Abstract
The objective of this study is to identify the factors affecting the taste of specialty fruits in the Mekong Delta of international visitors. The quota sampling method was used to interview 180 international visitors who have visited fruit orchards and enjoyed specialty fruits in the Mekong Delta. Applying the linear regression with the study has identified 4 factors affecting the preference for fruit specialties in the Mekong Delta of international tourists, namely "Culinary culture", "Information and experience", "Product features”, and “Perceived value". In particular, the factor "Information and experience" most strongly influences international visitors’ preference for fruit specialties in the Mekong Delta. KEYWORDS: Preference, specialties, fruit, Mekong Del
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