Influencing factors on tourists’ purchasing behavior of macapuno products in Tra Vinh province
Xuất bản: tháng 7 28, 2026
Tóm tắt
The objective of the study is to identify the factors influencing tourists' purchasing behavior towards Macapuno in Tra Vinh province. The proposed research model includes seven factors: (i) Convenience; (ii) Marketing activities; (iii) Influence of relevant individuals; (iv) Nutritional value and characteristics of Macapuno; (v) Local influence; (vi) Friendliness of the local people; (vii) Price of Macapuno. To examine these relationships, the research team surveyed 182 tourists who visited Trà Vinh province and had purchased Macapuno at least once. After data cleaning, the team selected 165 valid responses for quantitative analysis. The research fndings indicate that six out of the seven proposed factors influence tourists' purchasing behavior towards Macapuno. The factor “Price of Macapuno” does not affect tourists' purchasing behavior. Based on these fndings, the study also proposes several solutions to enhance Macapuno business activities for vendors in Trà Vinh province.
Từ khóa
Purchasing behaviorMacapunoprovince Tra Vinh
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