Content Analysis of Online Travel Reviews on Eastern Black Sea Region’s Hotel Businesses

What is it about?

The tendency to refer to the online travel reviews during travel-related information search process is becoming increasingly evident. Taking this tendency into consideration, this paper aims at examining what hotel guests in 5 and 4-star hotels in the Turkish Eastern Black Sea Region are happy/unhappy with during their stay. A sample of 155 online travel reviews drown from TripAdvisor were content analyzed. The results suggested that guests had generally a positive experience in their stay. The socio-demographic profile of reviewers showed that reviews were posted mostly by male local tourists from almost all age groups. Hotels operating in the Eastern Black Sea Region are recommended to monitor online travel reviews and provide efficient and prompt hotel management response to both positive and negative reviews

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