Generation Z's Michelin Choices: Survey and Big Data Insights Into Thailand's Michelin-Starred Restaurants

IF 5.7 3区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Tourism Research Pub Date : 2025-10-19 DOI:10.1002/jtr.70135

Seieun Kim, Aura Lydia Riswanto, Sonam Sherpa, Hak-Seon Kim

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Abstract

This study explored factors influencing customer satisfaction and visiting intention at Michelin-starred restaurants in Thailand, key attractions for visitors. Using 11,887 Google Maps reviews, frequency and co-occurrence analyses via KH Coder identified four clusters: Food Quality, Service and Ambiance, Value for Money, and Time Risk. EFA and linear regression with SPSS revealed that Food Quality positively affected satisfaction, while Service and Ambiance, Value for Money, and Time Risk had negative impacts. A survey of 291 Generation Z respondents showed Food Quality (β = 0.201, p < 0.001), Service and Ambiance (β = 0.331, p < 0.001), and Value for Money (β = 0.317, p = 0.007) positively influenced attitudes, which strongly affected visiting intentions (β = 0.802, p < 0.001). These findings highlight Food Quality as central to satisfaction and preference formation, urging Michelin-starred restaurants to prioritize culinary excellence to attract and retain customers in a competitive market.

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Z世代的米其林选择：对泰国米其林星级餐厅的调查和大数据见解

本研究探讨泰国米其林星级餐厅顾客满意度及到访意向的影响因素。通过11,887份谷歌地图评论，KH Coder对频率和共现性进行了分析，确定了四个集群：食品质量、服务和氛围、物有所值和时间风险。EFA和SPSS线性回归分析显示，食品质量对满意度有正向影响，而服务和氛围、物有所值和时间风险对满意度有负向影响。一项对291名Z世代受访者的调查显示，食品质量（β = 0.201, p < 0.001）、服务和氛围（β = 0.331, p < 0.001）和物有所值（β = 0.317, p = 0.007）正向影响态度，而态度对访问意向有强烈影响（β = 0.802, p < 0.001）。这些发现强调了食物质量是满意度和偏好形成的核心，敦促米其林星级餐厅优先考虑卓越的烹饪，以在竞争激烈的市场中吸引和留住顾客。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Tourism Research HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

9.00

自引率

4.30%

发文量

期刊介绍： International Journal of Tourism Research promotes and enhances research developments in the field of tourism. The journal provides an international platform for debate and dissemination of research findings whilst also facilitating the discussion of new research areas and techniques. IJTR continues to add a vibrant and exciting channel for those interested in tourism and hospitality research developments. The scope of the journal is international and welcomes research that makes original contributions to theories and methodologies. It continues to publish high quality research papers in any area of tourism, including empirical papers on tourism issues. The journal welcomes submissions based upon both primary research and reviews including papers in areas that may not directly be tourism based but concern a topic that is of interest to researchers in the field of tourism, such as economics, marketing, sociology and statistics. All papers are subject to strict double-blind (or triple-blind) peer review by the international research community.