A Comparative Analysis of TripAdvisor Reviews from eWOM Perspective

This research compares TripAdvisor data with managers' opinions from the eWOM perspective. In this study, TripAdvisor data of accommodation businesses operating in Kastamonu were determined and compared with the data obtained from the managers. Content analysis and interview techniques, which are among qualitative research methods, were used in the research. The reviews of the top 10 accommodation businesses with the most comments on TripAdvisor in Kastamonu were analyzed. Additionally, face-to-face interviews were conducted with the managers of accommodation businesses. Nine out of ten accommodation businesses agreed to the interview. Comments and interview statements were divided into themes, grouped, and coded. The MAXQDA analysis program was used to visualize the encoded data. The findings of the research revealed that negative comments are most likely on “service”, “noise”, and “food” themes, while positive comments are on “service”, “staff”, and “food” themes. Managers stated that TripAdvisor plays an important role, especially in sales/marketing, and that they regularly follow and respond to TripAdvisor's comments. The findings clearly show that accommodation businesses should take online reviews into account. In this context, accommodation businesses should include social media platforms in their strategic management processes.