Asia Pacific University Library catalogue

A thesis submitted in fulfillment of the requirements for the award of the degree of Master in Euro-Asia Business Administration (UCMF1808EAMBA).

Night market street food culture has a long history. It has gradually become a cultural experience place for people who work fast paced in the city to ease the pressure and foreign tourists to experience local folk customs. Nanning belongs to the subtropical monsoon climate, with long summers and short winters. The sweltering climate makes locals like the cool leisure time of night markets. Secondly, Nanning is located at the transportation hub linking ASEAN countries. It is the centre of the integration of politics, economy, and culture. The unique geographical location and cultural characteristics have created a rich night market culture. Nanning Zhongshan Road Night Market is one of the main tourist attractions in Nanning. As with other destinations, a range of different specialties are available for visitors to choose from. It can be used as a tourist attraction, but certain factors still need to be improved to make street food more attractive to tourists. The purpose of this study was to describe the general attitude of domestic visitors to street food in Zhongshan Road Night Market in Nanning, and to identify the most important aspects in predicting their behavioural intentions. This study surveyed 410 visitors and used multiple regression models to identify food hygiene, emotions, food quality, service quality, satisfaction, and behavioural intent.