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Marketing of Dutch Culinary Restaurants:A n Exploration from the
Entrepreneur's
Perspective
Sjoerd A. Gehrels
Stephanie Kristanto
ABSTRACT. Among a substantial part (39.7%) of al l 68 Dutch c u
l i -nary restaurants w i t h M i c h e l i n stars (2004)
awareness and perception ofmarketing and promotion was researched.
M i c h e l i n , Lekker (Dutch c u l i -
nary guide), free publicity, and a good restaurant Website were
seen asthe major marketing drivers for success. Achieving M i c h e
l i n stars provides major personal satisfaction and business
results. Word of mouth aspromotional tooi is considered im portant
and has influence on other dements of the marketi ng process for
culinary restaurants. There is a recip-rocal relati on between word
of mouth and restaurant quality assessingguides plus free
publicity. One drives the other. It is therefore paramountfor
culinary restaurant owners to invest in the process of generating
word
of mouth. doi:10.1300/J385v05n02_03 [Article copies available
for a feefrom The Haworth Document Delivery Service: I-800-HAWORTH.
E-mail ad-dress: Website: 2006 by The Haworth Press, Inc. All
rights reserved.]
Sjoerd A . Gehrels is Programme Director, M A in International
Hospitality Management Programme, and Member, CH N Research Group,
CH N University, School ofGraduate Studies, The Netherlands.
Stephanie Kristanto is Assistant Manager, Branch Operations,
HSBC Bank,Surabaya, Java, Indonesia.
Add d t Sj d A G h l CHN U i i R l 8
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