Marketing is a combination of activities to motivate people to buy the product. A marketing programmecombines a number of aspects for an integrated, viable and strategic plan which is known as marketing mix. The marketing mix which consists of Product, Price, Promotion and Price was introduced by E. J. McCarthy in the year of 1960. This 4 Ps have been expanded its meaning and significance by marketing professionals to 8 Ps in order to better position the products strategically in the tourism market.

Definition of Marketing by American Marketing Association (AMA)2016: “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging of offerings that have value for customers, clients, partners, and society at large”

The Definition of Tourism varies source by source, person by person. There is no consensus concerning the definition of tourism and each and every institution define "Tourism" differently.

"See the world: It's more fantastic than any dream." (Bradbury once said). Indeed, seeing the world has always been a demand and tourism has alway been a worthy area to invest in. However, tourist behaviors have changed recently. And the question is: How travel company should adjust their business strategies to catch the trend?

The purposes of this study were to identify differences between three national groups (Chinese, Korean, and Japanese) using preferred night-time activities and attractions and preferred nighttime travel options and to examine differences in night-time activities participated in while in a particular destination (Jeju Island, South Korea) and in ratings of overall quality and satisfaction between the three national groups.