Analyzing the factors of revitalization for physical improvement and cultural support activities on the traditional Market - A case Study on Motgol traditional market from the merchants point of view in Su-Won -

The purpose of this study is empirical research that affecting factor of the revitalization in the traditional market. this research was carried out a recognition survey, for measuring the level of revitalization, targeting the merchant in Research destination that the physical and non-physical improvement are coexisting. Then, has set up a research model analyze the factors of revitalization by using PLS structural equation. According to the results, it shows that non-physical revitalization factors have the relatively high recognition than physical factor. and merchants were recognized exchange activities between merchants as a higher factor for enabling market operations than the consumption-related activities and facilities. The affecting factors for attractiveness, income and sustainability of commerce are the facilities of pedestrian’s approach and information, exchanging support and variety of payment methods, exchanging with local residents, activities of various club and self motivations. The negatively affecting factors are various advertising methods and convenient and information facilities. besides exchanging with local children and events-festival was not affecting factor of the revitalization. Based on the analysis results, For real exchange programs for local communities and improve existing facilities for making continuous efforts are needed