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

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.