Cultural Dimensions and Hotel Commentating via Online Travel Agent Websites of Thai and Other National Customers: Samui Island

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Siyathorn Khunon

Abstract

          This research aims to study opinions of Thai and other nation customers toward stayed hotels in Samui via online accommodation agent websites and to investigate the relation between the cultural dimensions of Hofstede and the comments. 3,267 comments were collected from 2 websites: agoda.com and booking.com. The finding revealed that hotel customers commented on positive issues rather than negative. In addition, hotel customers from all countries similarly expressed their negative opinions to guest rooms. The highest frequency of positive comments of Thai, ASEAN and Asia customers which is hotel’s physical evidence, are analogous. While most of non–Asia customers positively commented in hotel location issue. The research also found that cultural dimension–uncertainty avoidance is not related to customer satisfaction, positive and negative comments. While individualism and masculinity issues are related to customer satisfaction and positive comments. Lastly, the power distance dimension is related with customer satisfaction, positive and negative comments.

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