CONSUMER SATISFACTION IN SARIKAMIŞ SKI RESORT HOTELS: A NETNOGRAPHIC STUDY

Authors : Nazan Korucuk, Levent Gelibolu

Pages : 1609-1632

Doi:10.18493/kmusekad.1631556

View : 85 | Download : 290

Publication Date : 2025-12-25

Article Type : Research Paper

Abstract :This study aims to determine the factors that affect the satisfaction of tourist consumers visiting hotels operating in Sarıkamış Ski Resort both positively and negatively. In this study, which uses the netnographic research method among qualitative designs, 1534 comments/evaluations regarding seven hotels, one of which is 3-star and three of which are 4 and 5-star, were examined. The comments/evaluations regarding the hotels were accessed via TripAdvisor website. Content analysis was used in the analysis of the data. As a result of the analysis, it was seen that 93.2% of the 3858 statements reached from 1534 comments had positive evaluations and 6.8% had negative evaluations. In the study, the factors that most enhanced satisfaction were identified as courteous and friendly staff, food, cleanliness, and location, whereas the factors that negatively affected satisfaction included poor food quality, indifferent quality staff, and inadequate hygiene. Based on these results, it can be stated that the satisfaction of tourist consumers visiting hotels operating in Sarıkamış Ski Resort was generally positive. In line with the study results, suggestions were developed for decision-makers and managers (public-private), field experts, and researchers.
Keywords : Müşteri Memnuniyeti, Netnografi, Sarıkamış Kayak Merkezi, Otel Memnuniyeti, Kış Turizmi

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