A Study on the Moderating Effects of Involvement and Perceived Value on the Relationships among Service Quality, Satisfaction, and Loyalty of Tourists in Taiwan’s Night Markets

A Study on the Moderating Effects of Involvement and Perceived Value on the Relationships among Service Quality, Satisfaction, and Loyalty of Tourists in Taiwan’s Night Markets

The tourism industry has emerged as a rapidly growing sector of global importance, with Taiwan’s top 10 night markets serving as major attractions for both domestic and international visitors. However, academic research on night markets remains relatively limited, indicating room for further exploration. This study surveyed tourists at“Shilin Night Market“and“Liuhe Night Market”, employing SPSS 27.0 to test the proposed hypotheses. The research examined the relationships among service quality, satisfaction, and loyalty in the context of night market tourism. The findings reveal significant interrelationships among these three constructs, while involvement and perceived value demonstrated notable moderating effects. In terms of demographic variables, partial significance was observed. Based on these results, this study provides recommendations for night market operators and future researchers, aiming to contribute to the sustainable development of Taiwan’s night markets.