The cultural sustainability of traditional market place in Africa: A new research agenda

Recent rural developments in the field of the built environment have led to a renewed interest in exploring residents' sense of community which has been associated with the harmonious relationship among diverse groups. However, limited studies have recognized the influence of neighbourhood market square on community development concept such as the sense of community in the rural areas of South-west, Nigeria as a city in Africa continent. A total number of three hundred and eighty-two (n = 382) quantitative survey data and seventeen (17) qualitative participants' observations were analyzed via structural equation modelling (SEM) version 22 and descriptive frequency of activities. Findings reveal that the utilization of market square positively impacted on residents' sense of community, while the paucity of frequencies of users' interactions and purpose is achieved. The research concludes that improvement in the quality of market square through a better planning, management, and design would enhance residents' sense of community and sustainability of the market in the rural areas.