ASYMMETRIC EFFECTS OF USER-GENERATED MULTI-ATTRIBUTE EVALUATION ON HOTEL ONLINE RATINGS: DO THEY VARY AMONG CULTURES?
Authors
Apostolos Giovanis, University of West Attica, Athens, Greece
Pinelopi Athanasopoulou, University of Peloponnese, Sparta, Greece
Summary of the Conference Paper:
The proliferation of online rating platforms has revolutionized how hospitality services are evaluated, yet the role of cultural background in shaping the relationship between specific service attributes and overall guest satisfaction remains under-researched. This study investigates the asymmetric effects of user-generated multi-attribute evaluations on hotel ratings and explores how these effects vary across different cultures. Utilizing a dataset of 26,792 online reviews, the research identifies key service features through text mining and formulates a multi-attribute model based on the three-factor theory of customer satisfaction. By analyzing the “penalty” (negative evaluation) and “reward” (positive evaluation) associated with various service dimensions—such as staff, cleanliness, location, and facilities—the study reveals that the impact of these attributes on the final rating is non-linear and culture-dependent. The findings indicate that customers from diverse cultural backgrounds weigh service failures and successes differently; for example, certain attributes may act as “delighters” for one cultural group while being perceived as basic “must-have” requirements for another. These results provide critical insights for international hotel managers, enabling them to develop culturally-contingent service strategies and more effectively manage their online reputation across global market segments.
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How to cite this paper in several common academic styles:
APA Style (7th Edition) Giovanis, N. A., & Athanasopoulou, P. (2025, January 23–25). Asymmetric effects of user generated multi-attribute evaluation on hotel online ratings: Do they vary among cultures? [Paper presentation]. In A. Pastore, J. Schmitt, J. Jimenez, & K.-P. Wiedmann (Eds.), Proceedings of the 26th International Marketing Trends Conference, Venice, Italy. Paris-Venice Marketing Trends Association.
MLA Style (9th Edition) Giovanis, N. A., and Pinelopi Athanasopoulou. “Asymmetric Effects of User Generated Multi-Attribute Evaluation on Hotel Online Ratings: Do They Vary Among Cultures?” Proceedings of the 26th International Marketing Trends Conference, edited by Alberto Pastore et al., Paris-Venice Marketing Trends Association, 2025, Venice, Italy.
Chicago Style (17th Edition – Notes and Bibliography) Giovanis, N. A., and Pinelopi Athanasopoulou. “Asymmetric Effects of User Generated Multi-Attribute Evaluation on Hotel Online Ratings: Do They Vary Among Cultures?” In Proceedings of the 26th International Marketing Trends Conference, edited by Alberto Pastore, Julien Schmitt, Julio Jimenez, and Klaus-Peter Wiedmann. Venice: Paris-Venice Marketing Trends Association, January 23–25, 2025.
Harvard Style Giovanis, N.A. and Athanasopoulou, P. (2025) ‘Asymmetric effects of user generated multi-attribute evaluation on hotel online ratings: do they vary among cultures?’, in Pastore, A., Schmitt, J., Jimenez, J. and Wiedmann, K.-P. (eds.) Proceedings of the 26th International Marketing Trends Conference. Venice, Italy, 23–25 January. Paris-Venice Marketing Trends Association.
IEEE Style N. A. Giovanis and P. Athanasopoulou, “Asymmetric effects of user generated multi-attribute evaluation on hotel online ratings: Do they vary among cultures?” in Proc. 26th Int. Marketing Trends Conf., A. Pastore, J. Schmitt, J. Jimenez, and K.-P. Wiedmann, Eds. Venice, Italy: Paris-Venice Marketing Trends Association, Jan. 23–25, 2025.