摘要：This study was conducted to demonstrate the impacts of push and pull factors on tourist satisfaction and behavioural intention of visitors towards Can Tho City river tourism. Structural Equation Modeling (SEM) was used to analyse the data. Research data were collected by direct interviews with 235 visitors who have experienced the river tour in Can Tho City. The research has shown that push and pulls factors positively affect destination satisfaction. Besides, destination satisfaction promotes the return intention, willingness to pay, and positive word of mouth of visitors towards river tourism. The study proposes important implications to effectively use river tourism image of Can Tho City, thereby attracting both domestic and foreign tourists. These solutions may help improve the tourism industry of the city
