Green Advertising or Green Word-of-Mouth?: Big Data Insights into Green Hotels, Culture, and Consumer Psychology

This study examines how personal values, moral foundations, and cultural orientations shape consumer evaluations of green hotel services, drawing on 180,000 TripAdvisor reviews from the United States, South Korea, and India. Using text mining and sentiment analysis, we show that review features such as length, rating, and positive sentiment enhance perceived helpfulness across cultures. Cross-cultural differences reveal that Indian and South Korean consumers emphasize communal values and moral responsibility, whereas American consumers prioritize individual expectations and express stronger criticism when sustainability efforts fall short. Findings advance understanding of value-driven and morally grounded consumer behavior and provide actionable guidance for culturally tailored green hotel marketing strategies.