Decoding the Desires of a New Generation: Crafting Creative Tourism Experiences for Gen Z in Hanoi

DOI

10.2991/978-94-6239-622-7_28How to use a DOI?

Keywords

novel atmosphere; joyful atmosphere; artistic atmosphere; hedonic atmosphere; distinctive atmosphere; young tourists

Abstract

Research Purpose:

This study investigates the determinants of Generation Z tourists’ satisfaction with the creative atmosphere of tourism destinations, focusing on Vietnam. It aims to advance theoretical understanding of tourism atmospherics and provide evidence-based guidance for destination managers to attract and retain young travellers.

Research Motivation:

Previous studies emphasize “experience” in Gen Z tourism, yet limited attention targets atmospheric dimensions—namely novelty, joy, artistry, hedonism, and distinctiveness—shaping satisfaction. Addressing this gap holds significant academic and managerial value.

Research Design and Method:

A quantitative methods approach was employed to examine how creative atmospheric dimensions were contextualized in Hanoi by 127 Gen Z tourists. Multiple regression analysis using SPSS was conducted to test the impact of five hypothesized creative atmosphere dimensions on satisfaction.

Main Findings:

Hedonic atmosphere (pleasurable and enjoyable environment) exerted the strongest positive effect on Gen Z tourist satisfaction, followed by distinctive atmosphere (unique and original environment). Novel, joyful, and artistic atmospheres were positively correlated but lacked significant independent effects.

Practical Implications:

The findings advise Vietnamese tourism managers to prioritize creating hedonic and distinctive atmospheres to enhance satisfaction. This targeted approach enables the design of meaningful experiences resonating with young tourists, fostering loyalty and competitive advantage.

Contribution:

This study expands academic discourse by isolating key creative atmosphere components critical to tourists’ evaluative processes and offers practical guidance for strategic atmospheric design to improve experiential quality.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - My-Trinh Bui
AU  - Dang Thi Trang
AU  - My-Hanh Le
AU  - My-Hanh Duong
AU  - Minh-Thu Do
AU  - Ngoc-Dung Nguyen
PY  - 2026
DA  - 2026/04/21
TI  - Decoding the Desires of a New Generation: Crafting Creative Tourism Experiences for Gen Z in Hanoi
BT  - Proceedings of the International Conference on Emerging Challenges: Business Dynamics in Disruptive Economy (ICECH 2025)
PB  - Atlantis Press
SP  - 466
EP  - 481
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-622-7_28
DO  - 10.2991/978-94-6239-622-7_28
ID  - Bui2026
ER  -