One of the top tourist destinations in Korea during 2014 was Dongdaemun market, which is a representative traditional market that provides reasonably priced, fashionable products. Already constituting 43.1% of Korea’s foreign tourists, the number of Chinese tourists is expected to reach 14.88 million by 2020 at an average annual growth rate of 19.8%. The most important way to improve customer equity is by understanding a store’s attributes, so this study aims to investigate the effects of Dongdaemun fashion market’s store attributes on customer equity. A survey was conducted among Chinese tourists and structural equation modeling were used to test the hypotheses. The main findings of this study are: Store attributes appear to have an impact on all of the three drivers of customer equity. Value equity has a positive impact on the customer lifetime value (CLV). Also, brand equity and relationship equity were identified as having positive impacts on revisiting intention, regardless of the type of shopping mall. Based on these findings, we discuss implications for developing the customer equity of Dongdaemun’s traditional markets.

Tourists travel demand can be divided into the watch the natural landscape, such as shopping, entertainment and other projects. Each travel demand with motivation for meet the requirements of appropriate tourism space environment in order to complete. In this paper, through questionnaire investigation and SD (Semantic Differential) method for the basic attributes of shopping tourists and spatial characteristics of commercial pedestrian street. And analyzes the basic attributes of shopping as the main demand of tourists characteristics and the spatial characteristics of the suitable shopping demand, to provide a scientific basis for the design of tourist shopping space.