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Does Culture of Origin Have an Impact on Online Complaining Behaviors? The Perceptions of Asians and Non-Asians

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  • Raksmey Sann

    (Department of Tropical Agriculture and International Cooperation, National Pingtung University of Science and Technology, Pingtung 91201, Taiwan)

  • Pei-Chun Lai

    (Department of Hotel and Restaurant Management, National Pingtung University of Science and Technology, Pingtung 91201, Taiwan)

  • Hui-Chen Chang

    (Department of Hotel and Restaurant Management, National Pingtung University of Science and Technology, Pingtung 91201, Taiwan)

Abstract

The main purpose of this study was to analyze and compare the online complaining behavior of Asian and non-Asian hotels guests who have posted negative hotel reviews on TripAdvisor to voice their dissatisfaction towards a select set of hotel service attributes. A qualitative content analysis of texts which relied on manual coding was used while examining 2020 online complaining reviews directed at 353 UK hotels and posted by visitors originating from 63 countries. The results from the word frequency analysis reveal that both Asian and non-Asian travelers tend to put more emphasis on Booking and Reviews when posting complaints online. Based on a manual qualitative content analysis, 11 different major online complaint categories and 65 sub-categories were identified. Among its important findings, results of this study show that non-Asian guests frequently make complaints which are longer and more detailed than Asian customers. Managerial implications and opportunities for future studies are also discussed.

Suggested Citation

  • Raksmey Sann & Pei-Chun Lai & Hui-Chen Chang, 2020. "Does Culture of Origin Have an Impact on Online Complaining Behaviors? The Perceptions of Asians and Non-Asians," Sustainability, MDPI, vol. 12(5), pages 1-37, February.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:5:p:1838-:d:326512
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    References listed on IDEAS

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    Cited by:

    1. Heesup Han & Soyeun Lee & Bo Meng & Bee-Lia Chua & Hyungseo Bobby Ryu, 2020. "The Relative Importance of Volunteer Tourism (Sustainable/Pro-Social Form of Tourism) Motivation Factors for Young Tourists: A Descriptive Analysis by Continents, Gender, and Frequency," Sustainability, MDPI, vol. 12(10), pages 1-21, May.
    2. Prakash Singh & Lokesh Arora & Abdulaziz Choudhry, 2022. "Consumer Behavior in the Service Industry: An Integrative Literature Review and Research Agenda," Sustainability, MDPI, vol. 15(1), pages 1-30, December.
    3. Raksmey Sann & Pei-Chun Lai & Chi-Ting Chen, 2022. "Crisis Adaptation in a Thai Community-Based Tourism Setting during the COVID-19 Pandemic: A Qualitative Phenomenological Approach," Sustainability, MDPI, vol. 15(1), pages 1-16, December.

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