An Analysis of Customer E-Complaints about Hotel Enterprises

Purpose –The aim of the current study is to investigate the reflections of hotel guests' complaints on web-based customer-opinion forums. For this purpose, negative guest reviews about 4-and 5-star hotel establishments were examined through Tripadvisor.com, which is a tourism-related social media platform and the world's largest travel site. The complaint's main themes and their sub-themes that caused the comments were also identified.Design/methodology/approach –In the study, the content analysis method was employed as a qualitative approach. In the scope of the research, all reviews in all languages against all 4-and 5-star hotels in Konya posted to Tripadvisor.com were investigated. The content analysis was conducted by the MAXQDA 2020 program. The data were also described in termsof frequency and percentage using descriptive statistics.Findings –According to the results of the study, male guests were more unhappy with the hotels than female ones. The majority (33,6%) of the e-complaints from guests had to do with the hotels' food and beverage offerings, especially the quality and variety of the food and beverages.Discussion –Customer satisfaction is very important in the hotel industry. Swiftly, effectively, and professionally resolving problems can help to avoid unfavorable reviews and comments from guests. In this respect, hotel management can adopt a number of proactive measures to reduce the spreading of negative word-of-mouth on social media and travel websites.