Akademik Veri Yönetim Sistemi
İstanbul Aydın Üniversitesi Sosyal Bilimler Dergisi, cilt.16, sa.4, ss.607-626, 2024 (Hakemli Dergi)
Due to developments in information and communication technologies, social media channels have become one of the most important tools utilized in the exchange processes between consumers and businesses. Particularly due to the nature of tourism products, which cannot be experienced beforehand, feedback regarding the complaints of tourists who have already experienced the product is highly important in the decision-making processes related to tourism. Based on this information, the study focuses on examining the complaints of foreign tourists about accommodation businesses, which are among the most critical components of tourism enterprises. The examination of foreign tourists’ complaints was deemed appropriate in the context of Kayseri, a destination that is striving to gain global recognition in health, cultural, and winter tourism, and where no prior study on tourists’ complaints has been found. The complaints about accommodation businesses in Kayseri were decided to be analyzed based on reviews on TripAdvisor, as it is one of the most preferred social media channels globally for evaluating tourism enterprises. Therefore, the study aims to present findings and recommendations regarding the complaints of foreign tourists that will help improve the service processes of businesses in Kayseri and facilitate the decision-making processes of foreign tourists. In this regard, 314 complaints written in different languages by foreign tourists on TripAdvisor have been examined within the scope of the study. Content analysis revealed that “rooms” were the most complained-about main theme. Additionally, it was found that significant complaints were made regarding perceived service quality, intention to recommend, and the intention to return.