Do travelers’ service encounter preferences vary according to different travel models? An empirical study based on mining user-generated content

Purpose Based on role theory, this study aims to investigate the potential of user-generated content to effectively evaluate the heterogeneity of travelers’ various hotel service encounter preferences in different travel group compositions. Design/methodology/approach Using a novel actor–action–effect analysis framework, 117,128 online hotel reviews were drawn to assess tourists’ perspectives on service encounters. Findings Leisure travelers, such as couples and families, tended to mention front-office employees more often than business travelers. Business travelers had higher standards for evaluating service encounters than leisure travelers. Business travelers prioritized core hotel services, such as reception and overall experience. In contrast, leisure travelers preferred extended services, such as the provision of directions, destination recommendations and tour and transport services. Originality/value Based on role theory, this study systematically analyzed and elucidated role scripts across six key dimensions of customer–employee interactions within diverse travel group configurations. The findings demonstrate that distinct traveler models exhibit varied preferences and perceptions concerning different service encounters. This research enhances the understanding of how various travel modes affect the evaluation of service experiences and provides strong theoretical support for the influence of travel models on evaluation dynamics during service interactions.