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

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

Evaluation and Program Planning, 2021, vol. 89, issue C

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: Implementation and evaluation; Benefit; Motivation; Satisfaction (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:epplan:v:89:y:2021:i:c:s0149718921000562

DOI: 10.1016/j.evalprogplan.2021.101961

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