Purpose The purpose of this study is to examine the role and influence of online reviewers’ cultural traits and perceived experience on online review ratings of Russian hotels by taking a direct measurement approach. Design/methodology/approach The authors adopt an explanatory sequential research design consisting of two stages. In the first stage, based on a sample of almost 75,000 Booking.com online reviews covering hotels located in Moscow (Russia), this study examines quantitatively to what extent the cultural traits of online reviewers and hotel guests’ perceived experience in online reviewing affect online ratings also using censored regressions. In the second stage, it interprets the results in light of semi-structured interviews conducted with a convenience sample of managers. Findings Each of the Hofstede’s cultural dimensions (namely, individualism, masculinity, uncertainty avoidance and power distance) exerts a significantly negative influence on the hotel online ratings. More specifically, the higher the levels of individualism, masculinity, uncertainty avoidance and power distance, the lower the hotel’s online ratings. Reviewers’ perceived experience in online reviewing is negatively related to online ratings. Research limitations/implications The study’s findings bear relevant practical implications for hotel managers and online platform managers in countries that are not typically covered by online consumer behavior studies in hospitality such as Russia. From a theoretical viewpoint, this study contributes to cultural studies in hospitality management and marketing with a further development of the nascent research stream taking a direct measurement approach to the study of cultural influences on consumers’ behaviors. Furthermore, this study offers a better and in-depth understanding of the role of cultural traits on electronic word of mouth, as well as international market segmentation theory in online settings. Originality/value The conjoint exploration of the effects of cultural differences and perceived experience in online reviewing adds to the nascent research stream taking a direct measurement approach to the study of the Hofstede’s cultural dimensions on online consumers’ behaviors. The authors make multiple theoretical and methodological contributions, highlighting that online hospitality customers cannot be considered as one homogeneous mass. Instead, the application of Hofstede’s cultural dimensions allows identifying distinctively different online behaviors across international online customers: different online customer groups can be clustered into segments, as they display different online behaviors and give different online evaluations.

The chapter focuses on the strategies of domestic and international hotel chains operating in the Russian market. Within this theoretical framework and using the current market situation, the strategies of domestic and international hotel chains are differentiated and classified.

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Purpose The purpose of this study is to identify Halal hotel attributes demanded by the Russian Muslim travelers. Following this, the study aims to investigate whether gender and types of travelers influence the demand for Halal hotel attributes. Design/methodology/approach Semi-structured interviews were conducted to localize the list of Halal hotel attributes for the Russian business context. A self-administrated online questionnaire was designed, distributed and collected from 191 Russian Muslim customers, who have stayed at Halal hotels in the past 12 months. Data analysis includes a t-test and analysis of variance. Findings The study revealed a list of Halal attributes demanded by Russian Muslim customers. Also, the findings indicate that the list of the attributes demonstrated the differences in the requested attributes between gender and types of travelers. Research limitations/implications The study came across three main limitations. The first was that the respondents surveyed were leisure tourists. Second, the majority of the respondents have university degrees. Third, the research sample is limited to approximately 200 respondents. This research primarily contributes to tourism and hospitality management, and consumer behavior literature, as this is the first study yielding insights on a new demographic: Russian Muslim tourists. Practical implications The study provides a clear understanding of the Halal hotel attributes demanded by Russian Muslims that can help hotel managers to accommodate the needs of this group while, at the same time, meeting the requirements of guests of different religions. Social implications The study contributes to improving social relationships within the Russian Federation as it improves society’s understanding of the life principles of Muslims. Originality/value This is the first study investigating the demand for Halal attributes by Russian Muslim tourists. By partly covering the empty research field on this topic, the study provides meaningful direction to future research of the Russian hotels’ Halal services from both supply and demand perspectives.

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