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The study mainly explores the effect of the visitor’s consumption and tourism image on their satisfaction and revisit intention to Taiwan’s night markets, to analyze the relationship among tourism image, recreational benefits, tourist satisfaction and revisit intention, targeting tourists who paid a visit to night market as samples with 586 questionnaires returned in total. The research outcomes have indicated that: tourism image of night markets reports a positive effect on tourist satisfaction significantly; therefore a positive effect of tourist satisfaction on revisit intention significantly is supported.

The Effect of the Visitor’s Consumption Experience and Tourism Image on Tourist Satisfaction and Revisit Intention of Taiwan’s Night Markets