A study on tourists’ electronic word-of-mouth intentions toward night tourism in Can Tho City

Abstract

This study aims to evaluate tourists’ electronic word-of-mouth (eWOM) intentions regarding night tourism in Can Tho City. Using a qualitative method with 30 semi-structured interviews, the study employed content analysis to identify tourist behaviors, motivations, and forms of information sharing following their night tourism experiences. The findings indicated that 90% of participants expressed an intention to share their experiences on social media platforms such as Facebook, TikTok, Instagram, and Tripadvisor. Three main categories of shared content were identified: (1) images and videos of prominent night-time attractions; (2) reviews of services and culinary experiences; and (3) recommendation- or warning-oriented information. The key factors influencing tourists’ eWOM intentions about night tourism in Can Tho included: the novelty of the experience, service quality, positive emotional responses, digital infrastructure, the desire for self-expression, and the usability of sharing platforms. The study proposes several strategies to enhance eWOM intentions regarding night tourism in Can Tho, including the development of distinctive night tourism products, investment in network infrastructure, and the implementation of campaigns that encourage online sharing. The findings contribute practical insights for destination marketing strategies in the digital era.