Tourism Management, Vol. 25, pp. 121-6.

Hunt, J.D. (1975), Image as a factor in tourism development, Journal of Travel Research, Vol. 13No. 1, pp. 1-7.

Corresponding authorSu-Hsin Lee can be contacted at: [email protected]


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