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.

The objective of this study is to identify the factors affecting the taste of specialty fruits in the Mekong Delta of international visitors. The quota sampling method was used to interview 180 international visitors who have visited fruit orchards and enjoyed specialty fruits in the Mekong Delta. Applying the linear regression with the study has identified 4 factors affecting the preference for fruit specialties in the Mekong Delta of international tourists, namely "Culinary culture", "Information and experience", "Product features”, and “Perceived value". In particular, the factor "Information and experience" most strongly influences international visitors’ preference for fruit specialties in the Mekong Delta. KEYWORDS: Preference, specialties, fruit, Mekong Del

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