Main Article Content
This study investigates on the coffee shop’s characteristics and the perceived value of the coffee shop’s attributes from the perspective of international tourists in Chiang Mai, Thailand. Surveys were administered to an accidental sample of 500 respondents in the city of Chiang Mai. The respondents were mostly male, single, first-time tourists, Europeans, and well-educated with the average age of 34 years old. They mostly visited the local coffee shops. The result of this study revealed that “being welcoming” was the most profound coffee shop’s characteristics, while the “cleanliness” was the least one. The respondents had valued the “variety of food/desserts and drinks” the most among the coffee shop’s attributes. The study showed that the respondents had valued the coffee shop’s attributes differently according to their diverse demographics, which was statistically significant. This study provides the coffee shop businesses with the insights and understanding of the attributes that can potentially increase the perceived value of coffee shop in order to gain the competitive edge.
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