1 School of Economics, Can Tho University, Vietnam.
2 Can Tho Lottery Company, Vietnam.
3 Department of Finance – Accounting, University of Cuu Long, Vietnam.
World Journal of Advanced Research and Reviews, 2021, 12(03), 277–284
Article DOI: 10.30574/wjarr.2021.12.3.0687
DOI url: https://doi.org/10.30574/wjarr.2021.12.3.0687
Received on 07 November 2021; revised on 13 December 2021; accepted on 15 December 2021
The study aims to determine factors impacting the attractiveness and word-of-mouth (WOM) intentions with the Southern Folk Cake Festival. Research data were collected from a survey of 202 visitors who have visited the Southern Folk Cake Festival. Applying the structural equation modeling (SEM), the study shows six impacting factors to the attractiveness of the Southern Folk Cake Festival. They include typical cuisine, festival content, promotion, festival information, festival environment, and facilities. Among them, festival content has the most impact on the attractiveness of the festival itself. Besides, the attractiveness of the festival positively affects tourists’ WOM intentions.
Attractiveness; Word-of-mouth intention; Tourist; Southern folk cake festival
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Nguyen Quoc Nghi, Bui Thi Yen Ni, Bui Van Trinh and Tran Thi Be Mi. Factors affecting the attractiveness and tourists’ word-of-mouth intention to the Southern Folk Cake Festival. World Journal of Advanced Research and Reviews, 2021, 12(03), 277–284. Article DOI: https://doi.org/10.30574/wjarr.2021.12.3.0687
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