Topic modeling of the quality of guest’s experience using latent Dirichlet allocation: western versus eastern perspectives

Purpose This study aims to understand the satisfaction and needs of eastern and western travelers as hotel guest, based on their experiences as seen in guest reviews and review topics. Design/methodology/approach Considering 2,965 and 1,035 western and eastern traveler reviews, respectively, from 47 countries, obtained from TripAdvisor listed-hotel in Phnom Penh and Siem Reap city in Cambodia, this study investigates the differences in hotel guest satisfaction and needs by using topic modeling (i.e. latent Dirichlet allocation [LDA]). Findings The results reveal differences in the online preferences, experiences, expectations and behaviors of hotel guests from different cultural backgrounds. Though western and eastern travelers appear to place similar emphasis on service, location, room and destination. The westerners more likely focus on meal and online reservation, whereas the easterners focus on hotel facility. Research limitations/implications Reviews were obtained from only two cities in Cambodia, which is not an adequate representation of the diverse travelers visiting the country. Practical implications The comparison highlighting the similarities and dissimilarities between western and eastern traveler perspectives enable hoteliers to understand guests’ preferences and their hidden changes in (dis)satisfaction and leverage it to improve hotel service quality, increase occupancy and, thereby, maximize profits. Originality/value This study contributes to the literature on hotel guests’ experiences by presenting the difference in perceptions of service experience of western and eastern travelers, through topic modeling.