Night tourism products impact on tourists' satisfaction and return intentions - A case study in Nha Trang

Abstract

This article tests five models of night tourism products (specifically: Artistic and Cultural Performances, Health Care Sports, Night Cuisine, Night Entertainment Shopping, and Night tourism) in Nha Trang have an impact on tourists' satisfaction (SHL) and intention to return (YDQL) of domestic tourists when they visite à Nha Trang – Khanh Hoa. By using the methodology of quantitative research, after collecting data from domestic tourists visiting to Nha Trang - Khanh Hoa, there are a sample of 600 valided for analysis. The questionnaire was surveyed between May and July 2024. The article uses confirmatory factor analysis and structural modeling to examine data collected through SPSS 25.0 and AMOS 24.0 software. The results show that all 5 models of night tourism products: Cultural and artistic performances, Health care sports, Night cuisine, Night entertainment shopping, and Night tourism all have a direct impact on tourists' satisfaction and indirectly to intention to return of domestic tourist. Tourists' satisfaction acts as a full intermediary in these relationships. “Night Cuisine” is the top priority factor for domestic tourists when experiencing night tourism in Nha Trang, the “Cultural and artistic performances” factor receives less attention. From there, the author proposes policy implications on developing, diversifying and improving the quality of night tourism products to improve tourists' satisfaction and tourists' intention to return in Nha Trang – Khanh Hoa.