The role of Facilities, Food and Program Content Quality on Night Markets Visitors’ Satisfaction and Continuous Visiting Behavior
DOI:
https://doi.org/10.31098/ijebce.v6i1.3051Keywords:
Facility, Food, Night Market, Program Content, Visitor Satisfaction, Continuous Visiting BehaviorAbstract
This study investigates the effect of the quality of facilities, food, and program content on visitor satisfaction and continuous visiting behavior of a night market. Using a quantitative approach, survey data from 184 visitors were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) to explore these relationships. The findings reveal that high-quality facilities, diverse and appealing food, and well-organized program content have significant effect on visitor satisfaction and continuous visiting behavior. The study extends the Expectation Confirmation Model by incorporating these specific attributes, highlighting the interplay of physical, sensory, and experiential factors unique to night markets. Practical implications include actionable insights for market organizers and entrepreneurs to optimize facilities, innovate food offerings, and design engaging programs to ensure visitor continued visiting behavior. This research provides a theoretical and empirical insights for understanding consumer behavior in non-traditional tourism settings; addressing gaps in the literature on night market as a local attraction that benefit the local economy.
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Copyright (c) 2026 Retno Ardianti, Stephanie Caroline
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