Sentiment analysis – a review and agenda for future research in hospitality contexts

Emily Ma (Department of Hospitality and Tourism Management, Isenberg School of Management, University of Massachusetts, Amherst, Massachusetts, USA)
Mingming Cheng (Department of Tourism Otago Business School, University of Otago, Otago, New Zealand)
Aaron Hsiao (Department of Tourism, Sport and Hotel Management, Griffith University, Brisbane, Australia)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Publication date: 12 November 2018



The study aims to provide a critical review of the origin, development and process of sentiment analysis (SA) and a demonstration for hospitality researchers and students on how to perform SA using a sample study.


A critical review and sample case demonstration approach was applied. The sample study used Leximancer to perform SA using TripAdvisor review data.


A critical evaluation of the most popular SA tools was provided, highlighting their advantages and disadvantages. A step-by-step demonstration with data provided makes it possible for readers to learn this technique at own pace.


By providing a critical review of SA supported with a demonstration case study, this study makes a timely contribution for broader awareness and understanding, as well as the application of SA in hospitality.



The authors of this research are very grateful for the support from Dr Andrew Smith, Founder and Chief Scientist of Leximancer, who provided advice on the sentiment analysis function in Leximancer. The authors are also thankful to Guojie (Desmond) Zhang at the University of Otago for his help with the data cleaning process. The authors would like to give special thanks to Dr Ali Reza Alaei and his research team for sharing valuable insights on sentiment analysis in tourism.


Ma, E., Cheng, M. and Hsiao, A. (2018), "Sentiment analysis – a review and agenda for future research in hospitality contexts", International Journal of Contemporary Hospitality Management, Vol. 30 No. 11, pp. 3287-3308.

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