From Stage to Digital Platform: Tourist Experiences and Perceptions of Cultural-Artistic Shows in Vietnam

In the current landscape of urban tourism, cultural-artistic performance programs have emerged as a unique tourism product in Vietnam, enhancing cultural identity and enriching tourist experiences. This study utilizes netnography to analyze 1453 reviews from TripAdvisor, drawn from over 4126 responses, to investigate how tourists perceive and share their experiences of performances such as À Ố Show and water puppetry. The content analysis reveals five key dimensions of the tourist experience: aesthetic impressions, emotional and cultural connections, perceptions of authenticity, performance space, and the influence of digital platforms on extending experiences. Based on these insights, the study proposes a three-tier conceptual framework illustrating the multilayered experience process, from the physical stage to the digital space post-performance. This study advances the understanding of cultural tourism experiences and offers practical recommendations for product design, communication, and destination management in major Vietnamese cities.