A STUDY ON THE ANALYSIS OF E-COMPLAINTS AGAINST FOOD AND BEVERAGE BUSINESSES: THE CASE OF ALAÇATI

Abstract

TripAdvisor website; it offers tourists who experience destinations and businesses in destinations
the opportunity to comment, evaluate and share. In addition to positive evaluations of their
experiences, tourists can seek solutions and have ideas by sharing complaints. In this study, as of
September 25, 2021, it is aimed to analyze the complaints about the food and beverage businesses
in Alaçatı destination via the TripAdvisor website, using the netnography method. In this context,
using TripAdvisor's "Discover Your Destination" guide, Turkish reviews of 240 food and beverage
businesses listed for Alaçatı were collected by data mining.In order to analyze the data correctly and meaningfully, “Bad” and “Terrible” comments in the
“Traveler Score” category were included in the research. In the research data collection process, a
total of 1586 complaints about the food and beverage businesses in Alaçatı destination were reached
by using WebHarvy Web Scraping Software and MAXQDA 2020 programs. It has been determined
that these complaints-containing comments include 6185 different complaints. User's complaint
comments; they are classified under the main themes of “Price”, “Service Area and Physical
Environment”, “Menu”, “Employee”, “Service” and “Food and Beverage Quality”. As a result of
the research; 32.8% of users are price, 20.6% food and beverage quality, 17.1% employee, 14.1%
service, 8.5% service area and physical environment and it has been determined that 6.9 of them are
related to the menu. In addition, it was determined that TripAdvisor users shared many complaints
about the food and beverage businesses in Alaçatı destination, generally about the expensiveness of
the products, the quality of the employee and the service understanding.