 One of the main conclusions was that vendors frequently overestimated how positive the

visitors’ opinions were. Things like product variety, value for money, and vendor credibility
showed significant discrepancies between vendors’ assumptions that customers would view
night markets favorably and those of the customers themselves. The work challenges some
assumptions of service design logic and hypothesizes that, in the absence of improved vendor
comprehension of the viewpoints of the patrons, the longevity of night markets may be
jeopardized.

Citation: Lee, D. and Pearce, P. (2020). Shining a light on Asian night markets: vendors’ and
visitors’ views. International Journal of Tourism Cities, Vol. 6 No. 2, pp. 467-484.
https://doi.org/10.1108/IJTC-02-2019-0027

 The findings indicate that compared to non-vendors, night market vendors had higher rates of
eye and sleep-related issues. More women than men were impacted. The findings also showed
that most vendors and non-vendors were aware of the negative effects of bright lighting on
human health, with vendors being more likely than non-vendors to concur with this statement.

Citation: Nguyen, T. P. L., Peña-García, A. (2019). Users’ Awareness, Attitudes, and Perceptions
of Health Risks Associated with Excessive Lighting in Night Markets: Policy Implications for
Sustainable Development. Sustainability, Vol. 11, No. 6091. https://www.mdpi.com/2071-
1050/11/21/6091

 Due to its high salience and valence, food is the single factor that has the biggest impact on how
satisfied tourists are with their experiences at the night markets. However, it seems that price is
brought up most often, and usually in a bad way. It appears from a closer look at both the very
positive and very negative reviews that the visitors were pleased with the food’s flavor, variety,
affordability, and ambience. On the other hand, the tourists were not happy with the cleanliness
or the caliber of the seafood, nor with the overpricing, dishonesty, or rudeness. Thus, there are
advantages and disadvantages to eating experiences. Night markets can be disappointing due to
a variety of negative factors.
Citations: Kalnaovakul, K. & Promsivapallop, P. (2021). Dimensions of Night Market Visit
Experience Of International Tourists: An Analysis of Google Reviews of Night Markets in Phuket,
Thailand. Asia-Pacific Social Science Review, Vol. 21, No. 3.
https://www.researchgate.net/publication/355036599_Dimensions_of_Night_Market_Visit_Exp
erience_of_International_Tourists_An_Analysis_of_Google_Reviews_of_Night_Markets_in_Phu
ket_Thailand

 Night market vendors, who are crucial to the effective promotion and marketing of night
markets, need to build their trust factor in order to have a positive attitude toward customers
and encourage the higher behavioral intentions of consumers.

Citations: Liu, D. & Wang, K. et.al (2021). The Impact of Instagram Stories on Tourists’
Consumption Behavior in Smart City Night Markets. Mathematical Problems in Engineering, Vol.
2021. https://doi.org/10.1155/2021/5509265