Unravelling the effects of cultural differences in the online appraisal of hospitality and tourism services

Abstract

• The study unravels cultural differences between service providers and customers. • Online reviews related to hospitality services in three countries analyzed. • Examines conjoint effect of nationality and language differences on online ratings. • Influence of national cultural distance on online ratings is destination-dependent. • Usage of a common language is positively associated with online review valence. International travelling has increased the likelihood of service interactions between customers and providers of different nationalities, frequently speaking various language, and repeatedly experiencing issues with intercultural communication. By examining more than 700,000 online reviews written by hotel guests of 101 different nationalities, using 84 different languages in their reviews, this study unravels cultural differences and examines through a direct measurement approach the simultaneous influence of national and linguistic differences between service customers and providers on online review valence. After controlling for reviewers’ demographics, behavioral features, trip related factors and location of service provider, the study findings reveal that while the influence of national cultural distance on online ratings is country- and destination- dependent, the usage of a common language is positively associated with online review valence irrespective of the destination/country where the service provider is located. Theoretical and practical implications are discussed.