Cross‐cultural Perceptions of Onshore Guided Tours: A Qualitative Approach Based on eWOM
通过分析Tripadvisor上334条邮轮游客对西班牙港口导游服务的评论，发现欧洲游客更看重效率，北美游客更赞赏导游表现和定制化服务，为旅游服务差异化提供参考。
ABSTRACT Recognizing the importance of the study of guided tour experiences and being aware of the cross‐cultural variations of services’ perceptions, the purpose of this article is to examine if cruise tourists from the two main generating markets (Europe and North America) perceive differently a port of call guided tour based on the content of the eWOM generated. The data set was comprised of 334 reviews on guided tours undertaken in Spanish ports of call and published during the period 2009–2015 on the major travel Web site Tripadvisor. The thematic content analysis of the data was performed using the text mining software Leximancer. The results yielded different pictures for the experiences described by both cultures, with Europeans valuing the tour in terms of efficiency and North Americans praising guide's performance and tailor‐made tour services. Based on these findings, practical implications are discussed.