The Korea Local Administration Review

Traditional markets have emerged as an important factor in promoting local tourism in terms of providing access to life forms and representative food and specialty products unique to the region. In addition, local governments are paying attention to the traditional market as the base for the backward and declining reconstruction and regional economic revitalization.
Thus, this study presents a comprehensive direction for the revitalization of traditional markets by understanding the structural impact relationship between traditional market regeneration, tourist attractiveness, satisfaction level and behavioral intention, and the parametric effects of tourist attractiveness and satisfaction. In order to achieve the purpose of the study, 224 customers who visited the Jeongnamjin Jangheung Saturday Market were analyzed using SPSS 20.0 and AMOS 22.0 programs. Using Structural Equation Modeling the fit and the effect relationship of the whole model were tested.
Analysis shows that traditional market regeneration has a positive (+) influence on tourist attractiveness and indirect influence on satisfaction and behavioral intentions by means of a medium effect such as tourist attractiveness, and tourist attractiveness has positive (+) influence on satisfaction and indirect effect on behavioral intentions by mediating effect of satisfaction.
Therefore, when promoting the traditional markets, it is necessary to concentrate on enhancing tourist attractiveness as well as the modernization of facilities and modernization of management, and it is necessary to find factors that can sufficiently show tourist attractiveness (experientiality, novelty, warmth and friendliness) in the physical, economic, and cultural regeneration. This implies that tourist attractiveness should be emphasized, especially when carrying out promotions and marketing.

□ Keywords: Traditional Market, Regeneration, Tourist Attractiveness, Satisfaction, Behavioral Intention, Structural Equation Modeling