Abstract:

It is known that potential tourists collect information from many different sources, especially their immediate surroundings, during the travel planning process. However, individuals who are not satisfied with this information, especially travel review sites, which have become more popular recently, have started to be preferred more because access is free and easy. Reviews on these websites significantly influence the decisions of potential tourists. Positive comments on these sites lead customers to prefer that enterprise, while negative comments contribute to not prefer. Among these travel review sites, one of the most popular sites is TripAdvisor. In this study, online reviews with complaints about accommodation businesses registered on TripAdvisor, one of the famous travel review sites, operating in Kastamonu were examined. The purpose of the study is to reveal a general framework of the reasons for dissatisfaction and to raise awareness in terms of tourism enterprises by analyzing the reviewed comments. In this study, content analysis technique was used and coding was done through the "MAXQDA 2022" program in the analysis of the data. According to the results obtained, it was determined that the complaints about the accommodation establishments in Kastamonu, about rooms, food and beverage, personnel, front office and price came to the fore. Complaints such as heating/cooling of rooms, poor quality and low variety of food and beverages, high prices, indifference of personnel, and lack of interlocutor in the enterprises were determined as the most dissatisfied issues of the customers. In this context, some suggestions have been made to improve accommodation businesses.

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