THE EFFECT OF NIGHT-TIME ECONOMY ON TRAVELERS' SATISFACTION: A CASE STUDY OF HANOI’S OLD QUARTER

Abstract

The Night-time economy has become a trend in many countries that focus on exploiting their strengths in the tourism industry. This model is considered
one of the drivers of economic growth because it helps improve the quality of tourism products and therefore increases tourist satisfaction. However, the night-
time economy in Vietnam has not yet received much attention and investment for development. A study using the Structural Equation Modeling (SEM) regression
analysis method based on data from 412 surveys of tourists visiting the Old Quarter in Hanoi provided evidence of the positive influence of Product-Service
factors, Price, Local Specificity, and Culture-Human on the quality of the destination. Furthermore, the study's findings also confirmed the role of the night-time
economy as a new factor affecting the quality of the destination and thus increasing tourist satisfaction. These findings provide the basis for proposing some
implications and solutions for developing tourism in particular and the Vietnamese economy in general.