A segmentation of online reviews by language groups: How English and non-English speakers rate hotels differently

Markus Rolf Schuckert, Xianwei Liu, Chun Hung Roberts Law

Research output: Journal article publicationJournal articleAcademic researchpeer-review

69 Citations (Scopus)

Abstract

We employ a secondary data source of more than 86,000 customer ratings of Hong Kong star-rated hotels to explore the distribution and difference in rating behavior of English and non-English speaking guests in an online environment. We find that (a) English speaking guests prefer high-class hotels, (b) non-English speaking guests are more fastidious about five-star hotels and demand higher service quality, while English speaking guests desire bigger rooms in four-star hotels, and (c) satisfaction difference is bigger in lower class hotels or in hotels with fewer English speaking guests. We propose managerial implications for the hotel industry and give suggestions for future research.
Original languageEnglish
Pages (from-to)143-149
Number of pages7
JournalInternational Journal of Hospitality Management
Volume48
DOIs
Publication statusPublished - 1 Jul 2015

Keywords

  • Language
  • Online ratings
  • Reputation
  • Satisfaction difference
  • Traveler distribution

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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