Close Yet Distinct: Varying Hotel Consumption Behaviors Among the Big Four European Countries—Insights From TripAdvisor Reviews Using Multilevel Modeling

ABSTRACT Outbound travelers from the so‐called Big Four European countries—France, Germany, Italy, and the United Kingdom—are essential target markets in the global travel industry, consistently ranking within the top 10 for tourist volume. Despite their geographical proximity, these nations have cultivated distinct cultures, values, and customs, resulting in unique consumer characteristics for each country. However, comparative studies of these travelers within the hotel context remain limited. To bridge this gap, this study employs TripAdvisor review data and multilevel modeling to examine the varying impact that various hotel attributes (e.g., service, cleanliness, sleep quality, value‐for‐money, location) have on overall hotel evaluation across the Big Four, segmented by three‐, four‐, and five‐star hotels. The findings emphasize nationality as a critical factor in consumer behavior, offering theoretical support for Consumer Culture Theory and practical insights for hotel management and online travel agencies to design more targeted and effective strategies.