Identifying value-creating aspects in luxury hotel services via third-party online reviews: a cross-cultural study

What is it about?

The purpose of the study is to identify critical value-creating elements of luxury services expressed in ratings and reviews posted in third-party sites and examine cross-cultural differences. To this end, the research analyzed online ratings and reviews of luxury hotels posted on TripAdvisor from customers of various European regions. Eight hundred thirty-eight online user-generated ratings and reviews of luxury hotels were analyzed quantitatively using MANOVA and qualitatively using text analysis. The study's findings identify a) the most critical experiential elements of the luxury hotels offerings for their customers from the European Union (EU) and b) identify similarities/differences among tourists from various regions of Europe in their post-purchase online behavior as expressed in their ratings and reviews. The value of this study originates from studying post-purchase customer behavior in luxury services from a cross-cultural perspective. Moreover, identifying critical aspects of value-creating customer experience in a luxury context adds to the available literature

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