Evaluation of urban nightlife attractiveness for Millennials and Generation Z

Nightlife attractiveness plays a significant role in the local economy as it contributes to various sectors such as hospitality, entertainment, and tourism. Millennials and Generation Z (Gen MZ) are the primary leaders of nightlife activities. This study aims to evaluate the nightlife attractiveness of Seoul focusing on Gen MZ all-nighters. Specifically, the nightlife attractiveness is evaluated based on data envelopment analysis (DEA) using smart card data and open data sources from Seoul. Nightlife attractiveness is defined as the number of Gen MZ floating population and their duration of stay, compared to the number of nightlife venues, i.e., bars, clubs, restaurants, karaokes, and cafes. The DEA model and Tobit regression model are used to evaluate the nightlife attractiveness of 161 Dong unit areas in Seoul and explore Gen MZ's preference for hotspots, respectively. The results show that, on average, the attractiveness score is estimated to be 0.87, suggesting a 0.13 increase in outputs to be the most attractive hotspot. Regarding individual preferences, Gen MZ all-nighters residing in rich suburban areas tend to spend their all-night at these hotspots. These findings provide insights into existing hotspots and areas with the potential to become hotspots in the future.