Factors Impacting the Attractiveness of Cai Rang Floating Market, Can Tho City

Abstract

The study aims to find out factors affecting the attractiveness of the Cai Rang floating market in Can Tho City. The study data were collected from 308 visitors by direct interviews. The study has pointed out five factors affecting the attractiveness of the floating market. They include natural landscape, local culture, understanding, promotion activities, and differentiation. The natural landscape has the most influence on the attractiveness of the Cai Rang floating market in Can Tho City. Besides, the study has proposed several policy implications to improve the attractiveness of the floating market. Keywords: attractiveness, tourist, Cai Rang floating market.