Tourist demand for nighttime tourism products and services in Ho Chi Minh City

Abstract

Nighttime tourism is an important development orientation for enhancing tourist experiences, extending consumption time, and increasing the attractiveness of urban destinations. However, empirical evidence on tourist demand for this form of tourism in Ho Chi Minh City remains limited. Based on data collected from 396 domestic and international tourists through a structured questionnaire survey conducted from April to July 2025, and using descriptive statistical analysis with appropriate statistical tests, this study explores tourist demand for nighttime tourism products and services in Ho Chi Minh City. The results show that tourists are most interested in shopping, nighttime entertainment, food and beverage services, and sightseeing, while sports, health care, and beauty services receive lower levels of interest. The main factors considered by tourists when choosing these services include unique experiences, reasonable prices, safety and security, service quality, and local identity. The most common reported willingness-to-pay ranges are VND 0.5–1 million for domestic tourists and USD 20–40 for international tourists. Based on these findings, the study proposes several managerial implications for promoting the development of nighttime tourism products and services in Ho Chi Minh City.