Examining brand equity and tourists’ purchasing motivations towards the world’s best rice ‘ST25’ for Vietnam’s future sustainable food tourism destination

The study is done with quantitative research by a sample of 243 respondents who are from different countries staying in Ho Chi Minh City. The results show that rice ST25 is acknowledged, and consumers highly rate it, and its potential to be made into national gifts and to stand firm to represent the image of Vietnam from a tourism perspective. The conclusion and recommendations can be utilized to identify other handmade items for Vietnam’s sustainable tourism.