Abstract:

In the tourism sector, the demands and needs of the guests can be different in line with their cultures, tastes, psychological structures and perceptions, which can make zero error-free service difficult. Dissatisfaction may be caused by the hotel service, employees, other guests or the guests themselves. The important thing is that wherever the dissatisfaction stems from, the problem should be solved immediately by taking a moderate approach to the guest, measures should be taken to prevent recurrence and guest suggestions should be taken into consideration. Because the reaction of the business to the guest can affect the satisfaction and behavioral intentions of the guests. From this point of view, the study aims to investigate the compensation strategies developed by a five-star corporate hotel operating in Antalya Belek region for guest feedback and the reflection of these strategies on guest behavioral tendencies. In the research, content analysis was carried out by using the documents of the guests who stayed at the hotel. A qualitative data analysis program ATLAS.ti 8 was used in the analysis of the data. As a result of the research, it was determined that different compensation strategies were applied by the business according to the degree of guest feedback, and the thoughts of the guests generally changed positively as a result of the compensation strategies. It has been determined that guests show behavioral tendencies such as thanking, writing positive comments on online review sites and agency surveys, giving high ratings to the hotel, choosing the hotel again, recommending the hotel to others, rebooking immediately for the next holiday, etc., while at the same time they show behavioral tendencies such as not reacting at all and seeing it as a task that the hotel should have done before. This study is expected to guide the tourism sector and tourism enterprises and help them develop solution strategies.

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