| dc.description.abstract | Nowadays, Vietnam is the destination of tourists from all over the world because of the beauty screens, the native’s hospitality, the cultural tradition, and food. Besides, Vietnamese food has placed an essential part in attracting foreigners because of the unique, varied from north to south, imbued the Asian traits. Com Tam is one of the specialties of South Vietnam, and is a pride of preferable breakfast, especially in Saigon –
the busiest city of whole country. Saigon – once called East Pearl – is the most traveling attraction to foreigners. Tourists come to Saigon cannot miss the Saigon traditional food
– Com Tam. This research is an exploratory study exploring why foreigners are
culturally attracted to Vietnamese Com Tam, and whether or not foreigner’s consumers
are aware of Com Tam Moc brand. Qualitative methodology is applied in this research.
In-depth interviews were conducted with foreign tourist in Saigon those had experienced eating Com Tam Moc. Finding confirms that tourist/foreigners are attracted to the Vietnamese food culture but Com Tam Moc is not a popular brand name among tourists. Some recommendations related to Marketing are discussed. The study contributes to the marketing tourism industry in Vietnam, particularly in food and travel. | en_US |
