The Roles of Structural Features, Micro-Entrepreneurial Behavior, and Visitor Experience on Vendor Performance in Bangkok Night Markets

Abstract

This study investigates the key factors in the success of Thai night markets, paying special attention to suppliers operating in Bangkok. With the increasing challenges of urban development, rising real estate costs and changes in consumer behavior, the study explores how structural and organizational characteristics, micro-entrepreneur behavior and tourist experience behavior interact to affect the performance of suppliers. Based on a variety of theoretical frameworks, including McKinsey 7S model theory, experience economy theory and S-O-R model， this study adopts a hybrid method to combine on-site interviews and review analysis. Research results show that structural and organizational characteristics such as layout, hygiene and signage significantly affect the visitor experience, which affects the performance of suppliers..