Abstract:

The main aim of this study is to understand and analyze the e-complaints of tourists for online travel agencies (OTAs) by using content analysis. The sample consists of 410 e-complaints about the travel services of agencies. The theoretical background lies under the stakeholder approach that is considered to understand the actors' complaints about the agency services. In this study, the tourists are the stakeholders who are in touristic activities. The top emphasis of tourists is on the hotels’ condition, price differences, service quality, online customer services, institutionalism, level of communication, and employee training. According to the findings, the tourists complain about the low-quality of hotels, reservation problems, tours’ organizational problems, and the differences between declared prices, and paid prices. The study enlightens the tourists’ views for e-complaints in the tourism industry for researchers and practitioners.

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