Online complaint behavior in tourism and hospitality industry: a bibliometric and thematic review for the last 25 years (2000–2025)

Purpose This study provides a comprehensive review of online complaint behavior in the tourism and hospitality industry over the past two decades (2000–2025). It synthesizes recent developments in the field and establishes a framework for future research. Design/methodology/approach The systematic literature review (SLR) used a keyword-based method, with Scopus as the main search database. Bibliometric analysis was performed using VOSviewer and Atlas.ti 25 to visualize thematic similarities and map the connections in online complaint behavior phenomena. Findings This study provides a comprehensive synthesis that clarifies the complex relationships among complaint drivers, experience gaps, digital influence, service recovery and strategic adaptation. Recognizing patterns in online reviews and complaints helps hospitality professionals enhance service delivery, build customer trust and maintain sustained growth in an increasingly competitive industry. Practical implications Its findings offer valuable insights for practitioners in developing effective complaint management policies, ensuring fraudulent complaints are reduced while maintaining adequate redress mechanisms for genuine customer grievances. By refining complaint resolution strategies, businesses can improve customer satisfaction and preserve service integrity in an increasingly digital hospitality environment. Originality/value To the best of the authors’ knowledge, few studies have systematically reviewed online complaint behavior. This research contributes to the advancement of knowledge in the tourism and hospitality industry by providing a comprehensive analysis of customer complaint dynamics, thus laying a foundation for future research in this evolving field.