AN INVESTIGATION OF DOMESTIC TOURISTS’ SATISFACTION WITH SON TRA NIGHT MARKET, DA NANG – VIET NAM

This paper employs theoretical bases from previous research findings by Parasuraman et. al, Zeithaml and Bitner, and other experimental research publications to analyse domestic tourists’ satisfaction with the Son Tra Night market in Da Nang city-Viet Nam. With primary data from questionnaire for 270 domestic tourists visiting Son Tra Night market, using Likert-scale quantitative analysis techniques of scale reliability; exploratory factor analysis; and multiple regression analysis, the findings indicate that all 8 factors, namely Local specialities; Safety – Security; Landscape environment; Entertainment services; Products; Infrastructure; Service attitude; and Price, have positive effects on domestic tourists’ satisfaction with Son Tra Night market – in Da Nang, Viet Nam.