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This study explores the impact of serious leisure on cultural engagement, community interaction, authenticity, and word of mouth (WOM) through a qualitative case study of traditional marketplaces in Vietnam. Utilizing in-depth interviews with 20 Vietnamese tourists who recently visited traditional markets, either in their locality or as part of their travels to recognized tourist destinations, the study reveals critical themes regarding their experiences. The thematic analysis identifies four main themes: community interaction, cultural engagement, authenticity, and WOM. Participants reported direct and friendly communication with local sellers, fostering personal relationships and trust while facilitating cultural exchanges. Tourists engaged with local cuisine, traditional handicrafts, and customs, immersing themselves in the unique cultural atmosphere. Authenticity emerged as a vital factor, characterized by natural environments, genuine communication, and traditional practices that are not overly commercialized. Additionally, positive and authentic experiences significantly influenced participants’ willingness to share their insights and promote local culture, although factors limiting positive WOM were also noted. Grounded in the Serious Leisure Perspective (SLP), the findings highlight the transformative potential of serious leisure activities in enhancing cultural connections and community trust, contributing to a deeper understanding of tourist experiences in the context of Vietnam's vibrant traditional marketplaces.
The‐Bao Luong (Wed,) studied this question.