1 results listed
The study presented in this paper explored the night market’s image located in ASEAN
countries and the international tourists’ expectation from the travel bloggers’ perspective. Semistructure interviews were conducted with the well-known travel bloggers who experienced in
ASEAN travelling, especially for in ASEAN night markets particularly in Malaysia, Thailand,
and Singapore. The primary and secondary data were collected and analyzed by NVIVO as the
instrument in this study. Results showed that in terms of the practical factors the unique
environment, convenience location, and products reflecting the local tradition were the major
image. On the other hand, in terms of the intangible factors their image was described by
affordable price and a wide variety of products including foods and crafts. The image was a
combination of practical and intangible factors. The practical factors attracted the tourists’
attention to go to the night market in the first step, while the intangible ones were the elements
increasing their spending time and creating a memorable experience for the tourists afterwards.
Tourists were concerned with the location, atmosphere, and variety of products. However, they
also desired to see the convenient location which provided a unique environment or atmosphere
such as theme environment or traditional local atmosphere and wide variety of products. Results
also revealed the competitive position of the night market among ASEAN countries. Since a
few previous researches have focused on this field, this study contributed an advantage
including theoretical and managerial aspects related to corporations to create more
understanding in this context.
Business and Organization Research (International Conference)
BOR
Piyanuch Artraksa