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Does culture affect sentiments expressed in cruise tours’ eWOM?

Author

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  • Daniela Buzova
  • Silvia Sanz-Blas
  • Amparo Cervera-Taulet

Abstract

The study aims to examine the sentiment differences in the content of cruise tour online reviews across North Americans and Europeans, as representing the two largest cruise markets. Dictionary-based sentiment analysis has been carried out on 1127 reviews on guided tours retrieved from TripAdvisor. The results indicate significant differences in the sentiment score of the reviews, with North Americans’ texts being more emotionally charged than the European ones. In addition, North Americans’ reviews conveyed a more positive affect and had a more subjective and intimate tone, while those written by Europeans contained a smaller amount of sentiment-bearing words and their tone was more objective. The study’s contribution lies in (i) providing evidence for the influence of culture on electronic word-of-mouth communication in terms of varying sentiment expression, (ii) demonstrating the effectiveness of sentiment analysis for recognizing cultural differences and (iii) enhancing the current understanding of cruisers’ tour experience.

Suggested Citation

  • Daniela Buzova & Silvia Sanz-Blas & Amparo Cervera-Taulet, 2019. "Does culture affect sentiments expressed in cruise tours’ eWOM?," The Service Industries Journal, Taylor & Francis Journals, vol. 39(2), pages 154-173, January.
    • Handle: RePEc:taf:servic:v:39:y:2019:i:2:p:154-173
    DOI: 10.1080/02642069.2018.1476497
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    Citations

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    Cited by:

    1. Beatriz Moliner-Velázquez & Maria Fuentes-Blasco & Irene Gil-Saura, 2021. "Segmenting customers according to online word-of-mouth about hotels," Service Business, Springer;Pan-Pacific Business Association, vol. 15(1), pages 103-130, March.
    2. Yanhong Liu & Erwei Dong & Shiqi Li & Xiaowen Jie, 2020. "Cruise Tourism for Sustainability: An Exploration of Value Chain in Shenzhen Shekou Port," Sustainability, MDPI, vol. 12(7), pages 1-18, April.
    3. Blasco-Arcas, Lorena & Lee, Hsin-Hsuan Meg & Kastanakis, Minas N. & Alcañiz, Mariano & Reyes-Menendez, Ana, 2022. "The role of consumer data in marketing: A research agenda," Journal of Business Research, Elsevier, vol. 146(C), pages 436-452.
    4. Chuah, Stephanie Hui-Wen & Yu, Joanne, 2021. "The future of service: The power of emotion in human-robot interaction," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    5. Moon, Sangkil & Kim, Moon-Yong & Bergey, Paul K., 2019. "Estimating deception in consumer reviews based on extreme terms: Comparison analysis of open vs. closed hotel reservation platforms," Journal of Business Research, Elsevier, vol. 102(C), pages 83-96.
    6. Shuang Song & Hidenori Kawamura & Junichi Uchida & Hajime Saito, 2019. "Determining tourist satisfaction from travel reviews," Information Technology & Tourism, Springer, vol. 21(3), pages 337-367, September.

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