Pamukkale’de Faaliyet Gösteren 4 ve 5 Yıldızlı Termal Otel İşletmelerine Yönelik EŞikayetlerin İncelenmesi
The Analysis of E-Complaints Directed to Four-Star and Five-Star Thermal Hotels in Pamukkale

Summary/Abstract: Today, before selecting a hotel, in general, the customers take a look at the online comments.checking these comments, the customers mostly glance through negative comments rather than positive ones. The former guests who previously had an experience at the hotel and shared their comments about it serve as a guide in the hotel selection for the prospective customers. This study aims to categorize the complaints made on online platforms by guests about the four-star and five-star thermal hotels in Pamukkale (Cotton Castle) in Denizli province of Turkey and to identify the topics on which these complaints mostly focused. To this end, 474 negative comments posted on the website of Tripadvisor about a total of 12 four-star and five-star hotels located in Pamukkale were evaluated via the content analysis. The e-complaints made by the thermal hotel customers were divided into different categories. Of these categories, the ones with the highest number of complaints are the categories of service, food/beverage, hotel architecture, and hotel staff. The topics with the highest number of complaints are the room/bathroom hygiene, food taste, and the staff’s attitude. In the conclusion of the study, the recommendations to urge the hotels to make necessary improvements to their products and services, take precautions aimed at the topics of complaint, and enhance customer satisfaction were proposed.

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