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Towards a better understanding of tourist satisfaction in ethnic-minority villages: A sentiment analysis approach

Wang Qiong, Ahmad Shuib, Erose Sthapit Orcid Logo, Brian Garrod Orcid Logo

Tourism and Hospitality Research

Swansea University Author: Brian Garrod Orcid Logo

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DOI (Published version): 10.1177/14673584251381486

Abstract

Using online reviews, this study explores the factors influencing visitor satisfaction in the context of ethnic-minority village tourism. Tourist satisfaction is a critical determinant of destination sustainability, particularly in rural ethnic minority villages that rely on tourism as a key driver...

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Published in: Tourism and Hospitality Research
ISSN: 1467-3584 1742-9692
Published: SAGE Publications 2025
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URI: https://cronfa.swan.ac.uk/Record/cronfa70323
Abstract: Using online reviews, this study explores the factors influencing visitor satisfaction in the context of ethnic-minority village tourism. Tourist satisfaction is a critical determinant of destination sustainability, particularly in rural ethnic minority villages that rely on tourism as a key driver of economic development and cultural preservation. Such villages offer unique cultural, environmental, and social experiences that distinguish them from mainstream destinations, yet they face challenges in meeting diverse tourist expectations while maintaining authenticity. To address this conundrum, online review data were analyzed using sentiment analysis, latent Dirichlet allocation topic modeling, and regression analysis. The findings identify several factors that impact upon tourist satisfaction: service quality, unique cultural experiences, geographically tailored marketing methods, and real-time monitoring and reaction capabilities. In addition, the results reveal a significant relationship between sentiment scores and tourist satisfaction, underlining the value of sentiment analysis in tourism evaluation. Key managerial implications include enhancing service quality, offering authentic cultural experiences, and developing regionally adaptive marketing strategies that incorporate real-time feedback mechanisms.
Keywords: ethnic minority village tourism; tourist satisfaction; online reviews; service quality; cultural experience,Xijiang Miao village
College: Faculty of Humanities and Social Sciences
Funders: This research was supported by the Chongqing University of Arts and Sciences Foundation Project (Grant No. Y2023LY05).

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