Most people associate Penghu with the roadside banquet, an iconic banquet in the area. Nevertheless, market demand for these banquets has lately fallen drastically, causing a severe impact on the industry. In this study, the critical factors influencing the choice to conduct roadside wedding banquets were investigated from the consumer's standpoint. Initially, on the basis of expert screening and literature study, 14 criteria covering five dimensions were developed. Subsequently, causal connections and impact weights were determined using the Decision-Making Trial and Evaluation Laboratory (DEMATEL) and DANP (DEMATEL-based analytic network process) models. The findings indicate that customers prioritise service quality in improvement initiatives. Dish quality, hygiene, and marketing are the most appreciated dimensions. Overall, customers place the highest significance on pricing. The industry is recommended to create online marketing platforms, raise the standard of wedding banquet services, combine the value chains of wedding services, and support the sustainable growth of the industry. The method used enriches existing theoretical approaches concerning roadside wedding banquets and is applicable in assisting wedding banquet providers' management in holding roadside weddings.
Keywords: DANP; DEMATEL; Key factors; Roadside banquet; Wedding banquet.
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