Abstract
The purpose of this study is to analyze significance of open air markets both for visitors and vendors. The case for study is the Shizukuisi Keitora-Ichi which is one of the most famous and successful open air markets in Japan. The results are following: 1) Visitors come to the market for buying fresh, new, and more reasonable agricultural & fishery products, enjoying the atmosphere like festival, and communication with the vendors. 2) Vendors can constantly expect a large income by cash at one day, and get needs of consumers directly and useful information of other open markets from other vendors. 3) The advantages above are created by good communication with visitors and vendors in a crowed street.
