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Implementation and evaluation of tourism industry: Evidentiary case study of night market development in Taiwan

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  • Liu, Chih-Hsing Sam
  • Chou, Sheng-Fang
  • Lin, Jun-You

Abstract

Taiwan’s night markets are the most popular and unique characteristics of domestic and foreign tourists’ night life and have great potential value for tourism development. However, development of the night market is vulnerable to the negative impact of COVID-19. To discover the potential value and evaluation of the night market, we interviewed 46 experts from several industries and occupations in Taiwan to investigate the relationships between brand equity, benefits, motivations of and satisfaction with night market tourism and development. The results show that travel motivation has both direct and indirect effects on brand equity, benefits and satisfaction. Furthermore, customer satisfaction is the most critical performance attribute of night market tourism, which may be influenced by brand equity, benefit, and motivation. Managerial implications and future research directions are discussed.

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  • Liu, Chih-Hsing Sam & Chou, Sheng-Fang & Lin, Jun-You, 2021. "Implementation and evaluation of tourism industry: Evidentiary case study of night market development in Taiwan," Evaluation and Program Planning, Elsevier, vol. 89(C).
    • Handle: RePEc:eee:epplan:v:89:y:2021:i:c:s0149718921000562
    DOI: 10.1016/j.evalprogplan.2021.101961
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    3. Tsai, Pei-Hsuan & Wang, Ying-Wei & Kao, Hui-Shu, 2022. "Applying DEMATEL-ANP approach to explore the intention to hold roadside wedding banquets in Penghu: A consumers’ perspective," Evaluation and Program Planning, Elsevier, vol. 95(C).

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