Yeşil Yıldız Sertifikalı 5 Yıldızlı Otellerin Tripadvisor’daki Olumsuz Yorumları Üzerine Bir İçerik Analizi: Bodrum Örneği (A Content Analysis of Negative Reviews of Green Star Certified 5-Star Hotels on Tripadvisor: The Bodrum Example)
DOI:
https://doi.org/10.21325/jotags.2025.1733Keywords:
Green StarAbstract
The purpose of this study is to evaluate the service quality perception regarding sustainability practices by analyzing the negative (bad (2 stars), terrible (1 star)) user comments on the TripAdvisor platform of five-star hotels with green star certificates operating in Bodrum. In the study conducted using the content analysis technique, one of the qualitative research methods, a total of 375 negative comments shared on TripAdvisor regarding five-star hotels with green star certificates located in Bodrum were examined. The data was evaluated with thematic analysis technique and main themes and sub-themes were created based on the comments. As a result of the analyses, it was determined that the most frequently encountered complaint topics were inadequate cleaning and hygiene, rudeness of staff attitudes and behaviors, low quality of food and beverage services, inadequate room comfort and inadequate environmental awareness practices. In particular, the user perception that the sustainability claims of some hotels are inadequate in practice is noteworthy. As a result of the study, it was emphasized that green star certified hotels should develop more transparent and effective strategies regarding environmentally friendly practices. In addition, it was concluded that online customer feedback can be an important tool in evaluating the effectiveness of sustainability policies.
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