Kars’ta Faaliyet Gösteren Otel İşletmelerinin Tripadvısor Yorumlarına Yönelik Nitel Bir Analiz (A Qualitative Analysis of Tripadvisor Reviews of Hotels Operating in Kars)

Neşe SALİK ATA

doi:10.63556/jotags.2026.1853

Authors

Neşe SALİK ATA

DOI:

https://doi.org/10.63556/jotags.2026.1853

Keywords:

Kars, Accommodation businesses, TripAdvisor, Online reviews, Customer complaints, Qualitative content analysis, Service quality

Abstract

This study examines the negative reviews shared on the TripAdvisor platform regarding accommodation establishments operating in the province of Kars, Türkiye, using a qualitative content analysis method. The primary aim of the research is to identify the types of complaints derived from guests’ online experiences, categorize them within a thematic structure, and raise awareness among local accommodation establishments regarding areas in need of service improvement. The sample of the study consists of 14 accommodation businesses listed on TripAdvisor and reviewed by users. A total of 1,372 comments were analyzed, 268 of which were identified as complaints. Through coding conducted with the MAXQDA 2024 software, 1,011 complaint codes were obtained under 12 main themes and 53 sub-themes. The findings reveal that complaints predominantly focus on room features and comfort, cleanliness and hygiene, breakfast quality and variety, staff attitude and service quality, and reservation-management issues. The results emphasize that improvements in these frequently criticized areas hold critical importance for enhancing customer satisfaction and strengthening the overall image of the destination.

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