Night tourism, increasingly recognized as integral to the travel experience, has gained attention for its impact on overall tourist satisfaction. This article offers a comprehensive analysis of night tourism development in Vietnam’s coastal cities, focusing on Nha Trang and Quang Ngai, as representative cases of mature and emerging destinations, respectively. Utilizing the Importance-Performance Analysis (IPA) tool, the study aims to provide practical insights for sustainable night tourism. Surveys with 524 domestic tourists were conducted to evaluate perceptions and satisfaction levels. Nha Trang emphasizes accessibility and vibrant nightlife, with a focus on the night market and outdoor shows. Conversely, Quang Ngai highlights its night landscape, dining options, and shopping areas. Recommendations for both destinations include enhancing entertainment offerings and reassessing priorities based on tourist preferences. The study underscores the need for tailored strategies to foster sustainable night tourism development that aligns with evolving tourist demands in coastal cities like Nha Trang and Quang Ngai.

1. Alonso-Almeida, M. del M., Fernández Robin, C., Celemín Pedroche, M. S., & Astorga, P. S. (2017). Revisiting green practices in the hotel industry: A comparison between mature and emerging destinations. Journal of Cleaner Production, 140, 1415–1428. https://doi.org/10.1016/j.jclepro.2016.10.010
2. Arora, S. D., & Mathur, S. (2020). Hotel pricing at tourist destinations – A comparison across emerging and developed markets. Tourism Management Perspectives, 35. https://doi.org/10.1016/j.tmp.2020.100724
3. Bi, J. W., Liu, Y., Fan, Z. P., & Zhang, J. (2019). Wisdom of crowds: Conducting importance-performance analysis (IPA) through online reviews. Tourism Management, 70, 460–478. https://doi.org/10.1016/j.tourman.2018.09.010
4. Boley, B. B., McGehee, N. G., & Tom Hammett, A. L. (2017). Importance-performance analysis (IPA) of sustainable tourism initiatives: The resident perspective. Tourism Management, 58, 66–77. https://doi.org/10.1016/J.TOURMAN.2016.10.002
5. Chen, N., Wang, Y., Li, J., Wei, Y., & Yuan, Q. (2020). Examining Structural Relationships among Night Tourism Experience, Lovemarks, Brand Satisfaction, and Brand Loyalty on “Cultural Heritage Night” in South Korea. Sustainability 2020, Vol. 12, Page 6723, 12(17), 6723. https://doi.org/10.3390/SU12176723
6. Chevrier, M. H. (2019). Nocturnal ritual activities in tourist development of pilgrimage cities. Journal of Policy Research in Tourism, Leisure and Events, 11(3), 436–454. https://doi.org/10.1080/19407963.2019.1585362
7. Christou, P., Pericleous, K., & Papatheodorou, A. (2022a). Dazzled by the strobe lights: Tourist experience and complexity in the night-economy. Journal of Hospitality and Tourism Management, 52, 452–458. https://doi.org/10.1016/j.jhtm.2022.08.001
8. Chuang, Y. F., Hwang, S. N., Wong, J. Y., & Chen, C. Der. (2014). The attractiveness of tourist night markets in Taiwan – A supply-side view. International Journal of Culture, Tourism, and Hospitality Research, 8(3), 333–344. https://doi.org/10.1108/IJCTHR-09-2013-0067/FULL/XML
9. Cong, L. C., & Chi, T. T. V. (2021). The Sustainability of Marine Tourism development in the South Central Coast, Vietnam. Tourism Planning and Development, 18(6), 630–648. https://doi.org/10.1080/21568316.2020.1837226
10. Dash, G., & Paul, J. (2021). CB-SEM vs PLS-SEM methods for research in social sciences and technology forecasting. Technological Forecasting and Social Change, 173, 121092. https://doi.org/10.1016/J.TECHFORE.2021.121092
11. Deng, W. (2007). Using a revised importance-performance analysis approach: The case of Taiwanese hot springs tourism. Tourism Management, 28(5), 1274–1284. https://doi.org/10.1016/j.tourman.2006.07.010
12. Djeri, L., Stamenković, P., Blešić, I., Milićević, S., & Ivkov, M. (2018). An importance-performance analysis of destination competitiveness factors: case of Jablanica district in Serbia. Economic Research-Ekonomska Istrazivanja , 31(1), 811–826. https://doi.org/10.1080/1331677X.2018.1456351
13. Dwyer, L., Armenski, T., Cvelbar, L. K., Dragićević, V., & Mihalic, T. (2016a). Modified Importance–Performance Analysis for Evaluating Tourism Businesses Strategies: Comparison of Slovenia and Serbia. International Journal of Tourism Research, 18(4), 327–340. https://doi.org/10.1002/jtr.2052
14. Dwyer, L., Dragićević, V., Armenski, T., Mihalič, T., & Knežević Cvelbar, L. (2016b). Achieving destination competitiveness: an importance–performance analysis of Serbia. Current Issues in Tourism, 19(13), 1309–1336. https://doi.org/10.1080/13683500.2014.944487
15. El-Adly, M. I., & Eid, R. (2016). An empirical study of the relationship between shopping environment, customer perceived value, satisfaction, and loyalty in the UAE malls context. Journal of Retailing and Consumer Services, 31, 217–227. https://doi.org/10.1016/j.jretconser.2016.04.002
16. Eldridge, A., & Smith, A. (2019). Tourism and the night: towards a broader understanding of nocturnal city destinations. In Journal of Policy Research in Tourism, Leisure and Events (Vol. 11, Issue 3, pp. 371–379). Routledge. https://doi.org/10.1080/19407963.2019.1631519
17. Elshater, A., & Abusaada, H. (2022). Effects of nightlife activities on urban spaces and design: a case study of Cairo, Egypt. City, Territory and Architecture, 9(1). https://doi.org/10.1186/s40410-022-00150-9
18. Guo, Q., Lin, M., Meng, J. H., & Zhao, J. L. (2011). The development of urban night tourism based on the nightscape lighting projects-A case study of Guangzhou. Energy Procedia, 5, 477–481. https://doi.org/10.1016/j.egypro.2011.03.083
19. Hair, J. (2009). Multivariate Data Analysis. In Faculty and Research Publications. Pearson Prentice Hall. https://digitalcommons.kennesaw.edu/facpubs/2925
20. Hair, J., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM) (3nd ed.). SAGE Publications.
21. Hsieh, A. T., & Chang, J. (2006). Shopping and Tourist Night Markets in Taiwan. Tourism Management, 27(1), 138–145. https://doi.org/10.1016/J.TOURMAN.2004.06.017
22. Hu, H., & Hou, Y. (2021). Study on Spatial Distribution and Sustainable Development of Night Tourism Resources:Take the Central Guilin as an Example. IOP Conference Series: Earth and Environmental Science, 766(1). https://doi.org/10.1088/1755-1315/766/1/012088
23. Jiang, Y., & Hong, F. (2021). Examining the relationship between customer-perceived value of night-time tourism and destination attachment among Generation Z tourists in China. Tourism Recreation Research. https://doi.org/10.1080/02508281.2021.1915621
24. Jose Perles Ribes, & Ana Ramón Rodríguez. (2013). Economic Cycles, Asymmetric Crises and Tourism Competitiveness: Emerging Versus Mature Destinations. Economics Bulletin, 33(3), 2080–2097.
25. Jou, R. C., & Day, Y. J. (2021). Application of Revised Importance–Performance Analysis to Investigate Critical Service Quality of Hotel Online Booking. Sustainability 2021, Vol. 13, Page 2043, 13(4), 2043. https://doi.org/10.3390/SU13042043
26. Kuo, C.-T., Chung, M.-L., & Kuo, F.-C. (2012). To Explore Taiwanese Night Markets Culture and Tourism Experience and Behaviour. Procedia - Social and Behavioral Sciences, 40, 435–440. https://doi.org/10.1016/J.SBSPRO.2012.03.212
27. Lai, I. K. W., & Hitchcock, M. (2015). Importance-performance analysis in tourism: A framework for researchers. Tourism Management, 48, 242–267. https://doi.org/10.1016/j.tourman.2014.11.008
28. Le, C. C., & Dong, D. X. (2017). Factors affecting European tourists’ satisfaction in Nha Trang city: perceptions of destination quality. International Journal of Tourism Cities, 3(4), 350–362. https://doi.org/10.1108/IJTC-04-2017-0022
29. Lee, S. H., Chang, S. C., Hou, J. S., & Lin, C. H. (2008). Night market experience and image of temporary residents and foreign visitors. International Journal of Culture, Tourism and Hospitality Research, 2(3), 217–233. https://doi.org/10.1108/17506180810891591
30. Li, R., Li, Y. Q., Liu, C. H., & Ruan, W. Q. (2022). How to create a memorable night tourism experience: atmosphere, arousal and pleasure. Current Issues in Tourism, 25(11), 1817–1834. https://doi.org/10.1080/13683500.2021.1985975
31. Li, X., Kong, W. H., & Yang, F. X. (2021). Authentic food experiences bring us back to the past: an investigation of a local food night market. Journal of Travel and Tourism Marketing, 38(3), 233–246. https://doi.org/10.1080/10548408.2021.1902910
32. Martilla, J. A., & James, J. C. (1977). Importance-Performance Analysis. Journal of Marketing, 41(1), 77. https://doi.org/10.2307/1250495
33. Mustafa, H., Omar, B., & Mukhiar, S. N. S. (2020). Measuring destination competitiveness: an importance-performance analysis (IPA) of six top island destinations in South East Asia. Asia Pacific Journal of Tourism Research, 25(3), 223–243. https://doi.org/10.1080/10941665.2019.1687534
34. Nguyen, H. V., Quang, T. D., Alang, T., Ngo, L. D. H., & Nguyen, T. D. (2022). Toward sustainable tourism practice in the post-COVID-19: Perspectives from Nha Trang, Vietnam. Cogent Social Sciences, 8(1). https://doi.org/10.1080/23311886.2022.2064590
35. Nofre, J., Giordano, E., Eldridge, A., Martins, J., Sequera, J., & Martins, J. C. (2017). Tourism, nightlife and planning: challenges and opportunities for community liveability in Barceloneta. https://doi.org/10.1080/14616688.2017.1375972ï
36. Roberts, Marion., & Eldridge, Adam. (2009). Planning the night-time city. Routledge. https://www.routledge.com/Planning-the-Night-time-City/Roberts-Eldridge/p/book/9780415436182
37. Sever, I. (2015). Importance-performance analysis: A valid management tool? Tourism Management, 48, 43–53. https://doi.org/10.1016/j.tourman.2014.10.022
38. Simpson, G. D., Patroni, J., Teo, A. C. K., Chan, J. K. L., & Newsome, D. (2020). Importance-performance analysis to inform visitor management at marine wildlife tourism destinations. Journal of Tourism Futures, 6(2), 165–180. https://doi.org/10.1108/JTF-11-2018-0067
39. Soldić Frleta, D. (2022). Perceived wellbeing-mature vs. developing tourist destination. European Journal of Tourism Research, 32, 3219.
40. Song, H., Kim, M., & Park, C. (2020). Temporal distribution as a solution for over-tourism in night tourism: The case of Suwon Hwaseong in South Korea. Sustainability (Switzerland), 12(6). https://doi.org/10.3390/su12062182
41. Sörensson, A., & von Friedrichs, Y. (2013). An importance-performance analysis of sustainable tourism: A comparison between international and national tourists. Journal of Destination Marketing and Management, 2(1), 14–21. https://doi.org/10.1016/j.jdmm.2012.11.002
42. Sundram, S. D., & Abdul Gani, A. (2022). Importance Performance Analysis (IPA) on Tourism Destination Competitiveness in Mabul Island, Sabah. International Journal of Academic Research in Business and Social Sciences, 12(2). https://doi.org/10.6007/ijarbss/v12-i2/11536
43. Tran, T. T. H. (2021). Night-time economy development in Viet Nam. International Journal of Advanced Engineering and Management Research, 6(3), 26–34. www.ijaemr.com
44. Nguyen, T. T. T. (2023). Factors influencing vietnam youth’s participation in the nighttime economy. Journal of Eastern European and Central Asian Research, 10(3), 515–526. https://doi.org/10.15549/jeecar.v10i3.1376
45. Tien, N. H., Trang, T. T. T., Diem, D. L., & Ngoc, P. B. (2021). Development of tourism in south central coastal provinces of Vietnam. PalArch’s Journal of Archaeology of Egypt / Egyptology, 18(08), 1408–1427. https://archives.palarch.nl/index.php/jae/article/view/8944
46. Tran Thi Ai Cam, & Ninh Thi Kim Anh. (2019). The mediating role of tourist satisfaction in loyalty to a destination: the case of Nha Trang city. VNUHCM Journal of Economics, Business and Law, 3(2), 126–142. https://doi.org/10.32508/stdjelm.v3i2.550
47. Tran Thi Kieu, P. (2022). Conditions For Development Of Night Tourism Activities In Bac Lieu City, Bac Lieu Province, Vietnam. Tra vinh university journal of science, 1(46), 1–11. https://doi.org/10.35382/tvujs.1.46.2022.855
48. Tran, T. A. C. (2011). Explaining tourists’ satisfaction and intention to revisit Nha Trang, Viet Nam [The Arctic University of Norway]. https://munin.uit.no/handle/10037/3782
49. Tsai, C.-T. L. (2013). Culinary Tourism and Night Markets in Taiwan. International Journal of Business and Information, 8(2), 247–266.
50. Velikova, E., & Dimitrova, S. (2019). Good practices in the night tourism-case studies from Bulgaria. Economics and Management, 189–199.
51. Wilde, S. J., Cox, C., Kelly, S. J., & Harrison, J. L. (2017). Consumer Insights and the Importance of Competitiveness Factors for Mature and Developing Destinations. International Journal of Hospitality and Tourism Administration, 18(2), 111–132. https://doi.org/10.1080/15256480.2016.1264902
52. Wu, C., Zhao, M., & Ye, Y. (2023). Measuring urban nighttime vitality and its relationship with urban spatial structure: A data-driven approach. Environment and Planning B: Urban Analytics and City Science, 50(1), 130–145. https://doi.org/10.1177/23998083221108191
53. Zhang, R., Chen, S., Xu, S., Law, R., & Zhang, M. (2022). Research on the Sustainable Development of Urban Night Tourism Economy: A Case Study of Shenzhen City. Frontiers in Sustainable Cities, 4. https://doi.org/10.3389/frsc.2022.870697
54. Zmyslony, P., & Pawlusiński, R. (2020). Tourism and the night-time economy: the perspective article. Tourism Review, 75(1), 194–197. https://doi.org/10.1108/TR-05-2019-0158