The Influence of Cross-Cultural Factors on the Hotel Reviews Sentiments

Cross-cultural research is a type of comparative research, the object of which is culture. Studies of the influence of culture were carried out in the direction of many factors. The object of this master's thesis was hotel reviews. Reviews, especially negative ones, help to improve the structure of the provision of any type of service, in particular hospitality services, pointing to specific problems. Feedback can also be useful to find the best approach to guests that considers their characteristics, needs, desires, what they most often pay attention to in terms of nationality, as well as in what sentiment such emphasis is made. The purpose of this study was to identify aspects of the hotel stay, the mention and tonality in the reviews of which are influenced by cross-cultural factors. To achieve this goal, the author of this master's thesis was carried out systematization of cross-cultural factors on the basis of the researches conducted by both domestic and foreign scientists, the code was written in the programming language Python, with its help reviews written on the official pages of Moscow hotels on Facebook representatives of different countries were collected. The reviews were grouped according to the nationalities of the guests who wrote them, afterward, common attributes that tourists pay attention to while expressing their opinion about staying in the hotel through content analysis were identified, the tonality of reviews was also revealed, that is, a comparison of positive and negative signs in the above mentioned attributes, the differences and similarities in the reviews of tourists from the UK, the USA and Latin America were determined and, as a result, the influence of cross-cultural factors on the sentiment and specificity of hotel reviews was identified. At the final stage of the study, conclusions were formulated based on the results obtained during the analysis and several recommendations for the settlement of conflict situations based on the importance and tone of the use of the identified attributes was proposed.