Content Analysis of Tripadvisor Reviews of Food and Beverage Companies Operating in Şirince

Abstract

With the development of technology, consumers gather information in the internet environment before making a purchase decision in the tourism sector and the food and beverage sector under it. The positive and negative comments of consumers on the online review sites affect the decision making and buying behavior. The purpose of this study is to determine the negative customer comments on Tripadvisor regarding the restaurants operating in Şirince. Negative comments made for restaurant businesses were evaluated according to the criteria of food, staff, price, service, atmosphere and cleanliness and subjected to content analysis. It has been revealed that the criteria that restaurant customers make most negative comments are food, service and price. It has been determined that the complaints under these criteria arise due to bad and unpleasant food, cold service, slow service and expensive price. The study was ended with suggestions for restaurant managers and alternatives for future work to eliminate the problems.