This research attempts to investigate the effectiveness of word-of-mouth in the Michelin starred
restaurants in the Netherlands. The research examined the management perspective of the restaurant owner?s
word-of-mouth communication. This study started with an explorative investigation and a pilot study, which
aimed to discover the indications that encourage word-of-mouth. The indicators found were used to develop
a conceptual model for the final research project. In the research project two instruments were used: expert
interviews and a questionnaire to the restaurant owners. The results show that word-of-mouth is an effective
tool in attracting new guests in Michelin starred restaurants. It also discovered that image is strongly related to
word-of-mouth, as it influences the expectation by customers formed prior to the visit.