Culinary capital of Michelin restaurants consumers: A netnographic analysis

Abstract

This study investigated culinary capital manifested in online reviews of Michelin restaurants using netnographic analysis. Considering the growing number of online-related research in the dining area, our study was a meaningful attempt to identify the methodological usefulness of netnographic analysis in online research. We derived universal concepts on culinary capital through the analysis and provided a sophisticated structural system. We also identified significant differences in the level of culinary capital from online reviews in three cities where Michelin restaurants are located. Considering that Michelin restaurants are visited by global consumers with diverse cultural capital, it is worth noting that the perception and evaluation of the restaurant experience can differ based on the level of consumer's culinary capital. The findings empirically verified the role of the digital media environment in providing a new space where culinary capital is produced and distributed. This paper has focused on the social functions of contemporary cultural capital, highlighting the important role these online contents perform.