HOTEL SERVICES PREFERENCES ACROSS CULTURES: A CASE STUDY OF APPLYING OPINION MINING ON VIETNAMESE AND AMERICAN ONLINE REVIEWS

Tourism is considered as one of the most important industries in Vietnam. The Government continuously keeps managing and asking for improving all sectors related to tourism. As an important infrastructure for tourism industries, hotels for accommodation are highly considered for improving customer services. On hotel booking and reviews channels, customers express their opinions and feedback about their experienced hotels by writing online reviews, this is valuable source of information that hotel managers should utilize. In this study, we collected 37,712 online reviews about Vietnamese hotels written by domestic and foreign customers in Vietnamese and English languages. Then we developed a hybrid model to perform opinion mining on multilingual social media text and explore for customer opinion differences across cultures. The results show that there are differences in hotel service preferences between Vietnamese and American customers. Based on this research result we recommend for improving customer satisfactions via diversifying across cultures

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