A STUDY OF THAI RESTAURANT NAMING TRENDS: A CASE STUDY OF THE NAME OF A THAI RESTAURANT IN BEIJING IN CHINA

Abstract

The research aimed to study the trends in naming Thai restaurants in Beijing, China, by examining documents related to Thai food culture. The population consisted of 126 Thai restaurants in Beijing, with a sample of 50 selected through purposive sampling. Quantitative data were analyzed using descriptive statistics, with percentages calculated based on the frequency of Thai restaurant names translated into Chinese, including those with both Chinese and English names. Qualitative data were analyzed using content analysis to understand the trends in translating Thai restaurant names into Chinese and their impact on customer perception. The study found that the naming of Thai restaurants in Beijing tends to reflect the characteristics of Thai food and culture. Three key components emerged: 1) 80% of the sample (40 out of 50 restaurants) used three-syllable names in Chinese, a popular choice due to its familiarity in Chinese social culture; 2) 70% of the sample (35 out of 50 restaurants) chose names linked to Thai culture and geography, highlighting a preference for names that evoke Thai cultural elements; 3) 90% of the sample (45 out of 50 restaurants) used the Chinese character "泰" (Thai) in their names, emphasizing its importance in conveying "Thainess" and ensuring clear customer understanding. However, when restaurant names are overly complex, additional explanations should be provided to ensure customers fully understand the meaning.