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The attractiveness of tourist night markets in Taiwan – a supply-side view

Yi-Fei Chuang (Associate Professor, based at Department of Business Administration, Ming Chuan University, Taipei City, Taiwan, Republic of China)
Shiuh-Nan Hwang (Professor, based at Department of Business Administration, Ming Chuan University, Taipei City, Taiwan, Republic of China)
Jehn-Yih Wong (Professor, based at Department of Business Administration, Ming Chuan University, Taipei City, Taiwan, Republic of China)
Chun-Der Chen (Assistant Professor, based at Department of Business Administration, Ming Chuan University, Taipei City, Taiwan, Republic of China)

International Journal of Culture, Tourism and Hospitality Research

ISSN: 1750-6182

Article publication date: 29 July 2014

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Abstract

Purpose

The aim of this study is to explore the attractiveness of tourist night markets by looking at the dual nature of retail service and tourism from a supply-side perspective.

Design/methodology/approach

The authors conducted field observations to understand the offerings at night markets and used content analysis to explore the attributes of vendors who operate there.

Findings

The research reveals that the attractiveness of night markets derives from the diversity of service contents and local food, affordable consumption (the lowest unit prices, with products under US$3.3 comprising approximately 70 per cent of those offered), temple festivals and the various service attributes of vendors. These night market features generate physical perceptions and personnel perceptions among tourists. Vendor service attributes include performance, empathy, responsiveness and courtesy. Unique and interesting performances comprise a special attribute of night markets that differ from other service industries.

Practical implications

The results provide information on how tourism officials can promote night markets as tourist destinations and what kinds of vendor service attributes please tourists the most.

Originality/value

This study expands on the literature that discusses perceptual attributes to tourist street markets by exploring the service contents of these markets and by identifying the service attributes of vendors.

Keywords

Acknowledgements

The author thanks the anonymous reviewers for their helpful suggestions and comments. This research was financially supported by the National Science Foundation in Taiwan (NSC 100-2632-H-130-002-MY3).

Citation

Chuang, Y.-F., Hwang, S.-N., Wong, J.-Y. and Chen, C.-D. (2014), "The attractiveness of tourist night markets in Taiwan – a supply-side view", International Journal of Culture, Tourism and Hospitality Research, Vol. 8 No. 3, pp. 333-344. https://doi.org/10.1108/IJCTHR-09-2013-0067

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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