Do Not Say You've Been to Taiwan If No Visited Night Markets

This research introduces the overall features of this night market and describes the arrival and departure of Mainland Chinese tourists and how tour guides guide tourists with explanations and introductions in Kaohsiung’s Liu Ho Night Market. As part of our study we observed vendor marketing tactics, such as design and content of signage, presentation of foods and products, word usage in promotion of Taiwan-made products or Taiwan local features and on-site demonstration methods. Mainland Chinese tourists’ consumption behavior is also recorded. The study hopes to inspire vendors and tourism-related institutions to come up with innovative marketing tactics.


Wen-Hsuan Lee and Yi-Mu Chen (2011) ,"Do Not Say You've Been to Taiwan If No Visited Night Markets", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 2-2.


Wen-Hsuan Lee, Lecturer, Ming-Chi University of Technology
Yi-Mu Chen, Assistant Professor, I-Shou University, Taiwan


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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