Abstract:

Providing customer requests and expectations is important in terms of customer satisfaction. Customers who leave their hotel satisfied may choose the same hotel again and may even recommend that hotel to their friends. Hotel businesses that ensure the satisfaction of their customers and improve their dissatisfaction can serve in the sector for many years. This study, it is aimed to determine the factors related to the dissatisfaction of the customers staying in the hotels in Bursa Uludağ during winter tourism with content analysis based on the negative comments on the Tripadvisor website. For this purpose, Turkish comments made for 9 hotels in Bursa Uludağ between the years of December-February between 2019-2022 were taken as data and analyzed with Maxqda software. According to the results of the research, 5 main factors and 18 sub-factors related to dissatisfaction were determined and these elements were named. The main factors names are as follows: (i) ski, (ii) food and beverage, (iii) design and quality, (iv) cleanliness, and (v) staff and service. Statistics related to these factors are given as descriptive information with summary tables. In addition to the identified factors, policy recommendations for improving service processes are presented.

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