Assessment of hotels’ online complaints in domestic tourism: mixed analysis approach

Abstract

Purpose This study aims to test the complaints of tourists who visit five-star hotels in Antalya, Turkey, on those same hotels’ websites. Design/methodology/approach In the study, the data were collected with qualitative methods but analyzed with the mixed analysis method. In this context, the authors collected 1,012 comments on the website between 2016 and 2019. Findings According to the results of the study, the most intense complaints were found to be concentrated in categories such as ambience, food and staff. Originality/value First of all, it is thought that it will make an important contribution to the literature, since different methodologies are adopted in the study. In addition, online shares, evaluations and comments produce positive or negative results for the destination or business in question. It is necessary to closely monitor such activities in electronic environments, as they may have negative consequences, thus revealing the need to take corrective or preventive measures. For this reason, the research is important in terms of not having such a large-scale study in the literature and contributing to the hospitality industry.