期刊
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT
卷 78, 期 -, 页码 50-58出版社
ELSEVIER SCI LTD
DOI: 10.1016/j.ijhm.2018.11.012
关键词
Language; Hospitality service encounters; Online ratings; eWOM; Empirical study
In an increasingly global travel market, hospitality services encounters involve growing interactions between providers and customers often belonging to different nationalities and cultures and speaking different languages. Extant hospitality management literature has explored the influence of language on service evaluations mostly in offline settings. This study innovatively captures the effect of the language used in online hotel reviews on online consumer ratings in two distinctively different destinations located in culturally different countries: Italy and Russia. Based on almost half a million Booking.com online reviews written by hotel guests in Moscow and Rome, we illuminate if and to what extent domestic vs. foreign language use affects online customer satisfaction. We find that the use of domestic language exerts a positive impact on online ratings in both countries. Implications for hospitality practitioners and managers, developers and managers of online review platforms, and customers of hotel services are discussed.
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