LEVEL OF SATISFACTION AND SOME FACTORS AFFECTING THE DECISION TO CHOOSE NIGHT TOURISM SERVICES OF TOURISTS IN NHA TRANG, KHANH HOA PROVINCE

In the current trend of global tourism development, night tourism is emerging as a new model that promotes and enhances the growth of destinations. As a renowned tourist destination in Vietnam, Nha Trang considers night tourism as an integral part of the overall tourism development. Through on-site surveys and questionnaires administered to 200 tourists at various nighttime tourism activities in Nha Trang, this paper assesses the satisfaction levels and factors influencing the decision-making process of tourists regarding the use of night tourism products and services in Nha Trang, Khanh Hoa. The research results indicate that the majority of tourists express satisfaction with the nighttime tourism services and products in Nha Trang. Various factors impact tourists’ decisions, especially those related to safety and security, service quality, scenery, and hygiene. Based on these findings, the article also proposes recommendations to contribute to the development and improvement of the quality of night tourism products and services in Nha Trang, Khanh Hoa