“THE ROOM WAS QUITE SMALL BY AMERICAN STANDARDS” – ARE ONLINE HOTEL REVIEWS CULTURE-SPECIFIC?

IF 0.5 Q4 HOSPITALITY, LEISURE, SPORT & TOURISM

TOURISM CULTURE & COMMUNICATION Pub Date : 2021-01-01 DOI:10.3727/109830421x16345418234001

M. Nielsen, K. Zethsen

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Abstract

Hotel bookings are increasingly made online, and many travellers rely on eWOM in the form of peer hotel reviews. These reviews potentially contain information of great relevance to the tourism industry and offer a unique and ever-expanding corpus of unsolicited data. If this data is investigated systematically, it may provide insights that would enable hotel managers to be proactive in their marketing. The present study focuses on the under-researched area of the potential impact of nationality on the reviews. Using a corpus of authentic American and German hotel reviews and the qualitative, phenomenologically-inspired method of Systematic Text Condensation, this study investigates the impact of national culture on review comments in order to establish whether nationality makes a difference for the themes and attitudes expressed. The data indicate that Americans are more likely to focus on old-world charm, romance, physical comfort, personal service/relations and problem-solving than Germans are. The overall results of this qualitative study allow us to conclude that there are indeed differences between the German and the American reviews to a degree that is worth pursuing in future mixed-methods research and that may have practice implications for hotel managers.

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“按照美国人的标准，房间相当小”——在线酒店评论是针对文化的吗?

酒店预订越来越多地在网上进行，许多旅行者依赖于eWOM这种形式的同行酒店评论。这些评论可能包含与旅游业密切相关的信息，并提供了一个独特的、不断扩大的主动数据语料库。如果对这些数据进行系统调查，它可能会提供见解，使酒店经理能够积极主动地进行营销。本研究的重点是国籍对评论的潜在影响这一研究不足的领域。本研究使用真实的美国和德国酒店评论语料库和定性的、现象学启发的系统文本浓缩方法，调查民族文化对评论评论的影响，以确定国籍是否会对所表达的主题和态度产生影响。数据显示，与德国人相比，美国人更注重旧世界的魅力、浪漫、身体舒适、个人服务/人际关系以及解决问题的能力。这项定性研究的总体结果使我们得出结论，德国和美国的评价之间确实存在一定程度的差异，值得在未来的混合方法研究中继续研究，这可能对酒店经理具有实践意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

TOURISM CULTURE & COMMUNICATION HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

1.20

自引率

16.70%

发文量

期刊介绍： Tourism, Culture & Communication is the longest established international refereed journal that is dedicated to the cultural dimensions of tourism. The editors adopt a purposefully broad scope that welcomes readers and contributors from diverse disciplines and who are receptive in a wide variety of research methods. While potential cultural issues and identities are unlimited, there is a requirement that their consideration should relate to the tourism and hospitality domain. Tourism, Culture & Communication provides readers with multidisciplinary perspectives that consider topics and fields extending beyond national and indigenous cultures as they are traditionally understood and recognized. Coverage may extend to issues such as cultural dimensions of the United Nations’ Sustainable Development Goals (SDGs), gender and tourism, managing tourists with disabilities, sport tourism, or age-specific tourism. Contributions that draw upon the communications literature to explain the tourism phenomenon are also particularly welcome. Beyond the focus on culture and communications, the editors recognize the important interrelationships with economies, society, politics, and the environment. The journal publishes high-quality research and applies a double-blind refereeing process. Tourism, Culture & Communication consists of main articles, major thematic reviews, position papers on theory and practice, and substantive case studies. A reports section covers specific initiatives and projects, “hot topics,” work-in-progress, and critical reviews.