This present study meticulously evaluates the pivotal role of electronic word-of-mouth (eWOM) factors in steering the decision-making processes associated with selecting a travel destination, with an acute focus on Can Tho City, Vietnam. Undertaking a robust methodology, this research encapsulated insights from 380 tourists, a diverse mix comprising both domestic and international perspectives. The integrity of the scale was rigorously ascertained through Cronbach's alpha coefficient, ensuring methodological soundness. Moreover, Exploratory Factor Analysis (EFA) was judiciously utilized for nuanced factor identification, supplemented by the strategic application of a multiple linear regression model for in-depth understanding. The empirical evidence uncovered distinctly identifies five paramount factors with a positive correlation to tourists' decision-making paradigms. These encompass the Quality of eWOM content, the Expertise inherent in the eWOM communicator, the specific eWOM Platform utilized, the sheer Quantity of eWOM, and the influential capacity of Perception Shaping. These determinants collectively forge the decision-making landscape for prospective tourists. By unraveling these critical eWOM dynamics, the study furnishes profound, actionable insights, potentially catalyzing strategic decision-making among tourism enterprises in Can Tho City. The implications of these findings underscore the necessity for businesses to meticulously curate their electronic communications, thereby enhancing the allure of Can Tho City as one of the premier destinations in the Mekong Delta region. Conclusively, this research serves as a cornerstone for both academic discourse and practical strategies in the realm of destination marketing and decision-making, highlighting the undeniable influence of digital word-of-mouth in the contemporary tourism sector.

Keywords: Decision-Making, Electronic Word-of-Mouth, Can Tho City Tourism.