Despite the extensive use of textual user-generated content, the integration of photos in analytical models remains limited, and the antecedents of negative emotions are not well understood. This study addresses both gaps by modeling photos and nationality as a covariate by using 2,122 customer complaints from 61 Indian heritage hotels using the Structural Topic Model. Room hygiene, staff behavior, food quality, staff responsiveness, and room & booking issues are key determinants of customer dissatisfaction. Customers provided visual evidence when complaining about staff behavior, room hygiene, reservation issues, and pricing issues. The findings offer valuable insights for heritage hotel service providers to understand the heterogeneous nature of customer experiences and expectations, thereby enabling improvements in service delivery, reputation, and profitability.