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

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.