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

doi:10.1016/j.ijhm.2014.12.007

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 publication › Journal article › Academic research › peer-review

125 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 language	English
Pages (from-to)	143-149
Number of pages	7
Journal	International Journal of Hospitality Management
Volume	48
DOIs	https://doi.org/10.1016/j.ijhm.2014.12.007
Publication status	Published - 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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10.1016/j.ijhm.2014.12.007

Cite this

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AB - 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.

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KW - Online ratings

KW - Reputation

KW - Satisfaction difference

KW - Traveler distribution

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DO - 10.1016/j.ijhm.2014.12.007

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JO - International Journal of Hospitality Management

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

Abstract

Keywords

ASJC Scopus subject areas

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