Perceiving Asian-ness in Hospitality: Observations From Online Reviews

Abstract

The arrival of the Asian wave has accelerated the formation and awareness of the Asian paradigm in hospitality and tourism. On the basis of TripAdvisor online reviews, this study explored tangible and intangible services affecting customers’ experiences and perceptions in upscale hotels with Asian cultural backgrounds and investigated the elements of Asian hospitality perceived by different types of travelers. Text mining and natural language processing modules were utilized to collect and analyze online reviews from couples, families, business travelers, friends, and solo travelers. The study identified elements affecting customers’ perceptions of Asia-ness in hospitality, with both positive and negative sentiments. Findings from this research contribute to the literature on the Asian paradigm in hospitality and provide practical marketing and management implications for local and international hotels seeking to improve their competitiveness and market position in Asia.