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The purpose of this study is to examine the impact of Slow Food festival attributes on visitors’ overall experience, their satisfaction level and revisit intention. A total of 209 usable questionnaires were collected from visitors at Mold Slow Food festival, and exploratory factor analysis was conducted using analysis of moment structures version 19.0. A theoretical model representing the relationships among festival attribute qualities, experience quality, satisfaction level and revisit intention is examined using path analysis. With the addition of new paths from programmes to satisfaction and from food and other amenities to satisfaction, a revised theoretical model emerged. It indicated that all three festival attribute qualities (programmes, food and other amenities and entertainment) have direct impacts on the visitors’ overall experience and satisfaction; however, only the quality of food and other amenities contributed directly to revisit intention of the Slow Food festival.

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PurposeThis paper aims to identify and analyse potential Vietnamese consumers' perceptions of organic foods.Design/methodology/approachA deductive approach of reasoning was employed to address the positivism research philosophy through the survey research strategy. Quantitative data were collected from 264 potential Vietnamese consumers through a self‐administered structured questionnaire and analysed using frequencies, descriptive statistics, chi squared test, principal components analysis, t‐tests and a Kolmogorov‐Smirnov test.FindingsPotential Vietnamese consumers' willingness to purchase organic foods was linked positively to health and safety whilst the females appreciated their nutritional value. Environmental and sustainability concerns did not influence purchasing decisions. Because of their perceived superior quality, potential Vietnamese consumers were not price sensitive towards organic foods.Research limitations/implicationsThis study lacks the qualitative depth and the employment of quota sampling technique to select respondents may impact external validity.Practical implicationsThe findings can benefit organic foods sellers and retailers in developing appropriate sales and marketing strategies by differentiating between organic foods and conventional foods to target and attract potential Vietnamese consumers, and to expand the existing organic foods market in Vietnam.Originality/valueThe present paper supplements the knowledge gap by identifying and analysing potential Vietnamese consumers' perceptions of organic foods in order to assist organic foods sellers and retailers to understand potential Vietnamese consumers and expand their organic foods market in Vietnam.