Consumer perceptions of the Michelin Guide and attitudes toward Michelin-starred restaurants

Abstract

• There has been relatively little focus consumer's perceptions of the Michelin Guide (MG) in the hospitality context. • Perceived MG reviews positively affected consumers’ attitudes toward the MG. • Perceived risk did not significantly affect their attitude toward Michelin-starred restaurants (MSRs). • Attitudes toward MSRs had a stronger impact on purchase intentions than their attitude toward MG. The Michelin Guide (MG) review is considered the most authoritative indicator in the global gastronomy industry. However, academic studies on restaurant reviews are mostly qualitative and interview based. This quantitative study attempted to fill the research gap in understanding consumers’ attitudes toward the MG and Michelin-starred restaurants (MSRs). We used the source credibility model as a theoretical foundation. The results showed that consumers’ perceptions of MG had a positive impact on their attitudes toward MG and a negative impact on their perceived risk of MSRs. Perceived risk did not significantly affect their attitudes toward MSRs. Furthermore, their attitudes toward MSRs had a stronger impact on purchase intentions than did their attitudes toward MG. This study has significant implications for the restaurant industry and seeks to inspire further academic research on restaurant reviews.