The recent development in online communities and web based virtual reviews has increased the number of people who use websites such as Trip Advisor.com, Yelp.com, Chowhound.com Priceline.com and forecast in order to look up information on the places they desire to visit and make subsequent bookings (Law & Cheung, 2006). As years have progressed this trend of reviewing has improved with additional details and posting pictures, links etcetera. This thesis has led to exploring the effects such reviews have on potential tourists.
People use many forums such as Facebook and personalized blogs to compliment and complain about the places they have traveled to on the internet (Au, Buhalis & Law, 2014). They do so by the careful selection of words and often by adding and sharing pictures related to their travels. The behaviors of both Eastern and Western people are different from each other as far as complaint and compliment behavior is concerned, since each expects a different level of customer service as well as the services provided at the hotels. This study aims to evaluate the degree of differences in the opinions of eastern and western reviewers on the same group of hotels in the east as well the west.