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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.

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.

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.

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.

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.

Research on the relationship between novelty and travel intention is lacking. This study attempts to fill this gap by developing a theoretical model to explain how novelty influences travel intention through two mediating paths: brand equity and tourist motivation.

In this study, data were collected from 466 foreign visitors to Taiwanese night markets. To test the model, the authors applied structural equation modeling (SEM) to identify the critical attributes that predicted foreign tourists' travel intentions.

The SEM analysis indicated that novelty in tourism management was related to brand equity and intrinsic motivation, which increased foreign tourists' travel intentions and offered advantages for highly competitive, high-density night markets in Taiwan. In addition, brand equity was an important mediator that connected novelty and tourists' travel intentions. Finally, novelty indirectly affected travel intention and intrinsic motivation through brand equity.

There may exist potential moderators in the relationships among the brand equity and travel intention categories. Future research studies could explore whether any moderators influence the relationship mechanisms examined in this study.

This research expands on previous research studies that have focused on the value of travel intention. Furthermore, the study uses brand equity theory (BET) and the theory of planned behavior (TPB) to examine the mediating effect of intrinsic motivation on the relationship between novelty and travel intention.

The purpose of this paper is to build on both the theoretical work concerning the co-creation of experiences, and the need for micro-businesses to adopt a consumer-friendly orientation. The researchers examined the compatibility of vendors’ views of their visitors’ perspectives and the visitors’ own assessments of two Hong Kong night markets. Using a large sample survey with over 1,900 tourists and 120 vendors, and examining the data through mean difference testing and factor analysis, the comparability of the views was examined. Key findings were that vendors consistently overestimated the positivity of the visitors’ views. Value for money, trustworthiness of the vendors and product variety were items indicating strong differences where vendors assumed visitors perceived night markets more favorably than did the visitors themselves. The work challenges some assumptions of service design logic and speculates that the durability of night markets is at risk without better vendor understanding of the visitors’ perspectives.

The study builds on both the theoretical work concerning the co-creation of experiences, and the need for micro-businesses to adopt a consumer-friendly orientation. The researchers examined the compatibility of vendors’ views of their visitors’ perspectives and the visitors’ own assessments of two Hong Kong night markets. Using a large sample survey with over 1,900 tourists and 120 vendors and examining the data through mean difference testing and factor analysis, the comparability of the views was examined.

Key findings were that vendors consistently overestimated the positivity of the visitors’ views. Value for money, trustworthiness of the vendors and product variety were items indicating strong differences where vendors assumed visitors perceived night markets more favorably than did the visitors themselves. The work challenges some assumptions of service design logic and speculates that the durability of night markets is at risk without better vendor understanding of the visitors’ perspectives.

For the present work, it would be desirable to ascertain that the figures reported apply to other night markets in Hong Kong and China. Further, the generalizability of the results for different market types, those that offer food or cater to specific interests needs examination. The possibility exists that the general night market will fold as specific tailored options, such as craft, art, flower and homewares themed spaces replace the basic all-purpose format.

The implications from this work are that vendors may have to form new group alliances to understand and then deliver the overall atmosphere, quality of goods and service interactions prized by tourists. Vendors need to sustain their appeal and sales through maintenance of these overall night market characteristics. The vendors may be able to escape individual censure and rejection for a while due to the transient customer base, but broader destination and attraction image concerns are likely to be a longer-term force requiring attention.

The implications from this work are that vendors may have to form new group alliances to understand and then deliver the overall atmosphere, quality of goods and service interactions prized by tourists. Vendors need to sustain their appeal and sales through maintenance of these overall night market characteristics. The vendors may be able to escape individual censure and rejection for a while due to the transient customer base, but broader destination and attraction image concerns are likely to be a longer-term force requiring attention.

The broad aim of the study can be identified as the desire to examine the compatibility of vendor and tourists’ views, and the more specific aims of this broad agenda will be articulated after reviewing the core conceptual ideas driving the work.

This study aims to investigate the reasons for the shutdown of a mobile night market during the COVID-19 pandemic. Lack of tourists was obviously one of the causes but social reasons must also exist. The study investigates territoriality, collectivization and human relations in urban social spaces which are essential for the sustainability of a market than solely short-term profit and unconnected customers.

In this study qualitative methods are used, including reviewing contents, semi-structured interviews with vendors and customers, and informant interviews.

Drawing from urban space theories, this paper argues that trendy markets catering for diverse market segments sustain their business. Once the market has shifted away from local Thai customers to main tourists, it loses its base and becomes vulnerable in territoriality negotiation.

The findings and model provide practice information for local authorities, town planners and night market operators in the design of open-air marketplaces. Such knowledge pinpoints the importance of connecting place and people in order to sustain a business.

Studies on mobile marketplaces are rare. The findings address the “detaching” process and consequence from the perspective of place attachment.

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-04-2021-0218

The paper aims to differentiate the differences of both night market experience and image between temporary residents and foreign visitors in Taiwan and to explore the relationship between experience and image.

Night market experiences comprise the dimensions of Schmitt's experiential marketing theory and night market image is analyzed by exploratory factor analysis. This research probes the socio‐demographics differences of experience and image between temporary residents and foreign visitors. Canonical analysis explores the experience‐image relationships.

Some socio‐demographics have relativity differences in night market experiences and images. Visitors have stronger thinking experience than temporary residents. Temporary residents have stronger image in atmosphere, while foreign visitors have general stronger images than temporary residents. Canonical analysis shows that visitors have stronger relationships between experience and image than temporary residents.

Marketing organizations must develop marketing strategies specific to cultural background and the length of residence of its specific visitors.

The paper provides the evidence showing that familiarity and novelty‐seeking would be of particular importance to examine whether experience and image are equally applicable to the various foreign visitors.

This study aims to examine the influence of benefits and risks for young women travellers on their intention to visit other night tourism destinations. It also compares any path differences between evening and midnight travels.

A face-to-face survey was conducted in Macau. Multi-group analysis was used to explore the differences between evening and midnight travels.

Emotional and epistemic benefits positively affect behavioural intentions; security risk negatively affects behavioural intentions, but the risk of sexual harassment does not affect behavioural intentions. Evening travellers pay more attention to emotional benefits than midnight travellers.

This study contributes to tourism research related to women by helping to understand the perceptions of the benefits and risks of young women travellers’ night tourism, especially the gender risks. This study corrects the understanding that young women travellers do not feel that the risk of sexual harassment affects their decision to undertake night travels. It also contributes to night tourism research by distinguishing the proportion of benefits and risks in evening and midnight travels.

本研究旨在考察年轻女性旅游者在夜间旅游中的利益和风险感知对其访问其他夜间旅游目的地意向的影响, 比较女性游客上半夜出游和下半夜出游之间的感知差异。

线下问卷调查在澳门进行, 使用多组分析方法探讨女性上半夜出游与下半夜出游的感知差异。

情感和认知的益处对行为意向产生积极影响。虽然安全风险对行为意向会产生负面影响, 但性骚扰风险并不影响行为意向。上半夜旅游者比下半夜旅游者更关注旅行对情感的益处。

本研究让读者了解到年轻女性旅游者对夜间旅游的利益和风险感知因素的看法, 尤其是对性别风险感知的看法, 对女性相关的旅游研究做出了贡献。这项研究改变了以往的认知, 即年轻女性旅游者不觉得性骚扰的风险会影响她们进行夜间旅行的决定。它还通过区分上半夜出游和下半夜出游的利益和风险比较, 为夜间旅游研究做出了贡献。

Este estudio pretende examinar la influencia de los beneficios y riesgos que tiene, para las jóvenes viajeras, su intención de visitar otros destinos de turismo nocturno. Asimismo, se compara las diferencias de trayectoria entre los viajes nocturnos y los de medianoche.

Se realizó una encuesta personal en Macao. Se utilizó un análisis multigrupo para explorar las diferencias entre los viajes nocturnos y los de medianoche.

Los beneficios emocionales y epistémicos afectan positivamente las intenciones de comportamiento, el riesgo de seguridad afecta negativamente las intenciones de comportamiento, pero el riesgo de acoso sexual no influye en las intenciones de comportamiento. Los viajeros nocturnos prestan más atención a los beneficios emocionales que en los viajes a medianoche.

Este estudio contribuye a la investigación sobre el turismo relacionado con las mujeres al ayudarnos a comprender las percepciones de los beneficios y riesgos del turismo nocturno de las jóvenes viajeras, especialmente los riesgos de género. Este estudio corrige nuestra idea de que las jóvenes viajeras no creen que el riesgo de acoso sexual afecte a su decisión de emprender viajes nocturnos. También contribuye a la investigación del turismo nocturno al distinguir la proporción de beneficios y riesgos en los viajes nocturnos y de medianoche.

This paper aims to propose a new model and examine how night market entrepreneurs have achieved a competitive advantage in strongly competitive markets.

Two statistics methods, multiple regression analysis and structural equation models (SEM), were used to test the hypotheses for a sample of 346 vendor cases.

The results indicate that competitive aggressiveness and being proactive are positively related to risk-taking among night market vendors, which, in turn, has a positive effect on innovativeness. Further, the findings also indicate that risk-taking positively influences innovativeness and, in a mediating role, also affects competitive advantages through innovativeness.

Results of this study suggest that if night market entrepreneurs demonstrate innovativeness, positively develop new products and new services and attract customers to buy them, then they will have unique and attractiveness in the night markets, thus giving themselves relative competitive advantage.

This research is the first comprehensive examination of entrepreneurship among night market entrepreneurs to study the competitive advantages of different facets, which may provide a benchmark for future studies.

Based on big data analytical and statistical techniques, this study aims to examine tourists’ shopping experiences at department stores and street markets in Phuket.

A Naïve Bayes machine learning algorithm was used to identify the most frequently used terms in TripAdvisor reviews of both department stores and street markets contributed by the same pool of 729 tourists.

A total of 18 out of 62 terms used were common in reviews of both shopping settings. However, the study found significant differences in the mean use of the 18 common terms and the likelihood of those terms being used in overall positive reviews.

The study’s findings indicate differences in tourist shopping experiences at department stores and street markets. Several concrete recommendations are made, including a greater focus on the linkage to the national characteristic of street markets, and particularly the quality of local fruit, to enhance the tourist shopping experience.

Understanding the differences between shopping malls and street markets from the tourist’s perspective would further enhance the coexistence of shopping malls and street markets in tourism-led growth cities. As such, using reviews of both shopping malls and street markets from an identical pool of tourists, the present study will analyse and compare tourists’ actual shopping experiences, thereby addressing this gap in the research canon via integrated statistical and big data analysis techniques.

This study aims to identify the sensory inputs that tourists use to shape their nightlife experiences.

The situations in three Southeast Asian cities, Bangkok, Kuala Lumpur and Singapore were examined, using tourist reviews posted on tripadvisor.com. A total of 460 data units concerning Bangkok, 373 data units concerning Kuala Lumpur and 453 data units concerning Singapore were compiled and manually analyzed to reveal the frequency of the primary sensory inputs used by the reviewers. Bivariate correlation analysis was additionally performed to reveal the co-occurrences of the sensory inputs that tourists used to form their impressions of each city.

The findings suggest that gustatory inputs were powerful yet unspecific, while visual inputs were vivid and conspicuous. Audio inputs added certain meaningful contributions to some extent for some tourists. However, the distribution of the sensory inputs differed across the three cities. Moreover, the contributions of the olfactory and tactile inputs are largely missing.

With the management of nightlife businesses (small or micro servicescapes), a thoughtful selection for the drink menu is necessary. When possible, a signature drink should be invented and promoted for each place. With the projection and promotion of tourist destinations as nightlifescapes, a sensory marketing approach should be considered. For example, nightlifescapes could be presented and promoted with unique drinks, good views of the city’s landmarks and interesting local music.

Prior to this study, little research has been carried out to investigate tourists’ nightlife experiences and their impressions of nightlifescapes. In addition, little has been done to identify the sensory inputs that tourists use to explain their experiences and impressions.

The purpose of this paper is to examine the effect of the physical environment of night markets in Taiwan, mediated by “renao” (translated as bustling with noise and excitement) on need fulfillment and shopping satisfaction.

Grounded theory, interviews and observation in Study One identify concepts important to understanding why consumers shopped in night markets. Study Two employs a survey method to test findings from Study One concerning relationships between fulfillment of social and hedonic needs, physical factors and renao on consumer perceptions of the night market.

This paper suggests dense physical environments of night markets serve needs of consumers in cultures with an interdependent self‐concept by creating renao. The physical environment impacts the social and experiential needs fulfilled by shopping there, ultimately affecting satisfaction with and use of the market. They also find the dynamics of renao in a collectivist society act as a mediating factor in this process.

The experience of being around many people creating bustle and excitement in the retail environment is important to need fulfillment and satisfaction of shoppers in this collectivist culture. Future research could expand to other collectivist cultures and compare results with those for shoppers in individualist cultures.

This research will help those in tourism and hospitality planning understand how socio‐cultural norms influence use of retail space and leisure shopping satisfaction.

This paper provides evidence that consumers in collectivist cultures may be more attracted to densely concentrated retail spaces.