Destination choice intentions based on attitudes toward local cuisine: The empirical study from an emerging country

This research examines the intention to choose travel destinations based on tourists' attitudes toward local cuisine in an emerging country. Structural Equation Modeling (SEM) was employed to assess the likelihood of tourists choosing An Giang province, Vietnam, as a travel destination, based on multiple influencing factors such as word of mouth, cultural values, food quality, and price. The research results indicate that cultural values may be a key factor in promoting positive attitudes towards An Giang and attracting more tourists. These findings have practical implications for leveraging traditional cuisine to enhance tourist attraction.