The purpose of this study is (1) to analyze why tourists visit marketplaces, and what attracts them to visit such marketplaces, (2) to observe the marketplace behavior of tourists while attempting to define the role of marketplaces as a tourist attraction, and (3) to clarify the specific characteristics of such tourist consumer behavior. In the present study, the marketplaces targeted for my survey are "Tsukiji Fish Market" (Tokyo, Japan) and "Chagalchi Market" (Pusan, Korea). This study concludes that tourists visit marketplaces in order to enjoy unique foreign sights and sounds unavailable in their home country, and that the marketplace is looked upon as one tourist spot with such charm. In addition, in visiting marketplaces, tourists seek not to do ordinary shopping, but instead are in search of novel goods and uncommon experiences. Shopping at a marketplace means for tourists a rich experience to be treasured and remembered.
