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In order to investigate the key attributes of casino hotel customer eWOM and their structural relationships, this study selects two casino hotels located in Las Vegas and Macao. Through big data analytics, online reviews of two casino hotels from Google Travel were utilized. The frequency and CONCOR analyses showed the top 50 high-frequency words for each hotel and divided them into groups. The results of the factor analysis and linear regression analysis show that four factors, namely “Physical Environment”, “Entertainment”, “Experience”, and “Amenity”, in Las Vegas have a significant impact on customer satisfaction, while two factors, namely “Value” and “Physical Environment”, do in Macao. Through the results, the study points out the general characteristics affecting customer satisfaction of casino hotels, as well as the distinctions in influencing factors of their customer satisfaction in different source markets.

An Exploratory Study of Electronic Word-of-Mouth Focused on Casino Hotels in Las Vegas and Macao