| dc.description.abstract | Food tourism is strongly developed in most countries around the world,
especially in Vietnam. The post-period after the serious pandemic is a good period for
reserving tourism which is one of the primary industries in Vietnam. Vietnam is branding
itself through easier tourism policies and regulations to attract people. Local food is a main
part of their promotion to push tourism to increase. In another way, local dishes are the
most effective way for Vietnam to attract tourists. Because local food is considered a
symbol of a country. Local dishes can reflect the culture and lifestyle of the people there.
From that, it can be concluded that the dish has a certain influence on the tourist destination
and the customer's preferences. External variables that promote an appealing food image
will impact travelers, who will therefore be satisfied with the perception of food in
particular and Vietnam tourism in general. The three characteristics of food images - dining
and atmosphere, variety and enjoyment of food, and food quality and presentation -
significantly affect tourists' satisfaction with local Vietnamese cuisine, and intentions to
return or optimistic recommendations to others are discussed in this article. The study also
provides a survey to collect practical data from tourists in Vietnam about how their
evaluation of the factors of mentioned three attributes affects their satisfaction and
intentions of their word of mouth or revisit to Vietnam. From there, the study shows the
close association between food image, tourists' satisfaction when enjoying local food, and
their behavioral intention after enjoying those dishes. It also gives an overview of how
satisfaction can be increased or decreased by food in the whole of Vietnam, from which, it
is possible to review and select the necessary factors to apply in certain localities which
are famous for tourism to promote their local food to tourists. | en_US |
