Abstract

This study examines the attractiveness of night tourism destinations in Thanh Hoa City through in-depth interviews with 28 respondents. The research identifies eight key issues impacting tourist satisfaction: tourism products, entertainment services, pricing, promotion, transportation, safety and security, sustainable development and hygiene, and operating hours. The findings reveal a lack of distinctive tourism products, limited entertainment options, and insufficient promotional activities, coupled with concerns about pricing, transportation, and cleanliness. Based on these insights, the paper provides actionable recommendations, including developing unique night tourism products, diversifying entertainment services, improving public transportation, and enhancing safety measures. Additionally, the study emphasizes the need for sustainable tourism practices and extended operating hours to better meet tourists' needs. By addressing these issues, Thanh Hoa City can enhance its competitiveness, attract more visitors, and establish itself as a leading destination for night tourism in Vietnam.