The Impact of Experience Elements in Dae-in Art Night Market on Place Image, Place Attachment, and Behavioral Intentions of the MZ Generation

T his study aims to analyze the effects of the experiential elements encountered by the MZ generation in the traditional market on place image, place attachment, and behavioral intentions. The MZ generation tends to prioritize personalized experiences over material consumption, and cultural and artistic activities in traditional markets can have a significant impact on their formation of place attachment. In this regard, the study empirically analyzes the effects of four experiential elements (educational, recreational, escapist, and aesthetic) experienced by the MZ generation at Daein Art Night Market in Gwangju on place image, place attachment, and behavioral intentions. The results show that escapist and aesthetic experiences positively (+) affected place image, place attachment, and behavioral intentions, while educational experiences positively affected place attachment and behavioral intentions and recreational experiences positively influenced emotional image and behavioral intentions. These results suggest that when experiential activities in traditional markets align with the values and consumption tendencies of the MZ generation, they can form a positive image of place and contribute to revisit intention and revitalization of the local economy.