Priority analysis of job selection motivations among culinary majors and chefs: a comparative study using Borich Needs Assessment and The Locus for Focus Model

The purpose of this study is to examine structural differences in career selection motivations between culinary majors and current chefs amid rapid changes in the restaurant and culinary industry. In consideration of industrial restructuring, job value shifts in Generation Z (GenZ), and the growing manpower shortage, this study compared the perceived importance and satisfaction levels between the two groups. Response data from 212 participants were analyzed using reliability testing, the Borich needs assessment, and the Locus for Focus (LLF) model to identify differences in perception and needs. The results showed that culinary majors prioritized welfare benefits (R1), professional reputation (V2), and job suitability (R4), whereas chefs considered ability utilization (S4) and career outlook (R3) as the most urgent improvement factors. LLF analysis indicated that expectation-related factors for majors and work environment–related factors for chefs were classified within the High Importance–High Difference quadrant. According to the integrated analysis results, both analyses revealed that majors need support in job image, social recognition, and aptitude alignment, whereas chefs require improved working conditions and growth opportunities. This study confirms stage-specific differences in career motivations and highlights the need for educational support for majors and institutional improvements for chefs to enhance talent retention in the culinary field.