Beschreibung:
PurposeThe purpose of this paper is to call researchers’ attention to cross-cultural research using online consumer reviews and multilingual textual analysis.Design/methodology/approachThe authors discuss a selected literature review and the highlight of the four studies that show cross-cultural differences in online reviews on ethnic restaurants.FindingsApplying multilingual textual analysis could prompt new venues to verify and expand future cross-cultural research in tourism and hospitality.Originality/valueThe paper introduces examples of multilingual textual analysis used for cross-cultural studies.