Abstract:

The main objective of the study is to explore the negative holiday experiences of local tourists who buy services from accommodation companies during the COVID-19 pandemic process. Therefore, the research has been used by a qualitative method. The sample of the study consists of 5108 online reviews on TripAdvisor covering the pandemic period of 2020 (January-December). The research data was analyzed using the content analysis technique and the data was divided into two main dimensions in the first phase: positive (4401 pieces) and negative (707). Then, negative comments were studied in accordance with the main objective of the research and the findings were gathered under six topics, including the failure of the company to comply with the pandemic rules, the failure of guests to comply with the pandemic rules, the decrease in the quality of service by reasoning the pandemic rules, the rise in the prices of services, the failure of complaints to be taken into account by the company and the reflection of the pandemic period in the employer behavior. In the results section of the study, recommendations were presented discussing the effects of negative experiences on consumer satisfaction.

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