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ABSTRACT
This research examines the impact of the voucher-based economic stimulus policy and market strategy on museum traffic during the COVID-19 pandemic in Taiwan. We apply a univariate time-series model (ARMAX) to daily-visit data of the National Palace Museums in Taiwan during 2016–2021, showing results that the consumption voucher program effectively did boost the number of visitors amid overall declines in tourists due to the lockdown. A comparison among the National Palace Museum branches further reveals that holding more outdoor art events by one branch induced a more potent effect of the stimulus policy. The findings suggest that outdoor art events can be a helpful strategy for museums, which traditionally rely on indoor art exhibitions, to mitigate the impact of a pandemic.
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No potential conflict of interest was reported by the author(s).
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Notes on contributors
Shu-Chi Shen
Shu-Chi Shen is an associate professor of Fine Art, School of Art at Southeast University, China. She received her PhD from the School of Oriental and African Studies, University of London, UK.
Tsai-Ching Liu
Tsai-Ching Liu is a professor of Public Finance at National Taipei University, Taiwan. She received her PhD from the University of North Carolina at Chapel Hill.
Chung-Ping Albert Loh
Chung-Ping Albert Loh is the Associate Dean & Professor of Economics, Coggin College of Business at University of North Florida, U.S.A. He received his PhD from the University of North Carolina at Chapel Hill.
Chin-Shyan Chen
Chin-Shyan Chen is a professor of Economics at National Taipei University, Taiwan. He received his PhD from the University of North Carolina at Chapel Hill.