Customers Behaviour and Tourist Attraction Factors of the Bestari Jaya Night Market

Abstract

This research explored the customers’ characteristics, and their visitation and spending patterns at the Bestari Jaya Night Market in the district of Kuala Selangor. It also looked into the night market environment and examined the factors that contributed towards the liveliness of the night market so as to ascertain if it would be attractive to both customers and tourists to visit. The findings indicated that the Bestari Jaya night market environment had a medium to low impact since the night market was of average size, with medium traders’ and customers’ density and diversity, and that, on average the customers spend only about 35 minutes. They would usually go directly to the stalls where they had planned to get their supplies which was mainly cooked food. Factors that could attract tourists would be the location of the night market since it was situated close to other popular and established tourist attraction sites, that the safety and security of the area is assured by the local authority, the cleanliness and wholesomeness of the cooked food, and that the prices of items were reasonable. Additionally, the tourists could, in a short time, be able to catch a glimpse of the local culture and taste the local cuisine. The Bestari Jaya night market operated only on Fridays, but every evening there would be at least one night market that would be operating in the Kuala Selangor and Sabak Bernam districts. Thus, tourists would be able to visit the night market on any chosen evening.