Evaluation of E-Complaints about Hotels in Potential Tourism Destinations with a Geographical View: The Example of Adıyaman

Abstract

The virtual world, which makes service delivery more criticized in today's tourism sector, makes the comments and complaints of customers who have experienced these services a parameter of the potential choice group. Especially for hotel businesses, which are the dynamo of the sector, these complaints are among the main determinants. On the other hand, this situation has a different meaning for the hotels in the regions that are in the process of sectoral development and in the shadow of the competition due to the perception level of the geography in which they are located. From this point of view, the subject of ecomplaint is handled in Adıyaman, a province in the process of tourist development, and in the geographical point of view. As a sample, TripAdvisor site, which is one of the most interactive travel platforms, was taken and the data was obtained from the customer comments on the site. 137 comments in the "average", "bad" and "terrible" classification of 13 hotel businesses made by domestic and foreign customers; were examined by using document review, content analysis and descriptive analysis techniques. In line with the findings obtained, the most common complaint appeared in the theme of food and beverage. The most frequently recurring complaint contents were shaped on the basis of breakfast variety, food quality, room design, room cleaning and maintenance. The return rate of the enterprises for the comments examined in the study was found to be 35%.