"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.

As the paradigm of humanity in the 21st century, sustainable development is particularly concerned. Hence, literature have been gradually completed in the recently mentioned field as well as in regional and tourism sustainable development. Since the early of 1990s, the concept of sustainable tourism, which refers to the inclusion of management of using local resources so that do not exceed the capacity of tourism spots to preserve the local culture and environment as well as to maintain and to increase the satisfaction of both tourists and residents, has become a desirable goal.