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Implementation and evaluation of tourism industry: Evidentiary case study of night market development in Taiwan.
Liu, Chih-Hsing Sam; Chou, Sheng-Fang; Lin, Jun-You.
  • Liu CS; Department of Tourism Management at National Kaohsiung University of Science and Technology, Taiwan, ROC. Electronic address: phd20110909@gmail.com.
  • Chou SF; Department of Hospitality Management, Ming Chuan University, Taoyuan County, Taiwan, ROC. Electronic address: dodo.chou@gmail.com.
  • Lin JY; Department of Management and Information, National Open University, Taipei, Taiwan, ROC. Electronic address: jylin@mail.nou.edu.tw.
Eval Program Plann ; 89: 101961, 2021 12.
Article in English | MEDLINE | ID: covidwho-1275313
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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Full text: Available Collection: International databases Database: MEDLINE Main subject: Tourism / COVID-19 Type of study: Case report / Experimental Studies Limits: Humans Country/Region as subject: Asia Language: English Journal: Eval Program Plann Year: 2021 Document Type: Article

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Full text: Available Collection: International databases Database: MEDLINE Main subject: Tourism / COVID-19 Type of study: Case report / Experimental Studies Limits: Humans Country/Region as subject: Asia Language: English Journal: Eval Program Plann Year: 2021 Document Type: Article