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Perceptions, Motivations, and Preferences of Traditional

Perceptions, Motivations, and Preferences of Traditional 2025

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The thesis by Duangkamol Govitvatana investigates the perceptions, motivations, and preferences of traditional college students at the University of Wisconsin-Stout towards Chinese and American restaurants. Through a survey of 400 students, it identifies key factors influencing dining choices, such as service quality, food variety, and atmosphere. The study finds that students generally perceive Chinese restaurants as having better service speed and food freshness, while American restaurants are viewed as cleaner and better located. Motivations for dining out differ significantly between the two types of cuisine, with American restaurants favored for special occasions and convenience, whereas Chinese restaurants are preferred for value and variety. The research highlights gender differences in preferences and suggests improvements for restaurant operators to enhance customer satisfaction.

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