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.

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