Factors affecting the attractiveness and tourists’ word-of-mouth intention to the Southern Folk Cake Festival
1 School of Economics, Can Tho University, Vietnam.
2 Can Tho Lottery Company, Vietnam.
3 Department of Finance – Accounting, University of Cuu Long, Vietnam.
Research Article
World Journal of Advanced Research and Reviews, 2021, 12(03), 277–284
Article DOI: 10.30574/wjarr.2021.12.3.0687
Publication history:
Received on 07 November 2021; revised on 13 December 2021; accepted on 15 December 2021
Abstract:
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.
Keywords:
Attractiveness; Word-of-mouth intention; Tourist; Southern folk cake festival
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Copyright © 2021 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0