Analysis of the Comments’ Replies on the Online Travel Agency Website Expedia

Abstract

Globalization has been the bourgeoning of Online Travel Agency (OTA) websites that manage accommodation bookings for hotels worldwide. Bases on Panseeta and Todd’s framework (2014), this research study examined word choices and common language expressions employed by Bangkok 5-star hotels in responses to guests’ reviews on Expedia. Anthony’s (2018) software AntConc 3.5.7 was used to analyze words and concordance of the corpus. Findings revealed generic pattern of replies as shown in frequently used words, phrases, and language expressions by which hotels addressed the comments of their customers. The greater use of words and expressions relating to the involved dimension of language indicated that hotels mainly focused on building interpersonal relationships with their guests. The study also provides implications on the use of language and its influences on perceptions of both former and potential customers in managing electronic word of mouth.