Guideline to Create Northern Restaurants’ Identity in Chiang-Mai Province

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140-157
Published: Aug 30, 2021
Keywords:
Place Branding Place Identity Northern Restaurant Behavioral Intention

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Daorung Fakthong
Naresuan University

Abstract

The objective of this research was to analyze the influence of restaurants’ elements including food attribute, servicescape, service attribute and price on the service usage of tourists who visit Northern restaurants. Data were collected from 400 tourists using Northen restaurant services in Chiang-Mai province. Data were analyzed using multiple regression analysis results indicated that food attributes had the significantly direct influence on behavioral intention to use Northen restaurant services. Therefore, entrepreneurs should pay attention to the element of food attributes. By focusing on a variety of food menus, presenting the signature dishes of the restaurant, focusing on the delicious taste of traditional or modified food, and selecting local ingredients and vegetables to cook fresh, clean and safe food to present and deliver the good experiences regarding northern food culture for tourists. In order to get the direct benefit for entrepreneurs in nowadays to create their businessess’ identity. It is also presenting business values that are consistent with the needs of consumers in this era that will lead the businessess to success and create long-term competitive advantages. 

Article Details

How to Cite
Fakthong, D. . (2021). Guideline to Create Northern Restaurants’ Identity in Chiang-Mai Province . Journal of Business, Innovation and Sustainability (JBIS), 16(2), 140–157. retrieved from https://so02.tci-thaijo.org/index.php/BECJournal/article/view/242386
Issue
Vol. 16 No. 2 (2021): May - August 2021
Section
บทความวิจัย (Research article)
Author Biography

Daorung Fakthong, Naresuan University

The lecturer of Tourism Department, Faculty of Business, Economics and Communications, Naresuan University

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