Open figure viewer
Purpose
The purpose of this paper is to call researchers’ attention to cross-cultural research using online consumer reviews and multilingual textual analysis.
Design/methodology/approach
The authors discuss a selected literature review and the highlight of the four studies that show cross-cultural differences in online reviews on ethnic restaurants.
Findings
Applying multilingual textual analysis could prompt new venues to verify and expand future cross-cultural research in tourism and hospitality.
Originality/value
The paper introduces examples of multilingual textual analysis used for cross-cultural studies.
© Emerald Publishing Limited
2020
Emerald Publishing Limited
Licensed re-use rights only
You do not currently have access to this content.
