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

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.