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Cultural differences in hospitality service evaluations: mining insights of user generated content

Author

Listed:
  • Chong Guan

    (Singapore University of Social Sciences)

  • Yu-Chen Hung

    (Singapore University of Social Sciences)

  • Wenting Liu

    (Singapore University of Social Sciences)

Abstract

Online peer-to-peer platforms have been widely utilized to facilitate sharing vast amounts of user-generated content (UGC) in the hospitality industry. However, research on the cultural impacts of the broad spectrum of UGC remains nascent and limited. This study therefore elaborates how the hospitality service dimensions that are reflected in UGC both predict service evaluation and are contingent on a reviewer’s prevailing culture. We analyzed a usable sample of 9,257 hotel reviews from 148 countries with latent Dirichlet allocation and aspect-based sentiment analysis algorithms to identify the top service features and corresponding polarity scores. Machine learning identified three dimensions of hospitality service quality: adaptability, reliable delivery, and tangibles. These three dimensions predict customers’ overall hotel ratings, and the magnitude and direction of their effects depend on alignments of cultural orientations. Following Hofstede’s cultural dimensions, reliable delivery and tangibles align with individualism and uncertainty avoidance cultures. Adaptability aligns with power distance, masculinity, long-term orientation, and indulgence cultures.

Suggested Citation

  • Chong Guan & Yu-Chen Hung & Wenting Liu, 2022. "Cultural differences in hospitality service evaluations: mining insights of user generated content," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1061-1081, September.
    • Handle: RePEc:spr:elmark:v:32:y:2022:i:3:d:10.1007_s12525-022-00545-z
    DOI: 10.1007/s12525-022-00545-z
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    Cited by:

    1. Yucheng Zhang & Zhiling Wang & Lin Xiao & Lijun Wang & Pei Huang, 2023. "Discovering the evolution of online reviews: A bibliometric review," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-22, December.
    2. Yun Wan & Makoto Nakayama & Chei Sian Lee & Simon Poon & Panagiotis Stamolampros, 2022. "The cultural impact in platform competition," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1033-1035, September.

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    More about this item

    Keywords

    User-generated content; Culture; Aspect-based sentiment analysis; Service; Platform; Hospitality;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

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