Abstract:

TripAdvisor has become one of the innovative tools in the tourism sector, providing opportunities such as hosting opinions, making comparisons and advertising among social networks. The aim of this study is to contribute to the development of marketing communication strategies of business managers by revealing the perception levels and dimensions of the customers of hotel restaurants in the Eastern Black Sea Region about the quality of the service provided. Qualitative research method, descriptive research approach and scanning model were adopted in the study. Secondary data were used in the study. The criterion sampling technique was used to collect the study data. TripAdvisor reviews of restaurants in 4 and 5 star hotels in the Eastern Black Sea Region were examined. Content analysis was applied to the obtained data. As a result of the content analysis, 3 thousand 6 comments were found. These comments were coded under 117 statements by taking expert opinions. There are 53 positive and 64 negative statements were described. These statements were then classified into 5 categories. The determined categories were named as “food and beverage”, “service quality and presentation”, “design and atmosphere”, “price” and “cleanliness and hygiene”. There are 2701 positive and 935 negative comments under these categories.