https://orcid.org/0000-0002-4861-6686
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ABSTRACT
We assess how cultural differences between guests and host destination affect the TripAdvisor score granted on hotel units. We selected two gambling destinations, Las Vegas and Macau, to enable a comparison between a Western and an Eastern destination. The six Hofstede’s cultural dimensions (power distance, individualism, masculinity, uncertainty avoidance, long term orientation, indulgence) were adopted. A total of 109,309 and 28,957 useful reviews for Las Vegas and Macau, respectively, were collected from TripAdvisor. Then, for each online reviewer, the difference between the reviewer’s country of origin and the destination for each dimension were computed. Finally, two data mining models (one per destination) of TripAdvisor score were computed using as inputs the differences for each dimension. We conclude that the difference between guest origin and destination cultural dimension influences the scores granted on TripAdvisor. We also found that the relevance of each dimension is different for both destinations analysed.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Notes on contributor
Sérgio Moro (Habilitation, PhD) is Assistant Professor at ISCTE and Coordinator of the Information Systems Group, ISTAR Research Center (http://istar.iscte-iul.pt/). He is an interdisciplinary Data Scientist aiming to unveil patterns of knowledge through data-driven approaches in domains such as Marketing, Tourism, and Education. His research appears in journals such as Annals of Tourism Research, International Journal of Information Management, International Journal of Contemporary Hospitality Management, Journal of Business Research. For more details, please visit: https://ciencia.iscte-iul.pt/authors/smcmo/cv?lang=en.