Tags:Electronic Word-of-Mouth (eWOM), Hotel Attributes, Online Reviews, Service Quality and Text Mining
Abstract:
This study sheds light on ways online guests’ rating in the hotel review website TripAdvisor differ between Chinese- and English-speaking groups. The dual analysis with 800 online reviews of 8 hotel brands that considered as a representative of its category located in Bangkok city, Thailand identified both quantitative and qualitative aspects of text mining. Results from quantitative analysis revealed that 2-star hotels were rated positively than 3- to 5-star hotels. English-speaking guests gave higher ratings than Chinese-speaking guest in all the hotel service attributes (e.g. Service, Cleanliness, Room, Sleep Quality, Location, Value, and Overall). From qualitative aspect, 10 service attributes that impacted on traveler satisfaction were identified. These attributes were then classified into three broad themed categories known as Intangible Service, Tangible Service and Staying Experience. The result further sheds the light on the most frequently used words when cross-cultural travelers give online reviews on the sites. Implications of the divergences in themes abstracted are discussed.
Do Hotel Booking Traveler Expect Differently in Hotel Experiences? Views of Eastern V.S. Western