The analysis of cognitive image and tourism experience in Taiwan's old streets based on a hybrid MCDM approach

There are forty to fifty old streets spreading around Taiwan. Each Taiwan's old street has its own story. Some are famous for their delicacy; others for their unique scenery and still others promote their local cultures through the combination of their local industries and festivals. A few Taiwan's old streets have found their position through time, while others have not and are fading like dried leaves. This study, therefore, aims to find both the position and the developing direction of Taiwan's old streets. Through a tourism-experiencing perspective, the evaluation system is formed according to six aspects (Landscape image, Historical site image, Cultural image, Shopping experience, Gourmet experience, Marketing experience) in order to classify the Taiwan's old streets and construct the developing strategies. The connection of old-street-forming criteria will be constructed by the use of Fuzzy Cognitive Map (FCM). They will be classified according to their quality, and their competitive strategies will also be established. Hopefully, this study will be of great value in assisting the governmental authorities finding the characteristics of the Taiwan's old streets and improving their development.