The impact of cultural differences on service customisation: A multilingual commentary analysis

This study examines culturally differentiated patterns of satisfaction, service perceptions, and loyalty among German and Russian tourists staying at 4- and 5-star hotels in Antalya, Belek, and Kemer, Türkiye. A corpus of 145,518 TripAdvisor reviews from 2014 to 2024 was analysed using descriptive statistics alongside Latent Dirichlet Allocation (LDA) topic modelling and phrase extraction to capture themes in the original languages. Results indicate high overall satisfaction, with Belek recording the highest regional scores and Kemer the lowest, particularly among Russian visitors. Thematically, while German reviews prioritized entertainment and loyalty, Russian reviews focused heavily on entertainment and sea/spa experiences, alongside specific criticisms and unmet expectations across different travel contexts. Furthermore, staff friendliness and food quality were identified as central drivers of high ratings, whereas room-related issues were associated with lower satisfaction. By extending hospitality analytics beyond English-centric datasets, this study provides actionable insights for adopting culturally sensitive, data-driven service customisation strategies in destination management.