Analysis and Implications of FIRE Vulnerability in Traditional Markets in Republic of KOREA

Ryu Sang-il,Lee Ju-ho J-INSTITUTE 2016 International Journal of Human & Disaster Vol.1 No.2

When a fire breaks out in traditional markets, it is difficult for firefighters to put out early and thus causes bigger damage. This study set out to examine the fire vulnerability of traditional markets and the reasons for difficult fire suppression there and propose improvement measures to prevent a fire in traditional markets at a preliminary level. First, traditional markets are vulnerable to fires for the following reasons: property damage is a big charac-teristic in traditional market fires due to the goods stored in each store. There are many cases of using an elec-tric heating appliance among the stores in traditional markets, which heightens the probability that a fire will spread and become a bigger one. In addition, traditional markets have existed for more than 20 years literally, being subjected to the greater risk of damage due to the deteriorated buildings and high density of stores and to the higher possibility of spreading fires due to the fire vulnerability of goods. Second, it is difficult to take firefighting measures in case of fire in traditional markets despite their fire vul-nerability for the following reasons: it is an often case that fire trucks have a difficult time getting to the fire due to chaotic street vendors around the market, narrow paths, and vehicles that are illegally parked or stopped near the access road, fail to suppress the fire early, and witness the fire spread into a great one when a fire breaks out in a traditional market. There are many overhead arcades installed to block rain and sunlight in traditional markets, where the roads and paths are narrow and complex. Helicopters thus face limits with fire suppression by sprinkling water. Finally, most of merchants in traditional markets are in their fifties or sixties and have a difficult time using a firefighting facility themselves. Third, the concerned authorities need to do active inspection activities beforehand in fire hazard districts in order to manage traditional markets. The local governments often fail to designate and manage fire hazard districts and engage in fire prevention activities or special activities, thus exposing their vulnerability to fires. Furthermore, the education and training sessions are formally provided to the merchants in many cases, and many of them are old and have limits with using a firefighting equipment themselves in traditional markets. Fourth, store owners also experience difficulties with recovering damage through insurance after a fire breaks out in traditional markets: first, most of store owners are small business owners in traditional markets and have a difficult time with receiving fire insurance benefits in case of a fire, which is partly because the in-surance companies tend to avoid the undertaking of fire insurance for traditional markets with a high risk and partly because the small businessmen have a burden with purchasing insurance themselves. As a result, the fire insurance coverage is small in traditional markets, and the merchants face difficulties with minimizing their property damage in the recovery process after a fire break out. Based on those findings, the study proposed a couple of measures to prepare for the fire vulnerability of tra-ditional markets: first, fire prevention education should be provided to the merchants to alert them to a fire and help them develop response capabilities. Secondly, the local governments and firefighting authorities should reinforce the designation and management of fire hazard districts, provide training in which the merchants participate themselves in winter when the frequency of fire is high, and strengthen the special management for firefighting purposes.

전통시장의 환경 개선을 위한 인식 현황에 관한 연구-역사문화도시(서울특별시, 수원시, 강릉시, 청주시, 전주시, 경주시)를 중심으로-

심민섭,장광집 ( Kwangchib Chang ) 한국기초조형학회 2016 기초조형학연구 Vol.17 No.4

우리나라 전통시장은 추억과 삶이 녹아있는 곳으로 이용자에게 있어서 어린 시절에 대한 향수와 함께 우리 문화와 전통을 직접적으로 체험할 수 있는 공간이다. 최근 대형 유통업체의 등장으로 지역사회의 대표 공간인 전통시장이 쇠퇴하는 현상이 발생하면서 이에 따른 지역의 정체성 회복과 전통시장의 환경개선을 위한 사회적인 관심이 집중되고 있다. 특히 전통시장을 방문하는 이용시민과 시장을 운영하는 상인들에게 사회적 책임감을 인식하게 하는 상황에 까지 이르고 있다. 본 연구는 우리나라 6대 역사문화도시를 중심으로 전통시장의 활성화, 특히 시장 환경에 대한 실질적인 개선을 위해 적용할 수 있는 제안 지침을 마련하기 위하여, 도시의 발전과 전통시장의 의미, 정부 및 지자체의 지원정책과 환경개선사업의 추진 현황, 그리고 선도된 전통시장 환경디자인 사례를 확인하고, 전통시장의 활성화에 대한 제 이론을 고찰하였으며, 6대 역사문화도시 전통시장의 사용자 인식 경향과 개선점에 대하여 다각적인 방법으로 조사·분석하였다. 전통시장의 ‘이용자 특성 평가’ 결과는 전체적으로 장소성(3.57)과 지역성(3.45), 전통성(3.43)과 대체성(3.39) 측면에서 높게 평가되고 있었으며, 편리성(3.28), 집단성(3.12)에 있어서 낮게 그리고 쾌적성(3.04)에서 특히 낮은 평가를 보이고 있어 개선이 요구된다는 것을 확인할 수 있었다. 또한 전통시장의 ‘향후 전망에 관한 인식평가’ 결과는 통인시장(2.94)이 가장 높게 나타났고, 이어서 지동시장(2.92), 육거리시장(2.54)순으로 긍정적인 평가를 받았으며, 중앙시장(2.42), 성동시장(2.43)은 낮게 그리고 남부시장(2.16)은 특히 낮은 평가를 받으며 전통시장 전망에 대한 부정적인 평가가 이루어졌다. ‘활성화 요소 평가’ 결과는 편의시설의 확충(39.67%)이 가장 높게 평가되고 있었으며, 이어서 시설의 현대화(25.67%), 각종 이벤트(24.33%)순으로 나타났다. 의미적인 해석이 필요한 부분으로는 각 시장별 이용자와 상인의 인식 평가 결과의 차이를 확인할 수 있었다. 상인은 전통시장의 편리성, 쾌적성 면에서 개선의 욕구를, 이용자는 전통시장의 장소성, 대체성 그리고 지역성 면에서 개선을 필요로 했다. 향후 이용자와 상인의 요구사항과 그에 맞는 대처를 위한 섬세한 개선이 요구되는 부분이다. Historically, Korean traditional markets reflect people``s reminiscences and life, so visitors can directly experience Korean traditional cultures and be engrossed in nostalgic thought of their youth. However, as large retailers are recently taking the traditional market``s place, the traditional markets which used to be representative place of local society are getting declined. Thus, social concerns start to focus on restoring traditional markets`` identity and improving market environment. Moreover, people rise that all traditional market visitors and merchants also need to have a sense of social responsibility regarding this issue. In order to draw up guidelines for revitalizing traditional markets located in 6 historical and cultural cities, and suggestion which actually can be applied to substantive improvement of environmental design, this study looks into development of cities and meaning of traditional markets, current state of supporting policies and environment improvement, and examples of role-model traditional market``s environmental design. Based on these investigations, the study also considers and analyzes how to revitalize the 6 traditional markets located in historical and cultural cities and improve visitors`` awareness of the traditional markets in various aspects. The result of ``visitor trait evaluation`` of the traditional markets shows that location(3.57), regionality(3.45), traditionality(3.43), substitutability(3.39) are estimated high whereas convenience(3.28), sociality(3.12) are estimated low and especially, comfortability(3.04) is estimated very low so that we could see environmental improvement is required. Also, the result of ``evaluation regarding awareness of prospect of future`` of the traditional markets shows that Tongin market(2.94) is evaluated as the highest followed by Jidong market(2.92), Yukgeori market(2.54) whereas Jungang market(2.42), Seongdong market(2.43) and Nambu market(2.16) are evaluated low which means that visitors evaluated negatively against these markets. The result of ``factors of revitalization evaluation`` shows that expansion of amenities(39.67%) is evaluated as the highest followed by modernization(25.67%), various events(24.33%). The case which requires meaningful interpretation could be verified by the difference of the results of awareness evaluation conducted by the visitors and market merchants of each traditional markets. The market merchants require improvements in terms of convenience and comfortability and visitors require improvements in terms of location, substitutability, and regionality. According to the research, we verified that improved traditional markets should satisfy both market merchants and visitors and the improvement should be more specific in order to meet both visitors and merchants`` expectations in future.

지속가능한 전통시장을 생각해보다 : 인터뷰기법을 활용하여

이도희,이은서 한국콘텐츠학회 2024 한국콘텐츠학회논문지 Vol.24 No.2

전통시장은 오랜 전통과 우리 고유문화 및 생활을 담고 지역경제발전의 중심적인 역할을 해왔다. 또한, 적지 않은 소비자들은 여전히 전통시장을 찾고 있고 그들 나름대로의 욕구가 전통시장에서 충족되고 있다. 더욱이 인간성 상실이 더해가는 현대 생활 속에서, 전통을 고수하며 우리 고유의 향수를 충족시켜주는 전통시장은 또 다른 역할을 할 수 있다. 그러나 대형마트 및 편의점과 같은 유통업의 등장으로, 전통시장을 유지하고 활성화시키기 위한 노력을 꾸준히 해왔음에도 불구하고 전통시장의 현실은 여전히 열악하고 많은 문제점을 안고 있다. 이에 본 연구는 오늘날 퇴색되고 있는 전통시장의 존재의 이유와 더불어, 활성화 방안모색을 목적으로 두었다. 분석을 위하여, 전통시장 관련한 선행연구 검토를 바탕으로 문헌연구를 실시하였고, 일상에서 전통시장을 이용하고 있는 참여자를 대상으로 인터뷰를 실시하였다. 분석결과, 전통시장의 활성화를 위해서는 전통시장에 대한 이해와 인식의 저변확대를 위한 제도적인 차원의 지원이 필요하다는 것을 발견하였다. 또한, 전통시장 고유의 특징을 살리면서 고객에게는 생활의 활력소가 될 수 있는 “생활시장”, 나눌 수 있는 “소통시장”으로서의 기능이 가능할 수 있는 지속적인 방안이 모색되어야 할 것이다. Traditional markets have played a central role in maintaining tradition and unique lifestyle in local economic development. Many customers are willing to visit traditional markets to fulfill their personal needs and wants. In addition, traditional markets can play an important role in feeling nostalgia in dehumanized modern days. However, such roles of traditional markets have declined as large big supermarkets and convenient stores have appeared, providing convenient services in new town centers. In this study, we examine the reasons of existence of traditional markets and how to revitalize the traditional markets. For analysis of this study, we conduct literature reviews related to traditional markets and interview participants who currently visit traditional markets in their daily basis. As results, institutional and financial supports from local government are needed to revitalize the traditional markets. In addition, to make “livelihood markets” and “accessible markets”, unique and traditional culture should be emphasized in traditional markets.

도시 전통시장의 입체녹화 도입을 통한 활성화 방안에 대한 인식이 미치는 행동에 대한 연구

최재현 (사)한국정원디자인학회 2021 한국정원디자인학회지 Vol.7 No.3

본 연구의 목적은 실증적 분석을 통해 입체녹화 설치 시 전통시장의 활성화에 대해 입체녹화가 주는 영향에 대한 물리적 요소를 식별하기 위해 진행되었다. 대상지는 서울 도심에 위치하고 있으며, 국내 소비자뿐만 아니라, 외국인, 관광객 등의 발길이 끊이지 않고 도심 상권에 활력을 불어넣고 있는 전통시장으로 선정, 진행하였다. 본격적인 설문조사는 2019년 1월 28일부터 2월 22일까지 서울시내 전통시장을 이용자 또는 방문자를 대상으로 실시하였다. 그 결과, 총 515개의 설문지가 회수되어 본 연구의 분석에 사용되었다. 연구 결과는 다음과 같다. 첫째, 심리적 요소, 물리적 요소, 다양성, 기능적 요소, 안정성, 기대 및 활성화 인식과 같은 전통 시장의 활성화 요소는 모두 긍정적으로 나타났다. 둘째, 전통시장의 활성화 요소, 즉 물리적, 심리적, 기능적, 안정성 및 다양성 요소들은 기대와 활성화 인식에 직접적으로 영향을 미치는 것으로 나타났다. 또한, 기대 효과로는 활성화 인식에 긍정적인 영향을 미치는 것으로 드러났다. 셋째, 기대치가 물리적, 심리적, 다양성, 기능적, 안정성 요소 및 활성화 인식 사이의 관계에 미치는 간접적인 영향이 유의한 것으로 나타났으며, 소벨테스트 결과로 활성화 요소와 활성화 인식 사이의 관계가 중재 효과가 있음을 보여주었다. 이번 연구를 통해 전통시장의 활성화를 강조하면서 재래시장에서의 다차원 공원화를 통한 활성화 개념에 대한 종합적인 평가를 위한 척도를 제시했다. 본 연구의 결과는 재래시장의 기대와 활성화를 강화하기 위해 재래시장 활성화 요소의 우선순위를 결정하는 데 사용될 수 있을 것으로 예상된다. The purpose of this study is to conduct an empirical analysis to identify the elements of traditional markets containing multi-dimensional parks that have more influence on the expectations on the multi-dimensional parks and activation recognition. The target sites of this study are the traditional markets located in the heart of the city of Seoul; these places are visited by not only the ordinary consumers of South Korea but also many foreign tourists and invigorating the commercial districts in the downtown area. A survey was conducted for the consumers who used these traditional markets over the period from January 28 till February 22, 2019. As a result, a total of 515 questionnaires were recovered and used for the analyses of this study. The results of this study were as follows; First, the activation elements for traditional markets, such as the psychological element, physical element, diversity, functional element, stability, expectation, and activation recognition, were all positively related. Second, some of the activation elements for traditional markets, i.e., the physical, psychological, functional, stability, and diversity elements directly influenced the expectation and activation recognition directly. Also, the expectation turned out to have a positive influence on activation recognition. Third, it turned out that the indirect effect of expectation on the relationship between the physical, psychological, diversity, functional, stability elements and activation recognition was significant. In addition, the result of Sobel-test showed that the relationship between activation elements and activation recognition had a mediating effect. Through this study, the researcher suggested a scale for a comprehensive evaluation on the concept of activation, which is the ultimate goal, through the application of the multi-dimensional parks to traditional markets, while re-highlighting the activation of traditional markets. The findings of this study, it is expected, may be used to determine the priorities of the activation elements for traditional markets in order to enhance the expectation and activation of traditional markets.

도시활성화를 위한 전통시장재생방안에 관한 연구

왕흔요(Wang, Xin Yao),박부미(Park, Boomee) 인제대학교 디자인연구소 2018 Journal of Integrated Design Research (JIDR) Vol.17 No.3

연구배경: 지난날 전통시장은 주민 생활에 봉사하고 도시기능을 개선하는 역할과 도시 발전을 위한 중요한 공간으로서 경제적 활동을 제공하는 장소로써 의미를 가진다. 하지만 도시화 과정에서 전통시장은 사람들의 관심에서 점점 멀어져 가고 있으며, 그나마 열악한 환경에서 개조 또는 철거해야 하는 상황에 놓여있다. 비교적 적은 자본과 지속 가능한 방식을 바탕으로 사라져가는 전통시장을 살릴 수 있는 물리적·비물리적 재생에 대한 연구를 통해 전통시장의 가치를 보존하고 경쟁력을 높임으로써 지역뿐만 아니라 도시전체에 활력을 불어넣어 줄 수 있는 방안을 제시하고자 한다. 연구방법: 본 논문은 문헌과 사례에 대한 연구를 기반으로 해외 전통시장 재생 성공 사례를 분석하고자하였다. 건축물 외관, 내부 공간, 기초시설, 시장 활동, 그리고 관광문화 등 도시 활성화의 측면의 5가지 성공 요소를 통하여 분석하였다. 대표적 전통시장인 국제시장을 대상으로 현장조사 및 심층 면접을 실시하여 문제점을 도출하였다. 국제시장에 대한 분석된 내용과 해외 전통시장의 성공 요소들과 연계하여 합리적인 시장 재생 방안을 제시한다. 연구결과: 해외 전통시장의 사례와 국제 시장의 문제점을 연계한 결과로는; 1. 건축물 외관 디자인의 혁신, 2. 시장기능의 다원화와 통합, 3. 기초 시설 설치 및 개선, 및 609창의공간의 청년들 중심의 시장 활동 활성화, 4. 지역만의 특색을 알리는 전시관, 공공시설 등의 문화공간의 확충 그리고 5. 해양수도 부산만의 컨텐츠를 살린 여행 관광업 개발 등 다섯 가지의 재생방안을 제시한다. 결론: 해외 전통시장은 전통 시장 공간의 내·외적인 변화와 문화 활동을 중심으로 다양한 컨텐츠를 적용하여 성공적인 시장재생을 구현하였다. 즉, 다양한 전통시장재생의 측면 중에서 공간 기능의 통합이나 개선 등의 물질적인 공간 환경 측면뿐만 아니라 단순한 상업적 활동이 이루어지는 제한적 공간이 아닌 문화적 활동과 경험적 행위가 제공될 수 있는 비물질적인 문화 환경 측면도 함께 개발되어야 한다. 이를 통하여 공생적 장소로서의 전통시장으로 재생된다면 발전과 경쟁력을 갖춘 지역의 시장이 될 것이다. 부산의 대표적인 전통시장인 국제시장도 물리적인 공간 환경 개선뿐만 아니라 비물질적인 측면에서의 문화적 컨텐츠와 스토리를 적용한 새로운 측면의 전통시장재생을 통하여 미래의 경쟁력을 확보하고 올바른 재생의 모범이 될 것이다. Background: The traditional market has played an important role in the development of the city and served residents" lives. It is one of the important components of the improvement of urban functions. However, in the process of urbanization, many traditional markets are slowly losing people"s focus, and the traditional market has already encountered a serious crisis of survival, so many traditional markets are faced with the situation of reform or demolition. However, the regeneration of traditional markets can enhance the competitiveness of traditional markets in a relatively small cost and sustainable way, and stimulate the vitality of the whole region and the whole city. Methods: Based on the literature research, this thesis analyzes the successful cases of overseas traditional market regeneration from the perspective of urban activity, and summarizes the success factors of overseas traditional market. Through field investigation and in-depth interview analysis of the current situation and existing problems of international market, combined with the successful experience of foreign traditional markets, the thesis puts forward a reasonable regeneration scheme. Result: Comparing the successful experience of the traditional overseas market and the current situation of the international market, it is found that there are many problems in the development of the international market. In response to these problems, a regenerative plan is proposed for the renewal of the international market from the aspects of innovating architectural appearance design, compounding multiple functions, perfecting matching infrastructure, enriching market activities and developing tour and tourism. Conclusion: As the most famous international market in Busan, the problems encountered in the process of development are also encountered in many traditional markets. Perhaps, the removal of the traditional market or reconstruction in different places is not the best option. Proposing a reasonable regeneration plan is the right way to develop the traditional market in the future.

The Competitive Strategy of Traditional Markets in the Jeju Region

Jung Hee Kim 한국유통과학회 2016 KODISA ICBE (International Conference on Business Vol.2016 No.-

This article was described for the purpose of understanding a characteristic and present situation of Traditional Markets in Jeju and practiced to provide that build or deplete strategy of sphere. The authors indicated the problems that Jeju's traditional markets are confront with: small scale, bipolarization of category in retail store, insufficiency of convenience facilities, weak of sales and marketing promotion, inadequacy of customer satisfaction management. We analyzed the characteristics and status of Jeju traditional markets and explore ways to strengthen competitiveness of Jeju traditional markets with using secondary data. As a way to strengthen the competitiveness of Jeju traditional markets, it presented separately in the structural aspects and store management aspects of traditional markets. Competitiveness problems of the traditional markets is prerequisite creation should be approached from the perspective of coexistence that mutual development. Therefore, the competitive strategy in Jeju's traditional markets are premised on complementary cooperation partnership rather than competitive relationship with discount retail store and the balanced development of regional economy, improvement of resident's quality of life, maintenance of employment, and creation of job. Moreover, marketing strategy of Jeju's traditional markets must necessitate selection of target segmentation market and the theory forme to develop a competitive advantage.

전통시장 모집단 현행화의 필요성

Chul-Sung Lee,Young-Ki Kim,Seung-Hee Kim 한국유통과학회 2019 유통과학연구 Vol.17 No.4

Purpose – Statistics of Traditional Market is the only source of information on traditional markets, shopping street, and underground shopping street. The government conducts a survey of traditional market conditions every year to look at the current status of traditional markets and provide effective support. Therefore, this study examines the necessity and validity of updating about the Survey Population of Traditional Market Research design, data, and methodology – This study investigated the necessity of updating about the Survey Population of Traditional Market through literature review. Therefore this study examined the necessity of the current population based on the review of the population related to the sample design, methods, and the sampling frame. Next, we examined the change patterns of the population and the sample by dividing the population and sample of the current survey of the traditional market survey into the market unit, the store unit within the market, and finally the individual store unit. Results – As a result, the population of traditional market changes about 4~6%. Next, the analysis of the store unit in the market shows that the number of stores is very variable even though the market is continuously included in the survey target. Finally, as a result of examining the characteristics of individual stores, the stores with less than one year were more than 6% of the total surveyed stores based on the traditional market. These results are generally inconsistent with the idea that stores in traditional markets will operate for a long time in one place. Next, we proposed the establishment of a management system, applying Citizen Generated Data, and circulation survey. Additionally, this study proposes to change the stratification variables at the regional level rather than the market unit. Conclusions – Therefore, in this study, it is suggested that a current population of traditional market is needed updating, and that a population survey should be updated at least four years. In addition, a system for investigating traditional markets and districts was established and a circulation survey was proposed for efficient use of budgets. Based on these research results and policy suggestions, the future research directions are suggested.

전통시장의 토지이용특성에 관한 연구

김기원,서충원 한국부동산학회 2019 不動産學報 Vol.77 No.-

1. CONTENTS (1) RESEARCH OBJECTIVES The traditional markets are recognized as the physical mediator that performs various function to contain local residents’ culture and history. The traditional market in Yongin is located in Yongin-city, which was opened in 1960 and has the long history of about 60 years. There are 535 stores and employees are about 2,000. The traditional market in Yongin contributes to offer opportunities both purchase of goods to people and hiring labor to small retail business owner. Although the market in Yongin has the historical background, it is losing the functions of traditional market due to the lack of improvement of facilities as well as the change of purchasing behavior, Therefore, the purpose of the study is to find the implications for facilitating the traditional market based on the analysing land-use characteristic. (2) RESEARCH METHOD We define the definition of the traditional market and review the developing process. To analyse the land-use characteristic of the traditional market in Yongin, the characteristic is divided into four categories: land price change, the physical factors in building, the retail characteristic, and the community facility factor. We investigate the four factors by applying the spatial analysis and the community survey. (3) RESEARCH FINDINGS The results show that land price is noticeably increased around of the parking facility due to the improvement of the geographical accessibility to the market. According to the clustering analysis, the traditional market area tends to have the homogeneous characteristic among the 203 buildings. 2. RESULTS As the result, strategies to promote the traditional market should be pursued in the consideration both the physical factors as well as the social environment in order to propose the strategy for revitalizing of the traditional market in Yongin. 3. KEY WORDS ∙ Traditional Market, Yongin traditional market, Land-use Characteristic

체험마케팅 관점에서 본 전통시장 활성화 전략에 관한 연구

김윤지,이창우 한국문화공간건축학회 2022 한국문화공간건축학회논문집 Vol.- No.77

Traditional markets have long been an attractive place for which social interaction beyond the functional role of commerce by establishing close relations with local communities. In the 1990s, traditional markets began to get ignored due to changes in the distribution environment and consumer awareness caused by rising incomes. Therefore the government has been providing continuous support to revitalize traditional market. However, traditional markets have not been able to differentiate themselves from traditional markets with uniform, imitative improvement. The approach to revitalizing the traditional market should focus on the cultural enjoyment and experience of consumers, and new perspectives and attitudes on the traditional market are required. This study investigates the spatial elements of traditional markets and analyzes traditional markets from the perspective of experiential marketing. In addition, strategies for revitalizing traditional markets are derived through the marketing theory "experience marketing" based on the experience of consumers. The survey was conducted on three different traditional markets that are believed to be successful. As a result, it provides an opportunity to understand the important factors and clues in order to complete the systematic strategy for revitalizing the traditional market. Furthermore, Traditional markets are closely connected relationship with strategic experience modules. Complementing insufficient marketing elements can lead to positive effects on the activation of the traditional market.

The Effect of Marketing Communication upon Store Loyalty at Traditional Market : Focused on Shopping Value and Shopping Experience at Traditional Market

Moo-Yong Song,Hoe-Chang Yang 한국유통과학회 2012 KODISA ICBE (International Conference on Business Vol.2012 No.-

This study examined marketing communication at traditional market that consumers cognized. Customers who had brand loyalty liked to buy the brand again despite another businesses' active marketing(Oliver, 1999), and the brand did not lose customers at competition with other businesses (Barsky, 1994; Reichheld & Sasser, 1990) owing to marketing communication. This study examined effects of marketing communication factors at traditional market upon consumers' store loyalty to give consumers marketing communication messages and to find out consumers' practical value and hedonic value that were moderating variables. The study investigated that experienced consumers and unexperienced ones at traditional market could cognize the market at same level, and it examined outcome of traditional market development as well as future strategies. The results of this study are as follows: The ones who experienced traditional market thought much of either physical environment or word-of-mouth marketing more than the ones who did not experience the market. In other words, consumers who made use of traditional market did not think of physical environment in affirmative way, and the ones who did not make use of traditional market that traditional market had poor physical environment. However, consumers who did word-of-mouth marketing experienced traditional market in affirmative way. The consumers who made use of traditional market had significantly high hedonic value and/or practical use value so that strategies should be made to let consumers make use of traditional market more. The consumers who experienced use of traditional market had high market loyalty: So, the findings were found to be significant. Other factors than advertising had significantly positive influence upon marketing communication sub-factors and store loyalty. The word-of-mouth marketing was found to be more important than other factors were, so that affirmative word-of-mouth marketing was needed from v