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Purpose 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. Design/methodology/approach A critical review and sample case demonstration approach was applied. The sample study used Leximancer to perform SA using TripAdvisor review data. Findings 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. Originality/value 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.

While the impact of organizational diversity on employees' work outcomes has received significant research attention, there is a dearth of literature in hospitality settings, particularly in Eastern cultures. Integrating the Social Identity Theory and diversity literature, this study, using data collected from 22 hotels in Taiwan, examined the relationship of perceived organizational diversity with Job Performance (JP), Organizational Citizenship Behaviours (OCB) and Turnover Intention. The results indicated that the level of diversity perceived by hotel employees, significantly influenced employees' JP and OCB. Ethnicity status also moderated the relationship between the perception of diversity levels and employee turnover intention. Specifically, a negative relationship between perceived diversity and turnover intention was observed among indigenous employees while a positive relationship was observed among non-indigenous employees.