Positive reviews on TripAdvisor: a cross-linguistic study of contemporary digital tourism discourse

The emergence of the Web 2.0 profoundly changed the tourist experience and its modes of interaction and communication. Among the most pervasive forms of contemporary tourism discourse we find online reviews posted on social media platforms as TripAdvisor. Previous research on online travel reviews focused almost exclusively on negative reviews and mostly considered monolingual English dataset. In the present study we will explore positive reviews and we will add a cross-linguistic analysis comparing reviews written in English, Italian and Dutch. In this contribution, we first explore the move structure of reviews, and then delve into their different linguistic realizations, paying particular attention to potential cross-linguistic similarities and divergences. Our results show that positive reviews are generally formed by four main moves: positive and negative evaluations, offering extra/background information and future-oriented recommendations. These moves represent stable and recurrent features in reviews written in all three languages under examination. Further, also the topics of the reviews display a cross-linguistic tendency towards similarity, with the preferred topics being the accommodation, its services and the staff. The findings also highlight some divergences among the three language groups, especially not on what is said but on how it is said. For instance, in reviews written in Italian we found expressions of thankfulness and congratulations to the staff, while these are practically absent in the other languages. Moreover, we observed that Italian reviewers tend to realize positive evaluations in a more intensified way (e.g. through the use of superlative lexical expressions) while these strategies are used far less frequently in British and Dutch reviews. With this study we seek to contribute to research in the field of (digital) tourism discourse providing one of the first discourse-oriented analyses on reviews of positive polarity. Moreover, performing a comparative analysis, we aim at gaining a deeper insight on the issue of multilingualism within (online) tourism communication.