Current status of night tourism development in Can Tho City

Abstract

This study aims to assess the current state of night tourism development in Can Tho City through a combination of qualitative and quantitative research methods. Descriptive statistical analysis and content analysis were employed to process the collected data. The findings indicate that Can Tho currently offers five main types of night tourism products, including the night walking street, night river cruises on the Can Tho River, night markets, night-time culinary services, and night-time entertainment and sightseeing activities. Despite the diversity in offerings, the overall quality remains limited (poor hygiene, overcharging, price bargaining pressure, safety and public order issues, etc.) and somewhat monotonous. In addition, the number of returning tourists participating in night tourism activities is relatively low. The primary motivations for engaging in night tourism in Can Tho are evening entertainment and culinary experiences. The three most commonly participated activities include sightseeing and recreation at the pedestrian bridge, river cruises, and shopping at night markets. Qualitative research results show that tourist satisfaction with night tourism activities in Can Tho is influenced by factors such as hygiene, the diversity and appeal of night tourism products and activities, operating hours, pricing, public safety, and the capacity of the local workforce. Based on these findings, several managerial implications are proposed to enhance the quality and appeal of night tourism in Can Tho in the future.