Urban Tourism in Taipei City, Taiwan - Study on Night Markets

This project focuses on the Night Markets of Taipei City in Taiwan, which attract millions of visitors every year. The study aims to analyze the type of visitors, gather their opinions on the foods and services, and evaluate the contribution of Night Markets to the growth of the city. The research uses non-probability sampling and ethical considerations. The results provide recommendations to improve the tourist experience.

URBAN TOURISM, FOCUS ON TAIPEI CITY IN TAIWAN 1
URBAN TOURISM, FOCUS ON THE CITY OF TAIWAN
STUDENT NAME
INSTITUTION

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EXECUTIVE SUMMARY
The world has experienced a significant growth in the urban tourism sector. World economies nowadays
embrace urban tourism more than in the past because they have discovered its importance in boosting
economic growth. The Taipei city in Taiwan is one of these beneficiaries of urban tourism with its
popularity in Night Markets (Hou 2010). People visit the Taiwanese capital from various parts of the
world to experience life in the Night Markets, eat Taiwanese delicacies and shop (Liu 2014, P. 11-17).
This project is aimed at finding out the opinion of these visitors analyzing their responses and
developing recommendations to the authorities and various stakeholders on how they can ensure an
increased number of visitors to the Taiwanese Night Markets.

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TABLE OF CONTENTS
Contents
EXECUTIVE SUMMARY.................................................................................................................................2
CHAPTER 1...................................................................................................................................................5
INTRODUCTION...........................................................................................................................................5
Background..............................................................................................................................................5
Scope of Study.........................................................................................................................................5
Research Question...................................................................................................................................6
Objectives................................................................................................................................................6
CHAPTER 2...................................................................................................................................................6
LITERATURE REVIEW....................................................................................................................................6
CHAPTER 3...................................................................................................................................................7
METHODOLOGY...........................................................................................................................................7
Introduction.............................................................................................................................................7
Sampling..................................................................................................................................................7
Non-probability sampling....................................................................................................................7
Ethical Considerations.............................................................................................................................8
Consent Form..........................................................................................................................................8
Questionnaire..........................................................................................................................................9
DATA........................................................................................................................................................9
Data Analysis Methods............................................................................................................................9
Data Gathering..................................................................................................................................10
Data analysis Tools Employed............................................................................................................10
Data Sources......................................................................................................................................11
Data Types.........................................................................................................................................11
Gantt chart............................................................................................................................................11
Budget...................................................................................................................................................12
CHAPTER 4.................................................................................................................................................12
RESULTS, ANALYSIS AND DISCUSSION.......................................................................................................12
CHAPTER 5.................................................................................................................................................21
CONCLUSIONS AND RECOMMENDATIONS................................................................................................21
Conclusion.............................................................................................................................................21
Recommendations.................................................................................................................................21

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BIBLIOGRAPHY...........................................................................................................................................22
Appendix...................................................................................................................................................25
Survey results........................................................................................................................................25
Excel Results..........................................................................................................................................31

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CHAPTER 1
INTRODUCTION
Background
In the current world there are multiple tourist activities in various parts of the globe where cities are the
major place of interest (Sun, Wang & Huang 2012, p. 25-44). Millions of people travel to various cities
around the world with the purpose of exploration. Urban tourism is directly connected to the growth of
the city’s aspects such as infrastructure and technology (Tien 2008). The increase in the levels of urban
tourism in the current world as compared to the past can be compared to the fact that nowadays
travelling to cities in the world has become easier and cheaper (Davis 2003, p. 165-176). By nature
human beings love adventure thus when given an opportunity they explore different places for fun.
During their visit the tourists utilize the various services and products offered by the cities including
taking the delicacies of the locals, the overall benefit of this to the city is that is boosts its economic
growth (Chan 2008, p. 391-406).
There are different forms of tourist activities which can be conducted in the cities such as religion,
sightseeing, entertainment e.g. in clubs, business venues, shopping, participation in conferences among
others. Millions of people visit cities such as Paris, London and New York to hold conferences every year.
Dubai is known as one of the most attractive shopping and entertainment destinations in the world thus
an urban tourism center attracting millions of visitors every year (Huang, Liu & Tzeng 2009, P. 53-68).
The cities of Rome and Mecca also receive millions of international visitors yearly who go there for
religious purposes (Li & Ko 2012, P. 17-21).
The city of Taipei in Taiwan is one of the most visited cities in the world receiving millions of both local
and international tourists yearly. One of its greatest pleasures is the Night Markets which attract millions
of visitors (Chiu 2013, P. 335-352).in the Night Market life is experienced in snacking and eating all night
long with family and friends. Night snacking is regarded as an activity to relax from the day’s hustle (Law
2012, P/ 599-618). The Taipei city’s night market scene has grown to the level of being considered one
of the biggest in the world with most stores opening from late night up to the morning and others
operating 24 hours (Law 2013). Visitors get to enjoy great Taiwanese delicacies such as goose, snakes,
squid soup and Chinese delicacies or a mix of the two in the markets. Visitors go to the night markets to
also shop in the Taipei markets and look at the country’s cultural arts (Page 2005).
This project focusses on the visitors who come to Taipei city’s Night Markets. The research seeks to find
out the reasons why they visit, the foods they like, the services they receive and their overall feeling of
the city’s Night Market (Jou, Tsai & Wu 2013, P. 651-659). The project provides recommendations at the
end to the authorities and the various stakeholders in the city on how they can improve the tourist
experience of the visitors thus increase the number of visitors.
Scope of Study
The study covers the activities in the Taipei Night Markets. Various visitors to the markets are given a
questionnaire to fill in order to gather their opinions. The results on the questionnaires are gathered and
an analysis done on them to discover trends and give recommendations.

URBAN TOURISM, FOCUS ON TAIPEI CITY IN TAIWAN 6
Research Question
This research seeks to answer the question on the general feeling of the visitors to the Taipei Night
markets and seek their opinions on various aspects related to the Night Markets.
Objectives
This research is based on the Taipei city Night Markets with the following aims:
 To analyze the type of visitors who visit the Taipei Night Markets in terms of age, gender and
occupation in order to discover trends.
 To gather the opinions of the visitors to the Taipei city Night Markets in order to develop
recommendations to the authorities and other stakeholders.
 To evaluate the contribution of Night Markets to the growth of the city of Taipei (Jou, Erick &
Hsiao 2016, P. 560-576).
CHAPTER 2
LITERATURE REVIEW
Wu & Luan (2007) state that Night markets date back over a thousand years to the Chinese Dynasty
called the Tang Dynasty. The Chinese initiated the idea of the night markets which was later on adopted
in Taiwan in the 1950s. Currently in Taiwan there are many original stores dating back to the 1950s
displaying their staring dates and history which is a great sight for local and international tourists.
However, there are night markets in Taipei which came early than the 1950s like the Shilin night market
which dates back one hundred years ago. The Taipei Night Markets initially started as food stalls in front
of temples or near temples and grew to large markets spreading to nearby neighborhoods. The current
Taipei night markets showcase many types of foods and are very popular among tourists and locals.
Since many people are not into drinking in Taipei Night Markets are the perfect hangout places for them
(Wu & Luan 2007)
Hsieh & Chang (2006, p. 138-145) points out that Night Markets in Taiwanese capital Taiwan are
extremely popular both locally and internationally. The markets offer many types of foods from dried
foods to street foods. The markets also offer entertainment, souvenirs and clothes for the visitors to
buy. The markets are scattered across the Taiwanese capital and vary in popularity, style and size thus
offering a variety to both local and international tourists. The Shilin Night Market is one of them and
offers foods and shops with all kind of commodities from electronics to clothes (Hsieh & Chang 2006, p.
138-145).
Chang & Hui (2006) states that night markets can be described as open air markets. They are not
businesslike day markets but are usually associated with leisure shopping and eating. The idea of Night
Markets originated in china but spread to other areas in the globe especially in Asia. Singapore, Taiwan
and North America are some of the places which represent the spread of the concept of night markets.
These markets attract millions of both local and international visitors annually who go there with the
aim of having fun from snacking to entertainment and shopping (Chang & Hui 2006).

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Chang, Miu, Pearl & Chiang (2007) indicates that urban tourism has had a significant growth over the
years in the globe. People visit various parts of the globe for different purposes such as to see historical
monuments, ancient statues, restaurants, night clubs, conference centers, sports and many more
reasons. Chang, Miu, Pearl & Chiang (2007) states that this leads to social, economic and cultural
growth. However, this many have a negative effect on the urban centers such as reduced availability of
the attractions to the locals, air and noise pollution. Every tourist has their unique motivation of visiting
the tourist centers with most of the international tourists spending a short period of time in the
destinations usually a few days. The most popular urban tourism areas are cities such as Paris, London,
Barcelona, and Hong Kong, New York among others (Chang, Miu, Pearl & Chiang 2007).
Wu, Cheng & Hsu (2014, P. 185-197) points out that urban destinations as tourist attractions offer a
variety of architectural, social, cultural and technological experiences to their visitors for business and
leisure. Tourism constitutes a major part in the development of world economies and since most of the
world’s population live in cities urban tourism contributes significantly in many aspects of the global
economies. The level of attraction a city offers to potential tourists depends on how the city manages
itself and the living conditions it offers to the visitors (Wu, Cheng & Hsu 2014, P. 185-197).
Kanvelyle & Liu (2011, P. 257-270) in their research state that developing urban tourism in the globe
needs a unified effort from tourism managers, non-stakeholders, governments and the tourists
themselves. Recent analysis on the global travelling trends shows an upsurge of urban tourism with the
fact that cities are the origin of most international travels. Urban population is expected to grow to 61%
by 2030 in the globe thus an increase in the visitors to the various joints of the cities. Many cities have
recognized the fact that tourism contributes to the growth of the income of the local people and the city
infrastructure. However, urban tourism remains an area in which very shallow research has been done
in since many researchers only focus on tourism as a whole or the city without highlighting urban
tourism in it (Kanvelyle & Liu 2011, P. 257-270).
CHAPTER 3
METHODOLOGY
Introduction
For the project objectives to be achieved effectively various methods were employed from the time of
data collection, data analysis to presentation of results and recommendations.
Sampling
In order to ensure the accuracy of the data presented in the project sampling has to be applied. The
visitors of the Night Market who were interviewed were selected by the method of Non probability
sampling (Shiu & Hsou 2006, P. 71-80).
Non-probability sampling
Since the study was dealing with a large population of people in this case the visitors to the Night
Market the method of non-probability sampling was preferred with the employment of the volunteer
type of non-probability sampling (Milgram 2014, P. 153-174). In the volunteer type of non-probability

URBAN TOURISM, FOCUS ON TAIPEI CITY IN TAIWAN 8
sampling the respondents to the questionnaire were selected randomly in a sense that anybody who
was willing to participate was given the opportunity to do so (Tu & Lin 2008, P. 157-171).
From this system of non-probability sampling a total of fifty (50) respondents were chosen to participate
in the research.
Ethical Considerations
Every research must uphold acceptable research ethical standards. In is a necessity that consent must be
sought from all participants of the research before they take part in it. During the research consent was
sought from all visitors of the Night Market who responded to the questionnaires. The respondents
were assured of the privacy of the responses they were giving and that it would be purely used for
educational purposes (Pottie & Hiebert 2015, P. 538-544). The objectives of the research were explained
to all participants after which they were given the consent forms to fill. Only those who filled the
consent forms were allowed to take part in the research (Chuang, Tai & Hsu 2010, P. 2010).
Consent Form
A consent form was given to all those who were willing to take part in the research with the information
that they could withdraw from participating in the research at will (Chuang, Huang, Wuon & Chen 2014,
P. 33-344). The contents of the consent form are as follows:
CONSENT FORM
a. Research Description
You are invited to take part in this research entitled The Taipei Night Markets conducted by (student
name). The objective of this research is to explore urban tourism in the city of. The focus of the research
is the Taipei Night Markets.
b. Discomforts
There are no risks associated with participating in this research.
c. Potential Benefits
There are no known potential benefits associated with participating in this project.
d. Confidentiality
The personal information given in this research will be kept purely confidential and the responses will
only be used for academic purposes.
e. Voluntary participation
The participation in this research is on the basis of willing participant. You may choose not to participate
or to participate in the research and may withdraw your participation at will.
Consent

URBAN TOURISM, FOCUS ON TAIPEI CITY IN TAIWAN 9
I (Participant’s signature) _______________________________ have read this consent form and have
been accorded the chance to ask questions. I hereby grant my consent to partake in this study
Date:_________________
Taipei (Jansen & Van 2016, P. 364-375)
Questionnaire
A questionnaire was presented to visitors in the Australian night markets (Bramwel 2008, P. 35-47).
The questions were as follows:
1. Gender
2. Age
3. Occupation
4. Where are you from
5. What is your purpose of visit
6. How do you know about the Night market
7. What is your purpose to go to Night market
8. What kind of shop will catch your eye
9. How many times do you go to the Night market
10. What triggered you to try new dishes at the Night market
11. Following are some of the Taiwanese famous Xiao-chi items aka Street Foods, local delicacies,
small eats, etc., which of them you have tried?
12. Do you enjoy shopping in Taipei?
13. How wold you rate overall tourist experiences at the Night Market?
14. Would you recommend the Night Market to other?
DATA
Data Analysis Methods
The data used in this project is in excel consisting the responses of the visitors to the Taipei city
Night Markets. The data collected data has been documented in excel and analyzed. Graphs and
charts have been developed from the data analysis to simplify it and make it more
understandable (Asworht & Page 2011, P. 1-15).
The following procedures have been employed from data gathering to analysis.

URBAN TOURISM, FOCUS ON TAIPEI CITY IN TAIWAN 10
Data Gathering
 Data has been gathered using the questionnaire which were given to the visitors of the
Taipei city Night Markets to fill.
Documentation
 The responses from the fifty respondents to the research questionnaires were entered in
Microsoft Excel.
Data Analysis
 In the creation of the graphs there is a choice on what graph and chart to create.
 The data is highlighted and the desired graph is inserted as shown in the excel files.
 The data is aligned properly on the desired axes.
 The layout and colors are adjusted to achieve the desired outlook.
 The size of the graph’s axis and legend labels is adjusted.
 The graphs are titled according to the data (Pan, Ting & Bau 2014, P. 700-720).
Data presentation
 The charts and graphs are presented and a discussion done to interpret them.
Data analysis Tools Employed
a. Excel solver
The data documented in excel was analyzed using excel solver. The tool was used to develop charts and
graphs on the various responses provided by the participants of the research (Casagrande 2012).
Formulae
a. Mean
The formula of mean calculation was employed in excel in the calculation of the mean of how the
respondents rated the overall experience at the night markets. The formula was:
=AVERAGE (O2:O51)
With (O2:O51) representing column containing all the customer responses.

URBAN TOURISM, FOCUS ON TAIPEI CITY IN TAIWAN 11
Data Sources
The data used in this project was gathered from the visitors to the Taipei City Night Markets. The visitors
gave their opinions and factual responses to various questions which were documented in order to find
out the general feeling of the visitors to the Night Markets and to explore urban tourism in the city of
Taipei in Taiwan.
Data Types
In this project various questions were asked to the visitors thus the study contains both quantitative and
qualitative data.
Qualitative Data
Qualitative data was gathered on the opinions of the respondents and on questions such as the type of
Taipei local foods they have ever had. This data was documented in excel and has been analyzed and
transformed to simple charts and graphs for easy interpretation.
Quantitative Data
Quantitative data was gathered on question such as the one asking the respondents to rate their overall
tourist experience at the Night Market. The data has been documented in excel and analyzed using
tables and charts. The formula of mean calculation in excel has been applied on the data since its
expressed numerically (Chen & Rothschild 2010, P. 685-694).
Gantt chart
Da
te
Da
te
Dat
e
Dat
e
Dat
e
Da
te
Dat
e
Dat
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Dat
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Dat
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Dat
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Project
Proposal
Obtaining
Data From
Primary and
Secondary
Sources
Data Analysis
Discussions

URBAN TOURISM, FOCUS ON TAIPEI CITY IN TAIWAN 12
Budget
The budget to carry out the interview was developed considering the various aspects of the research.
The project aims were outlined clearly in order to find out where to focus the project resources.
Travelling cost and the cost to print the questionnaires was put into consideration.
ACTIVITY COST IN $ TOTAL
Travelling to various parts of
Taipei City
80
Phone calls 10
Printing questionnaires 80
85
CHAPTER 4
RESULTS, ANALYSIS AND DISCUSSION
1. Gender
Chart showing the percentage of the gender of participants of the survey

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The results show that the female participants are more as compared to their male counterparts by a
huge margin of 48%. This can be explained by the fact that women love shopping and adventure more
than men. The margin is extremely high which shows that women love the Taipei Night Markets and
contribute more to the Taipei Night Markets’ economy.
2. Age
Chart showing the percentage of the age of participants of the survey
The chart shows that at the age of 18-24, 25-34 and 35 to 44 they have the highest number of people
going to the night markets while the age groups of 55 and above, 18 and below and 45 to 54 have the
lowest. This is because at the young age most people like to explore as compared to older ages. Thus in
this case most of the Night Market visitors are young people below 44 years.
3. Occupation
Chart showing the percentage of the occupation of participants of the survey

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The survey results show that the students form majority of the visitors to the Taipei Night markets
followed by the employed people. The unemployed people and those who have retired are the minority
of the visitors. Students have much time on their hands to explore and tour new places while the
employed have the financial muscles to visit these markets and shop. Most of the retired people are old
and do not like night explorations while the unemployed lack the funds to visit these markets.
4. Where are you from
Chart showing the percentage of the origin of participants of the survey
Most of the visitors to the night markets are from Asia which is due to the fact that Taipei city is in
Taiwan which is in Asia. There are also visitors from Europe and America which amount to 18%. This
shows that the Taipei night markets attract both local and international tourists.
5. What is your purpose of visit

URBAN TOURISM, FOCUS ON TAIPEI CITY IN TAIWAN 15
Chart showing the percentage of the purpose of visit of participants of the survey
Most of the people who visit Taipei city come for shopping and sightseeing at 62%. However there is a
significant percentage of people who visit to get education and visit cultural centers amounting to 24%.
Other purposes are such as business travel and festivals and special event. This shows that Taipei city is
doing significantly well in urban tourism.
6. How do you know about the Night market
Chart showing the percentage of how the participants of the survey knew about the Taipei city Night
Market
Majority of the visitors at 76% learnt of the Night markets through websites, blogs and social networks.
There are many blogs and websites which have documented the fun in the Night Markets. a significant
number of people learnt about the markets through relatives and friends
7. What is your purpose to go to Night market

URBAN TOURISM, FOCUS ON TAIPEI CITY IN TAIWAN 16
The chart shows the responses of the participants on their purpose of visiting the Taipei city Night
Markets.
Since the night markets are popular for their great delicacies both Taiwanese and Chinese foods, most of
the visitors come to eat the food at 80%. However a significant number come to shop at 16% since there
are shops selling a variety of commodities from clothes to electronics.
8. What kind of shop will catch your eye
The chart shows the percentage ranking of the type of city that will catch the eye of the participants of
the research.
Since majority of the visitors to the Taipei Night Markets come there for food the types of shops that
catch their eye are the ones which sell food. Snack bars attract most of the visitors at 52% followed by
Dessert bars at 26% and clothes shop at 8% which attract those who come to shop.
9. How many times do you go to the Night market

URBAN TOURISM, FOCUS ON TAIPEI CITY IN TAIWAN 17
Chart showing the percentage of the number of times the participants go to the Night Markets
Most of the people visit the Taipei night markets twice and once in a month which is quite low. People
should be encouraged to visit the night markets more times in a month.
10. What triggered you to try new dishes at the Night market
Chart showing the reason that made the participants to try new dishes in the Night Market
The sight and smell of food in the Taipei Night Markets triggers most of the customers to make food
purchases. The number of people queuing and influence from friends also influence the food choice
significantly that is why restaurants with a large number of visitors maintain the large numbers. Most
people are visual beings in nature in that they get attracted to what they see and thus do impulsive
purchases.

URBAN TOURISM, FOCUS ON TAIPEI CITY IN TAIWAN 18
11. Following are some of the Taiwanese famous Xiao-chi items aka Street Foods, local delicacies,
small eats, etc., which of them you have tried?
Chart showing the types of foods (local delicacies) that the respondents have tried
Crispy salt and pepper chicken and mini soup dumplings are the most popular foods in the Taipei Night
markets at a total percentage of 40%. The other popular foods are fried chicken steak and Taiwanese
meat balls. Most of the people in the night markets love meat and chicken.
12. Do you enjoy shopping in Taipei?

URBAN TOURISM, FOCUS ON TAIPEI CITY IN TAIWAN 19
Chart showing if the respondents enjoy shopping in Taipei
Most of the respondents at 68% indicated that they enjoy shopping at the Taipei Night Markets. Thus
shopping at the night markets is generally a great experience and is likely to attract even more visitors.
13. How would you rate overall tourist experiences at the Night Market?
The graph shows how the participants of the survey rate the overall tourist experiences in the Night
Market
The overall tourist experiences were given a high rating, thus majority of the visitors find value for their
time and money in the Taipei city which is very essential in the development of urban tourism in the
city.
14. Would you recommend the Night Market to other?

URBAN TOURISM, FOCUS ON TAIPEI CITY IN TAIWAN 20
The chart shows if the respondents would recommend the Night market to other people
Majority of the respondents indicated that they would recommend the Taipei Night Market to their
friends which is quite instrumental in promoting urban tourism in the city since many referrals will visit
the city as well thus boosting its economy.
Discussion
The Taipei city is a major tourist center and a favorite for many people especially the Asians according to
the results. Many people visit Taipei to take part in sightseeing and shopping, those who visit the night
markets majority of which are students and the employed go there to buy food. Many of those
interviewed indicate that they will definitely recommend the night markets to others thus this will be
another lucrative form of advertisement for the city. Websites have proven from the study to be the
most effective forms of advertisements with many respondents indicating that they read about the city
on blogs especially those written about the food in the night markets. The overall tourist experience in
the night markets is highly rated, showing that majority of the visitors love the experience at the
markets. Most of the respondents indicated that they are triggered to buy food in the night markets by
seeing it, this is an indicator to the food vendors to display openly their products to catch the eye of
potential customers. The results of the interviews are a good indicator of the potential of growth of the
visitors to the night market and Taipei city. The future for urban tourism in the city is highly indicative of
an upward trend.
CHAPTER 5
CONCLUSIONS AND RECOMMENDATIONS
Conclusion
Taipei city has had a significant growth in urban tourism over the years. The Taipei city night markets
receive a large number of visitors who come for various purposes among which are shopping and food.
When tourists visit the cities such as Taipei they use the various services and products offered by the
cities including taking the delicacies of the locals such as in the night markets, the overall benefit of this
to the city is that is boosts its economic growth (Chan 2008, p. 391-406). The experience of these visitors
is great since they have indicated from the research that they enjoyed shopping and would recommend
the Night Markets to their friends. This study achieves its objectives by finding out the opinions of the
visitors and their nature. From the research most of the visitors are young people since they are the
ones who have the energy and time to explore. There is also the discovery that the employed are the
majority in the night markets since they have enough money to spend on shopping and buying food in

URBAN TOURISM, FOCUS ON TAIPEI CITY IN TAIWAN 21
the night markets. Urban tourism is essential in every economy in the globe since it contributes a lot to
the economies both economically, socially and culturally and since majority of the people in Taipei do
not drink Night Markets are the perfect hangout places for them (Wu & Luan 2007)
Recommendations
 Travel agents in Taipei should do more advertising on the Night Markets in the city and other
important attractions.
 Security in Taipei should be ensured since the markets are opened at night when the crime rates
may be potentially high.
 Both the local and international visitors should be encouraged to visit the Night Markets more
times in a month.
 The sellers of food in the Taipei night markets should display the food openly since most people
are attracted to buy the food by seeing it.

URBAN TOURISM, FOCUS ON TAIPEI CITY IN TAIWAN 22
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Appendix
Survey results

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Excel Results

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