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This study used Thai Select restaurants, which are restaurants recommended by the Thailand Trade and Economic Office, to explore whether customers’ willingness to pay after dining in a Thai Select restaurant is affected by the physical environment or ethnic authenticity of the restaurant. A survey was conducted using convenience sampling, with questionnaires distributed in front of Thai Select restaurants in the Taipei area. A total of 383 valid questionnaires were collected. The findings suggest that both physical environment and ethnic authenticity have a positive effect on customers’ willingness to pay. The findings can serve as a reference for restaurant operators of Thai Select restaurants and other ethnic restaurants in developing strategies to enhance the physical environment or ethnic authenticity of their restaurants.

Relationships between physical environment, ethnic authenticity, and willingness to pay in Thai select restaurants