Brand Image and Regional Impact of Doi Mae Salong Tea and Coffee Products
คำสำคัญ:
Product Brand Image, Customer Perspectives, Tea and Coffee Products, Products Regional Impact, Doi Mae Salongบทคัดย่อ
This academic article examines the brand image and regional impact of Doi Mae Salong tea and coffee products, drawing extensively from Mr. Ma's (2023) master’s thesis, "Cultural Destination Branding for Doi Mae Salong: Stakeholders’ Perspectives." Employing a secondary data analysis approach, this study integrates insights from academic journals and research, industry reports, and market analyses to provide a comprehensive understanding of the topic. The research is structured around three primary objectives: elucidating the current brand image of Doi Mae Salong Tea and Coffee products, assessing their impacts on the region, and understanding customer perspectives on these products.
The findings reveal that the brand image of Doi Mae Salong tea and coffee is closely tied to the historical significance and favorable climate of the Golden Triangle Area in Northern Thailand. The unique attributes of Oolong tea and Arabica coffee from this region contribute to a positive brand perception among consumers. The economic and cultural impacts of these products are substantial, benefiting local merchants and laborers. Customer perspectives indicate a generally positive view of the quality of tea and coffee from Doi Mae Salong, with a significant number of tourists recognizing these products as a key attraction.
Overall, this study underscores the importance of Doi Mae Salong tea and coffee products in enhancing the region’s brand image and economic development. The results suggest that continued efforts to improve product quality and leverage the region’s unique characteristics could further strengthen the brand and its positive impacts. Future research should explore additional factors influencing brand perception and economic outcomes, as well as new strategies for promoting these products in broader markets.
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