Creating a Business Strategy Evaluation Model for National Museums Based on the Views of Curators

Abstract The aim of this study is to find the critical factors that influence Taiwan's national museum business performance based on its curators’ views. The study explored the causal relationships among the criteria that emerged in the study and of each sub‐criteria. Since developing a business strategy is a multiple‐criteria decision‐making ( MCDM ) problem, this study adopted the causal‐effect model of decision‐making trial and evaluation laboratory ( DEMATEL ) technique. The DEMATEL technique simplifies and visualizes the interrelationships among decision‐making criteria. The study identified four core criteria – benefits, opportunity, costs, and risks, as key influencers in the national museum business performance. Each key criteria was supported by a set of sub‐criteria which, when considered together, produced an influential network relations map. The results of this study provided Taiwan's national museum curators with an idea‐based understanding of how to create business and marketing strategies that could enhance exhibition features, experience activities, and facilities that could be linked to satisfaction of visitors’ desires and offer a potentials strategy for assessing likelihood of return visits.