Textual analysis of online reviews as a lens for cross-cultural assessment

The purpose of this paper is to call researchers’ attention to cross-cultural research using online consumer reviews and multilingual textual analysis.,The authors discuss a selected literature review and the highlight of the four studies that show cross-cultural differences in online reviews on ethnic restaurants.,Applying multilingual textual analysis could prompt new venues to verify and expand future cross-cultural research in tourism and hospitality.,The paper introduces examples of multilingual textual analysis used for cross-cultural studies.