This study attempts to analyze the dimensions of the night market visit experience of international tourists. Based on a two-step analysis of 13,833 Google review comments collected for the nine most popular night markets in Phuket, two key dimensions—market experience and food experience—were identified. Overall, the tourists were highly satisfied with their night market experiences. The results of machine learning analysis using the KNIME analytics platform indicate that the market experience dimension was more positive in valence and higher in salience than the food experience dimension. In addition, food was found to be the most important component in both market experience and food experience dimensions. The content analysis results of both positive and negative reviews show factors that determine tourist satisfaction, including a variety of food and stores, affordable prices, and a pleasurable atmosphere. On the other hand, factors being of serious concern to tourists were also identified and are discussed, most of which relate to the food experience dimension, including food hygiene, staff attitude, and overcharging.
Keywords: Tourist experience, online-review, night market, PhuketAmuquandoh, F. E. (2011). International tourists` concerns about traditional foods in Ghana. Journal of Hospitality and Tourism Management, 18(1), 1-–9. DOI: https://doi.org/10.1375/jhtm.18.1.1
Ayeh, J. K., Au, N., & Law, R. (2016). Investigating cross-national heterogeneity in the adoption of online hotel reviews. International Journal of Hospitality Management, 55, 142-–153. DOI: https://doi.org/10.1016/j.ijhm.2016.04.003
Bammel, G., & Burres-Bammel, L. L. (1992). Leisure and Human Behavior, (2nd ed.). , Dubuque, IA: William C. Brown.
Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet—The state of eTourism research. Tourism Management, 29(4), 609-–623. DOI: https://doi.org/10.1016/j.tourman.2008.01.005
Cetin, G. (2020). Experience vs quality: Predicting satisfaction and loyalty in services. The Service Industries Journal, 40(15-–16), 1-–16. DOI: https://doi.org/10.1080/02642069.2020.1807005
Cetin, G., Kizilirmak, I., & Balik, M. (2017). The superior destination experience. Journal of Tourismology, 3(2), 33-–37. DOI: https://doi.org/10.26650/JOT.2017.3.2.0004
Chang, J., & Hsieh, A. T. (2006). Leisure motives of eating out in night markets. Journal of Business Research, 59(12), 1276-–1278. DOI: https://doi.org/10.1016/j.jbusres.2006.10.002
Chang, J., Min, Y., & Lin, Y. H.-P., & C.H. Chiang, C. H. (2007). Profiling Japanese tourists visiting night markets in Taiwan., Journal of Quality Assurance in Hospitality & Tourism, 8(2), 25-–44. DOI: https://doi.org/10.1300/J162v08n02_02
Chen, H. J., Lee, S. H., Chang, S. C., Hou, J. S., & Lin, C. H. (2008). Night market experience and image of temporary residents and foreign visitors. International Journal of Culture, Tourism and Hospitality Research, 2(3), 217-–233. DOI: https://doi.org/10.1108/17506180810891591
Chou, H. J. (2013). The effect of the visitor’s consumption experience and tourism image on tourist satisfaction and revisiting the intention of Taiwan’s night markets. GSTF Journal on Business Review (GBR), 3(1), 129 – 134. DOI: https://doi.org/10.7603/s40706-013-0006-2
Chuang, Y. F., Hwang, S. N., Wong, J. Y., & Chen, C. D. (2014). The attractiveness of tourist night markets in Taiwan–a supply-side view. International Journal of Culture, Tourism and Hospitality Research, 8(3), 333-–344. DOI: https://doi.org/10.1108/IJCTHR-09-2013-0067
Correia, A., & Kozak, M. (2016). Tourists` shopping experiences at street markets: Cross-country research. Tourism Management, 56, 85-–95. DOI: https://doi.org/10.1016/j.tourman.2016.03.026
C9 Hotelworks. (2020). Robust arrivals in 2nd half and India growth rebalance the Phuket tourism market. Retrieved November 13, 2020, from https://www.c9hotelworks.com/wp-content/uploads/2020/02/phuket-market-update-2020-01.pdf
Fang, B., Ye, Q., Kucukusta, D., & Law, R. (2016). Analysis of the perceived value of online tourism reviews: Influence of readability and reviewer characteristics. Tourism Management, 52, 498-–506. DOI: https://doi.org/10.1016/j.tourman.2015.07.018
Fuchs, G., & Reichel, A. (2011). An exploratory inquiry into destination risk perceptions and risk reduction strategies of first time vs. repeat visitors to a highly volatile destination. Tourism Management, 32(2), 266-–276. DOI: https://doi.org/10.1016/j.tourman.2010.01.012
Guo, Y., Barnes, S. J., & Jia, Q. (2017). Mining meaning from online ratings and reviews: Tourist satisfaction analysis using latent dirichlet allocation. Tourism Management, 59, 467-–483. DOI: https://doi.org/10.1016/j.tourman.2016.09.009
Hsieh, A. T., & Chang, J. (2006). Shopping and tourist night markets in Taiwan. Tourism Management, 27(1), 138-–145. DOI: https://doi.org/10.1016/j.tourman.2004.06.017
Huifeng, P., Ha, H. Y., & Lee, J. W. (2020). Perceived risks and restaurant visit intentions in China: Do online customer reviews matter?. Journal of Hospitality and Tourism Management, 43, 179-–189. DOI: https://doi.org/10.1016/j.jhtm.2020.04.005
Hung, H. K., & Wu, C.-C. (2020). Impact of night markets on residents’ quality of life. Social Behavior and Personality: An international International journalJournal, 48(8), e8316. DOI: https://doi.org/10.2224/sbp.8316
Jia, S. S. (2020). Motivation and satisfaction of Chinese and U.S. tourists in restaurants: A cross-cultural text mining of online reviews. Tourism Management, 78, 104071. DOI: https://doi.org/10.1016/j.tourman.2019.104071
Khorsand, R., Rafiee, M., & Kayvanfar, V. (2020). Insights into TripAdvisor`s online reviews: The case of Tehran`s hotels. Tourism Management Perspectives, 34, 100673,. https://doi.org/10.1016/j.tmp.2020.100673
Kikuchi, A., & Ryan, C. (2007). Street markets as tourist attractions – Victoria Market, Auckland, New Zealand., International Journal of Tourism Research, 9(4), 297-–300. DOI: https://doi.org/10.1002/jtr.606
Kirilenko, A. P., Stepchenkova, S. O., & Hernandez, J. M. (2019). Comparative clustering of destination attractions for different origin markets with network and spatial analyses of online reviews. Tourism Management, 72, 400-–410. DOI: https://doi.org/10.1016/j.tourman.2019.01.001
Kladou, S., & Mavragani, E. (2015). Assessing destination image: An online marketing approach and the case of TripAdvisor. Journal of Destination Marketing & Management, 4(3), 187-–193. DOI: https://doi.org/10.1016/j.jdmm.2015.04.003
Lepp, A., & Gibson, H. (2003). Tourist roles, perceived risk and international tourism. Annals of Tourism Research, 30(3), 606-–624. DOI: https://doi.org/10.1016/S0160-7383(03)00024-0
Liu, Y., Huang, K., Bao, J., & Chen, K. (2019). Listen to the voices from home: An analysis of Chinese tourists’ sentiments regarding Australian destinations. Tourism Management, 71, 337-–347. DOI: https://doi.org/10.1016/j.tourman.2018.10.004
Mak, A. H. (2017). Online destination image: Comparing national tourism organization`s and tourists` perspectives. Tourism Management, 60, 280-–297. DOI: https://doi.org/10.1016/j.tourman.2016.12.012
Padma, P., & Ahn, J. (2020). Guest satisfaction & dissatisfaction in luxury hotels: An application of big data. International Journal of Hospitality Management, 84, 102318. DOI: https://doi.org/10.1016/j.ijhm.2019.102318
Poolklai, S. (2015). Food safety in Thailand: A case of international senior tourists. Procedia-Social and Behavioral Sciences, 197, 2120-–2124. DOI: https://doi.org/10.1016/j.sbspro.2015.07.334
Promsivapallop, P., & Kannaovakun, P. (2017). A comparative assessment of destination image, travel risk perceptions and travel intention by young travelers across three ASEAN countries: a A study of German students. Asia Pacific Journal of Tourism Research, 22(6), 634-–650. DOI: https://doi.org/10.1080/10941665.2017.1308391
Promsivapallop, P., & Kannaovakun, P. (2018). Travel risk dimensions, personal-related factors, and intention to visit a destination: a A study of young educated German adults. Asia Pacific Journal of Tourism Research, 23(7), 639-–655. DOI: https://doi.org/10.1080/10941665.2018.1485718
Promsivapallop, P., & Kannaovakun, P. (2019). Destination food image dimensions and their effects on food preference and consumption. Journal of Destination Marketing & Management, 11, 89-–100. DOI: https://doi.org/10.1016/j.jdmm.2018.12.003
Promsivapallop, P., & Kannaovakun, P. (2020). Factors influencing tourists` destination food consumption and satisfaction: A cross-cultural analysis. Asia-Pacific Social Science Review, 20(2), 87-–55.
Promsivapallop, P., & Jarumaneerat, T. (2018). A cross-national comparative analysis of Destination Satisfaction and Loyalty Between Chinese and Australian Independent Tourists: A Study of Phuket. Asia-Pacific Social Science Review, 17(3), 30-–43.
Ritchie, J. B., Tung, V. W. S., & Ritchie, R. J. (2011). Tourism experience management research. International Journal of Contemporary Hospitality Management, 23(4), 419-–438.
Rittichainuwat, B. N., & Chakraborty, G. (2009). Perceived travel risks regarding terrorism and disease: The case of Thailand. Tourism Management, 30(3), 410-–418. DOI: https://doi.org/10.1016/j.tourman.2008.08.001
Sangpikul, A. (2018)., "The effects of travel experience dimensions on tourist satisfaction and destination loyalty: The case of an island destination.", International Journal of Culture, Tourism and Hospitality Research, 12(1), 106-–123. DOI: https://doi.org/10.1108/IJCTHR-06-2017-0067
Simeon, M. I., Buonincontri, P., Cinquegrani, F., & Martone, A. (2017). Exploring tourists’ cultural experiences in Naples through online reviews. Journal of Hospitality and Tourism Technology, 8(2), 220-–238. DOI: https://doi.org/10.1108/JHTT-10-2016-0067
Sönmez, S. F., & Graefe, A. R. (1998). Influence of terrorism risk on foreign tourism decisions. Annals of Tourism Research, 25(1), 112-–144. DOI: https://doi.org/10.1016/S0160-7383(97)00072-8
Sun, Y. M., Wang, S. T., & Huang, K. W. (2012). Hygiene knowledge and practices of night market food vendors in Tainan City, Taiwan. Food Control, 23(1), 159-–164. DOI: https://doi.org/10.1016/j.foodcont.2011.07.003
Svasti, P. (2016, May 12). Bangkok boasts numerous night markets, which are paradise for collectors of vintage artefacts., Bangkok Post, 12 May 2016,. https://www.bangkokpost.com/travel/969709/nocturnal-indulgence
Taecharungroj, V., & Mathayomchan, B. (2019). Analyzing TripAdvisor reviews of tourist attractions in Phuket, Thailand. Tourism Management, 75, 550-–568. DOI: https://doi.org/10.1016/j.tourman.2019.06.020
Tsai, C. T. L. (2013). Culinary tourism and night markets in Taiwan. International Journal of Business and Information, 8(2), 247-–266. DOI: https://doi.org/10.1016/j.tourman.2019.06.020
Widjaja, D. C., Jokom, R., Kristanti, M., & Wijaya, S. (2020). Tourist behavioral intentions towards gastronomy destination: evidence Evidence from international tourists in Indonesia. Anatolia, 31(3), 376-–392. DOI: https://doi.org/10.1080/13032917.2020.1732433
Wong, C. U. I., & Qi, S. (2017). Tracking the evolution of a destination`s image by text-mining online reviews-the case of Macau. Tourism Management Perspectives, 23, 19-–29. DOI: https://doi.org/10.1016/j.tmp.2017.03.009
Wongleedee, K. (2013). Food safety management: Concerns from EU tourists in Thailand. International Scholarly and Scientific Research & Innovation, 7(1), 94-–97. DOI: https://doi.org/10.5281/zenodo.1055655
Wu, H. C., Cheng, C. C., & Hsu, F. S. (2014). An assessment of visitors` behavioral intentions in the Taiwan tourist night market using a multilevel and hierarchical approach. Tourism Analysis, 19(2), 185-–197. DOI: https://doi.org/10.3727/108354214X13963557455685
Wu, M. Y., Wall, G., & Pearce, P. L. (2014). Shopping experiences: international tourists in Beijing`s silk market. Tourism Management, 41, 96-–106. DOI: https://doi.org/10.1016/j.tourman.2013.09.010
Yasami, M., Prom sivapallop, P., & Kannaovakun, P. (2020in press). Food image and loyalty intentions: Chinese tourists’ destination food satisfaction. Journal of China Tourism Research, (in press), DOI:. https://doi.org/10.1080/19388160.2020.1784814
Yiamjanya, S., & Wongleedee, K. (2013). Food safety and perceived risk: A case study of Khao San Road, Bangkok, Thailand. International Journal of Biological, Biomolecular, Agricultural, Food and Biotechnological Engineering, 7(1), 61-–67. https://DOI: doi.org/10.5281/zenodo.1071122