From Negative E-WOM to Sustainable Solutions: Understanding Visitor Dissatisfaction in Vietnam’s Heritage Tourism

This study examines negative reviews in Vietnam’s heritage tourism by using inductive thematic analysis to analyze 2,047 Google Maps reviews (1 and 2-star ratings) from 2020 to February 2025 across prominent sites like Hạ Long Bay and Huế Imperial City. Six key themes emerged: high ticket prices versus perceived value, poor maintenance, inadequate information, substandard services, overcrowding, and negative overall experiences. Findings reveal that exorbitant costs, neglected upkeep, and over-tourism significantly erode visitor satisfaction, deterring repeat visits and recommendations. The study urges stakeholders to implement equitable pricing, enhance site maintenance, improve signage and guides, and manage visitor flows to foster sustainable tourism. These actions aim to boost visitor satisfaction, preserve cultural heritage, and promote a resilient tourism model benefiting both tourists and local communities.