Affiliation:
1. University of Valencia, Spain
2. Autonomous University of Madrid, Spain
Abstract
The proliferation of content generated by tourists, in parallel with the exponential growth of social media is causing a paradigm shift in research. Traditional surveys cannot be necessary to obtain users' opinions when scholars can access this valuable information freely through social media. In the domain of tourism, online tourists' reviews (OTRs) shared on online travel communities stand out. The aim of this study is to demonstrate the usefulness of OTRs in analysing the image of a green hotel. The authors also examine the possible differences in the content of green hotel online reviews across Anglos and European tourists. The data source are 28,189 reviews by tourists shared on TripAdvisor regarding the 82 green hotels of the city of Amsterdam. The findings showed that tourist's culture significantly determine the content of the OTRs. The results show preferences and opinions from the tourist's perspective, which can be useful for hotel managers to promoting sustainability practices.