International Journal of Travel.
Hospitality and Events Volume 4 Number 3 Year 2025 Pages 288-294 DOI: 10.
56743/ijothe.
e-ISSN 2828-2590 p-ISSN 2828-5093 The Night Market as a Space of Nostalgia Tourism:
Study Case in Tanjung Uban Fitriana Baitanu1* 1Diploma in Hospitality Study Program.
Department of Tourism.
Politeknik Bintan Cakrawala Email: fitriana@pbc.
Received on 22 August 2025
Revised on 26 September 2025
Accepted on 29 September 2025
ABSTRACT
Purpose: This study aims to examine the role of the Tanjung Uban Night Market as a space for nostalgia tourism.
The research focuses on identifying how three main elements local culinary heritage, market atmosphere, and social interaction act as triggers of nostalgia, and how these experiences influence perceived value, satisfaction, place attachment, and revisit intention.
Research methods: Data were collected through in-depth interviews with 20 purposively selected participants, consisting of local visitors, vendors, and domestic tourists.
A thematic analysis approach was used employed to identify patterns and themes related to nostalgic Results and discussions: The findings revealed that culinary specialties such as otak-otak, gonggong, and traditional snacks, together with the lively yet simple atmosphere and strong social interactions, serve as powerful nostalgia triggers.
These elements evoked emotional connections that enhanced visitor satisfaction, fostered cultural appreciation, and strengthened place The study highlights the importance of integrating nostalgia-based experiences into tourism strategies, positioning night markets as cultural and emotional spaces that foster visitor Implication: The results emphasize the importance of integrating nostalgia-based experiences into local tourism development strategies.
Policymakers and tourism stakeholders in Bintan should consider branding night markets not only as culinary destinations but also as cultural and emotional tourism spaces to enhance visitor engagement and loyalty.
Keywords: Nostalgia Tourism.
Night Market.
Culinary Heritage.
Tanjung Uban.
INTRODUCTION
Contemporary tourism has evolved to emphasize experiential and emotional value (Rather et al.
, 2.
Nostalgia tourism, where travelers seek experiences that evoke personal and collective memories, represents a significant trend within this evolution (Lee et al.
, 2.
The Tanjung Uban Night Market serves as a traditional public space with substantial potential to facilitate nostalgia-based experiences, thereby strengthening local cultural identity.
Functioning as both an economic hub and socio-cultural arena, the market supports local vendors while enhancing sense of belonging among visitors.
Its culinary offeringsAiotak-otak, gonggong, laksa, and traditional snacks act as powerful memory triggers that connect individuals to shared histories and cultural values (Liu et al.
, 2.
The market's vibrant yet modest atmosphere, characterized by distinctive lighting, aromas, and crowd dynamics, creates an immersive nostalgic ambience.
Social interactions between vendors and visitors foster togetherness, bridging present experiences with past traditions.
International Journal of Travel.
Hospitality and Events Volume 4 Number 3 Year 2025 Pages 288-294 DOI: 10.
56743/ijothe.
e-ISSN 2828-2590 p-ISSN 2828-5093 Figure 1.
The Activities and Atmosphere of Tanjung Uban Night Market [Source: Author, 2.
Recent conceptual developments identify nostalgia as a critical bridge between memory and identity, reinforcing social connectedness and belonging (Moreno et al.
, 2.
In Southeast Asia, night markets function as socio-cultural hubs where culinary heritage, vibrant atmospheres, and interpersonal interactions converge to create economic and cultural value (Mwesiumo et al.
Previous studies indicate that nostalgic experiences in tourism enhance visitor satisfaction, reinforce authenticity perceptions, and encourage loyalty and revisit intention (Yu et al.
, 2.
However, empirical research exploring night markets as nostalgia tourism spaces, particularly in Indonesia, remains limited.
This study addresses this gap by investigating how Tanjung Uban Night Market
serves as a venue for nostalgia tourism, where culinary elements, atmospheric ambiance, and social interactions collectively trigger nostalgic memories and shape visitors' perceived value, satisfaction, place attachment, and revisit
RESEARCH METHODS
This study employed a qualitative descriptive approach with data collection conducted through field observation and semi-structured interviews.
Participants 20 respondents were purposively selected, consisting of 10 local visitors, 5 vendors, and 5 domestic tourists who had visited Tanjung Uban Night Market.
For the data collection In-depth interviews were carried out between March and June 2025, focusing on visitor experiences, nostalgic memories, and perceptions of the night market.
Thematic analysis approach was used to categorize findings into three main themes : culinary elements, atmosphere, and social interactions.
Data triangulation was applied to increase validity.
RESULTS AND DISCUSSION
Variables Gender Respondent Profile Table 1.
Distribution of Respondents Categories Number of Respondents Percentage (%) Male International Journal of Travel.
Hospitality and Events Volume 4 Number 3 Year 2025 Pages 288-294 DOI: 10.
56743/ijothe.
Variables Categories Female Age (Year.
< 25 25 Ae 34 35 Ae 44 Ou 45 Respondent Type Local Visitor Vendor Domestic Tourist Frequency of Visit First-time visitor 2Ae3 times > 3 times e-ISSN 2828-2590 p-ISSN 2828-5093 Number of Respondents Percentage (%) (Source: Author, 2.
The demographic distribution shows that female respondents .
%) slightly outnumbered males .
%), reflecting findings in prior studies that women often express stronger nostalgic sentiments in tourism experiences.
Most participants were in the productive age groups of 25Ae34 years .
%) and 35Ae44 years .
%), indicating that nostalgia tourism appeals significantly to adults who associate night markets with childhood or family memories.
Local visitors made up half of the sample .
%), with the remainder comprising vendors .
%) and domestic tourists .
%), thus ensuring a multi-perspective representation.
In terms of frequency of visits, the majority .
%) had visited the night market 2Ae3 times, suggesting emerging loyalty, while 25% were frequent visitors (>3 time.
, reinforcing the role of night markets in fostering repeat visitation.
Table 2.
Thematic Analysis of Nostalgia Tourism Elements in Tanjung Uban Night Market Sample Quote from Theme Category Findings / Description Respondents Local foods such as AuWhen I eat otak-otak Traditional otak-otak, gonggong, here, it feels like going Culinary Food as laksa, and traditional back to my childhood Heritage Nostalgia snacks reminded visitors when my parents used to Trigger of childhood and family take me to the night Ay (Visitor, age .
AuThe Culinary products represents Bintan.
It is Symbol of reinforce Bintan cultural not just about taste but Local Identity identity and act as about heritage symbols.
Ay (Tourist, age .
The simple lighting.
AuThe lights and sounds Market Sensory crowded stalls, and here remind me of the Atmosphere Experience traditional music created old times, it feels like a a nostalgic ambience.
traditional fair from the International Journal of Travel.
Hospitality and Events Volume 4 Number 3 Year 2025 Pages 288-294 DOI: 10.
56743/ijothe.
Theme Social Interaction Category Findings / Description Emotional Satisfaction Atmosphere positive emotions and a sense of joy among VendorAe Visitor Interaction Conversations created emotional bonds and cultural intimacy.
Collective Memory Night market provided strengthening collective e-ISSN 2828-2590 p-ISSN 2828-5093 Sample Quote from Respondents Ay (Visitor, age .
AuI feel happy and because it reminds me of how life used to be Ay (Vendor, age AuTalking with the sellers community, not just as a Ay (Tourist, age AuComing here with my passing on my own memories to them.
Ay (Visitor, age .
(Source: Author, 2.
The thematic analysis highlights three main nostalgic elements: culinary heritage, market atmosphere, and social interaction.
Culinary experiences emerged as the most powerful nostalgia triggers, linking visitorsAo present experiences with childhood memories and cultural identity.
The atmosphere of the market created by lighting, sounds, and aromas was described as immersive and emotionally satisfying.
Meanwhile, social interactions, particularly with vendors and among families, reinforced collective memory and intergenerational connections.
Three elements collectively create nostalgic experiences.
Culinary Elements as Nostalgia Triggers Culinary elements were found to be the strongest trigger of nostalgic experiences at the Tanjung Uban Night Market.
As shown in Table 1, the majority of visitors .
%) were aged between 25Ae34 years, a group that frequently associates traditional food with childhood and family gatherings.
In line with this, respondents emphasized that local dishes such as otak-otak and nasi lemak evoked strong emotional memories:
AuEvery time I eat otak-otak here, it reminds me of my childhood when my mother used to buy it for me after schoolAy (Local Visitor, female, 27 year.
This personal memory was echoed by vendors who saw food as a medium of cultural continuity: AuWe still use the same recipe as our parents, so people come here to taste the food they grew up withAy (Vendor, male, 45 year.
These statements highlight that the culinary offerings not only satisfied hunger but also provided symbolic connections to the past.
Prior studies also suggest that food is a key carrier of nostalgia in tourism because it combines taste, memory, and identity (Sims, 2021.
Jang & Kim, 2.
Consequently, culinary experiences at the International Journal of Travel.
Hospitality and Events Volume 4 Number 3 Year 2025 Pages 288-294 DOI: 10.
56743/ijothe.
e-ISSN 2828-2590 p-ISSN 2828-5093 night market enhanced visitor satisfaction by creating affective bonds, thereby increasing the perceived value of the visit and strengthening revisit intention Atmosphere Creating Authentic Ambience The atmosphere of the Tanjung Uban Night Market played a vital role in reinforcing nostalgic experiences.
According to Table 1, 25% of respondents were aged 35Ae44 years, a group that frequently linked sensory experiences with childhood memories of night markets.
Respondents described the unique atmosphere through lighting, music, and traditional stall arrangements:
AuThe dim lights and music here feel just like the night markets I went to with my family when I was littleAy (Domestic Tourist, male, 38 year.
Such sensory triggers have been identified in prior research as powerful cues for nostalgia, as they enable visitors to relive past moments in the present (Cho, 2020.
Fairhurst, 2.
The layout of stalls and the smell of freshly cooked food also created an immersive environment that promoted relaxation and comfort.
Vendors reinforced this perception by intentionally maintaining traditional decorations:
AuWe try to keep the stalls looking the same as before, so people feel they are coming back to the old daysAy (Vendor, female, 41 year.
These findings suggest that the atmosphere did not only support commercial transactions but also facilitated affective experiences, enhancing perceived authenticity and strengthening attachment to the place Multi-sensory cues .
isual, auditory, olfactor.
constructed authentic experiences that generated emotional satisfaction(Mwesiumo et al.
, 2.
The lively crowd, simple lighting, and ambient sounds created an authentic nostalgic ambience.
Visitors compared the marketAos atmosphere to past communal gatherings, generating emotional satisfaction and joy.
Social Interaction Fostering Attachment Social interaction emerged as another key dimension fostering attachment and repeat visitation.
Based on Table 1, 45% of respondents had visited the market 2Ae3 times, and 25% more than three times.
This frequency indicates that community belonging and social bonds strongly influenced loyalty.
Visitors explained that conversations with vendors and other customers created a sense of connection:
AuI donAot just come here for the food, but also to chat with vendors IAove known since I was youngAy (Local Visitor, male, 32 year.
Similarly, tourists emphasized that night markets provided opportunities to feel part of local culture:
AuWhen I talk with locals while eating.
I feel like I belong to the community, even though IAom just visitingAy (Domestic Tourist, female, 29 year.
Such findings align with existing studies that highlight the role of social interaction in strengthening place attachment and revisit intention in cultural and heritage tourism (Nguyen & Lee, 2.
In this case, nostalgia was not only an individual emotional experience but also a shared social practice that bound people together.
International Journal of Travel.
Hospitality and Events Volume 4 Number 3 Year 2025 Pages 288-294 DOI: 10.
56743/ijothe.
e-ISSN 2828-2590
p-ISSN 2828-5093
CONCLUSION
This study concludes that the Tanjung Uban Night Market functions not only as a transactional economic space but also as an emotional and cultural arena that provides nostalgia-based tourism experiences.
Culinary heritage, market atmosphere, and social interaction serve as central triggers of nostalgia, which enhance visitor satisfaction, cultural appreciation, and revisit intention.
This study investigated the role of the Tanjung Uban Night Market as a space of nostalgia tourism, focusing on three key aspects: local culinary heritage, market atmosphere, and social interaction.
The findings demonstrate that culinary elements such as otak-otak, gonggong, and laksa act as powerful nostalgia triggers, while the sensory ambience of the market and interpersonal interactions foster emotional satisfaction and collective memory.
Collectively, these elements contribute to perceived value, visitor satisfaction, place attachment, and revisit Policymakers and tourism stakeholders in Bintan should integrate nostalgia-based branding into tourism strategies, positioning night markets as cultural and emotional destinations.
Efforts to preserve culinary traditions and enhance the marketAos atmospheric qualities can further strengthen its appeal.
Future research could explore nostalgia tourism in other local contexts or employ mixed-methods approaches for broader insights.
ACKNOWLEDGEMENT
The authors thank the visitors, vendors, and local community of Tanjung Uban for their participation and hospitality.
Special gratitude is extended to Politeknik Bintan Cakrawala for institutional support.
REFERENCES