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

Chih-Hsing Sam Liu; Sheng-Fang Chou; Jun-You Lin

doi:10.1016/j.evalprogplan.2021.101961

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

Eval Program Plann. 2021 Dec:89:101961. doi: 10.1016/j.evalprogplan.2021.101961. Epub 2021 Jun 1.

Authors

Chih-Hsing Sam Liu¹, Sheng-Fang Chou², Jun-You Lin³

Affiliations

¹ Department of Tourism Management at National Kaohsiung University of Science and Technology, Taiwan, ROC. Electronic address: phd20110909@gmail.com.
² Department of Hospitality Management, Ming Chuan University, Taoyuan County, Taiwan, ROC. Electronic address: dodo.chou@gmail.com.
³ Department of Management and Information, National Open University, Taipei, Taiwan, ROC. Electronic address: jylin@mail.nou.edu.tw.

PMID: 34140195
DOI: 10.1016/j.evalprogplan.2021.101961

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.

Keywords: Benefit; Implementation and evaluation; Motivation; Satisfaction.

MeSH terms

COVID-19*
Humans
Program Evaluation
SARS-CoV-2
Taiwan
Tourism*