Does culture affect sentiments expressed in cruise tours’ eWOM?

Daniela Buzova · Silvia Sanz Blas · Amparo Cervera

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Cruise Tourism Development and Management Digital Marketing and Social Media Sentiment Analysis and Opinion Mining

Abstract

The study aims to examine the sentiment differences in the content of cruise tour online reviews across North Americans and Europeans, as representing the two largest cruise markets. Dictionary-based sentiment analysis has been carried out on 1127 reviews on guided tours retrieved from TripAdvisor. The results indicate significant differences in the sentiment score of the reviews, with North Americans’ texts being more emotionally charged than the European ones. In addition, North Americans’ reviews conveyed a more positive affect and had a more subjective and intimate tone, while those written by Europeans contained a smaller amount of sentiment-bearing words and their tone was more objective. The study’s contribution lies in (i) providing evidence for the influence of culture on electronic word-of-mouth communication in terms of varying sentiment expression, (ii) demonstrating the effectiveness of sentiment analysis for recognizing cultural differences and (iii) enhancing the current understanding of cruisers’ tour experience.

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2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?2007Electronic word-of-mouth in hospitality and tourism management 2011Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites 2013Emotions and Information Diffusion in Social Media—Sentiment of Microblogs and Sharing Behavior 2010Estimating the Helpfulness and Economic Impact of Product Reviews: Mining Text and Reviewer Characteristics 2014What makes a useful online review? Implication for travel product websites 2013New consumer behavior: A review of research on eWOM and hotels 2004Consumer behavior and culture: consequences for global marketing and advertising

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