The rapid growth of social media has made electronic word of mouth (eWOM) a vital source of information for young consumers, especially in food tourism, where experiences are highly visual, emotional, and socially driven. This study explores the key factors influencing young Vietnamese consumers' adoption of eWOM in their food-related travel choices. Based on the Information Adoption Model and UTAUT2, five factors, including information quality, source credibility, information need, attitude toward eWOM, and hedonic motivation, were examined through a survey of 765 respondents. Multiple regression analysis shows that all five predictors have significant positive effects on eWOM adoption, with attitude toward eWOM and hedonic motivation being the most influential. The results highlight the combined role of cognitive evaluations (quality, credibility, information need) and emotional drivers (attitude, hedonic motivation) in shaping eWOM-based decisions. This research advances understanding of eWOM adoption in food tourism. It provides practical insights for marketers, food businesses, and destination managers aiming to boost consumer engagement through credible, high-quality, and emotionally engaging online content..
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