1 Introduction

This paper discusses that with the development of the Internet and tourism industry, tourism websites have become the main channel for obtaining hotel word-of-mouth information, and the negative comments posted online by customers have a significant impact on the psychology and decision-making of potential consumers. Hotels need to actively respond to negative reviews to restore their image, increase customers' willingness to consume again, and reduce potential customers' perceived risks. Existing research mostly approaches from an economic perspective, lacking a linguistic perspective to explore the relationship identity constructed between hotel online negative review responses and customers. This study uses real negative feedback responses from hotels on Chinese and American tourism websites as the corpus, and takes personal pronouns as the starting point to analyze the differences in the use characteristics and forms of personal pronouns in online negative feedback responses from Chinese and American hotels. It explores the similarities and differences in the constructed hotel customer relationship identity, in order to enrich the research on enterprise customer relationship identity discourse, enhance cross-cultural awareness, and reduce conflicts and contradictions.

2 Theoretical Framework

Explored the theory of identity construction, particularly the role of relational identity in online negative review responses for hotels in China and the United States. Relationship identity refers to the state of the relationship between two parties in a specific context, such as hierarchy, closeness, etc. In online communication, the relationship identity between e-commerce enterprises and customers presents new forms, including default, mutation, and compound relationship identity. Personal indicative language is a key language resource for building the relationship identity between hotels and customers, including consistency, metaphor, and variation. The hotel's online negative review response has the nature of advertising language, with frequent cross use of first person plural and institution name, which belongs to referential conversion. This article will analyze the differences in the use of person directed language resources in online negative reviews of hotels between China and the United States, as well as the similarities and differences in constructing customer relationship identities.

3 Research Design

Introduced research methods, including quantitative and qualitative analysis. Researchers selected high star hotels in popular cities in China and the United States from Ctrip and TripAdvisor websites, and collected 160 negative review responses. Use UAM Corpus Tool to annotate and encode personal indicators, and construct the relationship identity between hotels and customers. By using AntConc software to analyze and standardize the frequency of use of personal pronouns, this study compares the differences in personal pronouns in negative hotel review responses between China and the United States, and explores their socio-cultural reasons.

4 Results and Discussion

By analyzing the use of personal pronouns in online negative reviews of hotels in China and the United States, this study reveals the similarities and differences in the construction of hotel customer relationship identity between the two cultural backgrounds. Research has found that there are similarities and differences in the use of personal pronouns between Chinese and American hotels. The commonality lies in the fact that both parties use various personal pronouns to construct multiple relational identities, and are more influenced by the buying and selling relationship, using default identities. In terms of differences, American hotels tend to use consistent personal pronouns to construct composite relational identities, emphasizing equal and friendly communication, while Chinese hotels tend to use variant personal pronouns to construct variant relational identities, narrowing social distance with customers through intimate address. The tendency of American hotels reflects their cultural characteristics of individualism and low power distance, while the practices of Chinese hotels reflect the interpersonal relationship orientation that advocates hierarchy in Chinese culture. In addition, Chinese hotels tend to use derogatory language and elevate customer status to soften the tense relationship between both parties. These differences reflect the different communication strategies and cultural values of Chinese and American hotels in building hotel customer relationship identities.

5 Conclusion

This chapter summarizes the differences in the use of personal pronouns in online negative reviews of hotels between China and the United States. It points out that the US prefers direct consistency, while the Chinese use convoluted referents and variation to regulate the intimacy of the relationship. The US side constructs an equal and friendly composite relationship identity, while the Chinese side regards customers as relatives, friends, or VIPs, and constructs a variant relationship identity. These differences stem from different power distances, interpersonal relationship orientations, and social interaction tendencies. The study emphasizes the impact of socio-cultural differences on building relational identities and suggests that customers increase their cross-cultural awareness. Hotels should consider differences in personal pronouns to effectively handle interpersonal crises.