From measurement scale to sentiment scale: Examining the effect of sensory experiences on online review rating behavior

Fuad Mehraliyev, Andrei P. Kirilenko, Youngjoon Choi

Research output: Journal article publicationJournal articleAcademic researchpeer-review

25 Citations (Scopus)


The crucial role of sensory dimensions in customer experiences has been supported in literature. However, traditional self-reported sensory measurements have limited capacity in capturing the multi-dimensional experiences sensed by individuals and articulating the distinct effect of different sensory dimensions on actual behavior. This study is the first attempt to test the effects of positive and negative experiences involving all five senses (sight, smell, sound, taste, and touch) on customer ratings. The sensory experiences reported in social media reviews were captured and explored using text mining and sentiment analysis. The findings show that although the majority of customers’ experiences were positive, the negative sensory experiences had higher effect on customer rating. Furthermore, the five senses had different weights in forming overall experience, which provides theoretical contributions to the literature on sensescapes, prospect theory, and discourses on satisfiers and dissatisfiers.

Original languageEnglish
Article number104096
JournalTourism Management
Publication statusPublished - Aug 2020


  • Big data
  • Customer experience
  • Online rating
  • Online review
  • Prospect theory
  • Sensory experience
  • Sentiment scale
  • Social media

ASJC Scopus subject areas

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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