Street markets as tourist attractions—Victoria Market, Auckland, New Zealand

Abstract

Abstract The paper reports findings from a qualitative study of 25 respondents visiting Victoria Market, New Zealand as to their motives for visiting a market, and their perceptions of this specific market. Open‐ended questioning based on semi‐structured conversation created data analysed using the neural network program CATPAC. The findings note three forms of shopping, the role of cultural components in the market and an appreciation of the market's colourful ambience. However, visitors from Europe still tended to look for value for money when buying objects and had concerns over perceived ‘authenticity’ while Asian shoppers tended to value more the overall ambience. Copyright © 2007 John Wiley & Sons, Ltd.