Guest Experience and Loyalty in Vietnam’s Luxury Resorts Through Review Mining

This study explores the luxury resort guest experience among Vietnamese nationals, investigating how dimensions from online reviews influence satisfaction, negative emotion, and return intention. Using a mixed-methods approach, Study 1 analyzed 5,718 online reviews via LDA, identifying five themes: Service, Dining, Family Amenities, Setting, and Location/Return. Study 2 surveyed 256 participants, using SEM. Satisfaction and negative emotion mediated several of these influences on return intention, and the effects varied across dimensions. This study assesses data-driven dimensions and clarifies affect’s complex role in luxury loyalty in Vietnam.