A study by UTM’s Dr. Vicky Chen Zhaoyu and Dr. Irene Chan Cheng Chu provides an in-depth look at what motivates people to visit Internet-famous restaurants. Quality and continuous innovation were found to be key to sustaining the buzz and ensuring long-term success in the competitive dining landscape
In a world driven by digital trends and social media buzz, so-called ‘Internet-famous restaurants’ have become culinary darlings that entice food enthusiasts and casual diners alike. But what drives customers to flock to them? UTM scholars Dr. Vicky Chen Zhaoyu and Dr. Irene Chan Cheng Chu investigated this phenomenon.
Their findings were featured in the academic paper “A Dining Career Ladder: Customers’ Motivation of Visiting Internet-Famous Restaurants”, published in May in the online version of the Journal of China Tourism Research. (Click here for access to full paper.)
Their study revealed a hierarchy of motivations that guide customers’ dining choices, conceptualised as a “dining career ladder”. Based on interviews with 27 Chinese participants, the researchers identified four levels of customer motivation: physiological need, stimulation and novelty, sense of belonging and socialisation, and self-esteem and recognition.
At the most basic level, diners were driven by physiological needs, seeking gourmet food and relaxation, Dr. Chen and Dr. Chan found.
As customers gained more experience with Internet-famous eateries, their motivations were found to evolve. The desire for stimulation and novelty, including curiosity and experiencing the unique atmosphere of a restaurant, came to the fore. The reputation of a restaurant as reported online also played a significant role at this level, the study showed.
Social aspects followed, with patrons looking to attend either to socialise or in response to the bandwagon effect. At the highest level, the ‘fear of missing out’ became a powerful motivator, pushing customers to visit just to keep up with trends.
The study also highlighted factors that could disrupt this pattern. In the event of negative experiences, consumer motivations could retreat to a position where the customer focused primarily on physiological needs. The research found that customers’ negative experiences could be attributable “to their high expectations of Internet-famous restaurants because of the restaurants’ marketing efforts and the bandwagon effect before their actual visits,” the UTM scholars noted.
The right recipe
For restaurant owners and marketers, these findings offered “valuable insights,” Dr. Chen and Dr. Chan said. While the initial draw of Internet-famous status was undeniable, sustaining that interest from patrons required more than just a clever marketing campaign, the scholars highlighted. “While attracting initial attention is important, equal emphasis should be placed on maintaining that interest, to encourage repeat visits.”
Factors such as “long queues, delayed service, and poor food quality” were found to put customers off revisiting, noted Dr. Chen and Dr. Chan.
Ensuring that the real-life experience aligned with online promotion was crucial. “It is imperative for both restaurant owners and marketers to ensure that their online promotions genuinely reflect the reality of their establishments, including the decoration, food, and service,” the study asserted. Such alignment would help prevent risk of disappointment among clients and foster customer loyalty.
High-quality gourmet food remained a cornerstone for success, whether catering to first-time or repeat visitors, said the UTM scholars. Innovation was equally critical. With customers’ curiosity and appetite for novelty driving their decision on whether to make return visits, regular updates to the menu and to the overall presentation of the restaurant were essential.
Moreover, the study underscored the importance of the social environment within these restaurants. They were not only places to eat, but also social venues where ambience played a key role. “Restaurant operators can make effective use of these spaces by providing… lively areas for socialising, and quiet, private sections for individuals or groups seeking a more intimate dining experience,” the researchers suggested.
Editor: UTM Public Relations Team
