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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
first_indexed 2025-09-11T07:34:52Z
last_indexed 2026-02-06T06:52:12Z
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spelling 2026-02-05T15:18:26.9078068 v2 70323 2025-09-11 Towards a better understanding of tourist satisfaction in ethnic-minority villages: A sentiment analysis approach 4f81981d78ed3082b232463da24d1bb9 0000-0002-5468-6816 Brian Garrod Brian Garrod true false 2025-09-11 CBAE 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. Journal Article Tourism and Hospitality Research 0 SAGE Publications 1467-3584 1742-9692 ethnic minority village tourism; tourist satisfaction; online reviews; service quality; cultural experience,Xijiang Miao village 24 9 2025 2025-09-24 10.1177/14673584251381486 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University Another institution paid the OA fee This research was supported by the Chongqing University of Arts and Sciences Foundation Project (Grant No. Y2023LY05). 2026-02-05T15:18:26.9078068 2025-09-11T08:30:10.8276595 Faculty of Humanities and Social Sciences School of Management - Business Management Wang Qiong 1 Ahmad Shuib 2 Erose Sthapit 0000-0002-1650-3900 3 Brian Garrod 0000-0002-5468-6816 4 70323__35443__4087c007024c462ea71df7eab54be1e8.pdf 70323.VoR.pdf 2025-10-22T14:24:13.6729242 Output 1446321 application/pdf Version of Record true © The Author(s) 2025. This article is distributed under the terms of the Creative Commons Attribution 4.0 License. true eng https://creativecommons.org/licenses/by/4.0/
title Towards a better understanding of tourist satisfaction in ethnic-minority villages: A sentiment analysis approach
spellingShingle Towards a better understanding of tourist satisfaction in ethnic-minority villages: A sentiment analysis approach
Brian Garrod
title_short Towards a better understanding of tourist satisfaction in ethnic-minority villages: A sentiment analysis approach
title_full Towards a better understanding of tourist satisfaction in ethnic-minority villages: A sentiment analysis approach
title_fullStr Towards a better understanding of tourist satisfaction in ethnic-minority villages: A sentiment analysis approach
title_full_unstemmed Towards a better understanding of tourist satisfaction in ethnic-minority villages: A sentiment analysis approach
title_sort Towards a better understanding of tourist satisfaction in ethnic-minority villages: A sentiment analysis approach
author_id_str_mv 4f81981d78ed3082b232463da24d1bb9
author_id_fullname_str_mv 4f81981d78ed3082b232463da24d1bb9_***_Brian Garrod
author Brian Garrod
author2 Wang Qiong
Ahmad Shuib
Erose Sthapit
Brian Garrod
format Journal article
container_title Tourism and Hospitality Research
container_volume 0
publishDate 2025
institution Swansea University
issn 1467-3584
1742-9692
doi_str_mv 10.1177/14673584251381486
publisher SAGE Publications
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
active_str 0
description 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.
published_date 2025-09-24T05:32:22Z
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score 11.096068

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