Factors Influencing Tourists’ Decision-making on choosing night tourism products in the South Central Coast region, Vietnam

Abstract

The night economy is a significant part of the urban economy, and night tourism, a key component of this economy, which is increasingly drawing the great attention of governments and local authorities worldwide. The research on the development of night tourism is now highlighted as a means to enhance tourists' experiences, thereby boosting their satisfaction and intention to revisit tourist destinations. The South Central Coast region in Vietnam holds numerous advantages for tourism development, particularly in marine tourism, and enjoys a relatively mild climate year-round, making it ideal for the night tourism. Developing the night tourism in this economic region is crucial for improving the destination's competitiveness and diversifying its tourism offerings. This study employs a questionnaire survey method involving 524 tourists in the South Central Coast region to investigate the factors influencing their decisions to choose night tourism products in this area. The results indicate that the factors identified through the literature review and field surveys are important or very important by tourists when deciding on night tourism products, with quality and hygiene conditions as their primary concerns. Based on these findings, the recommendations have been made to enhance the quality of night tourism products and encourage tourists' decisions on these products.