Exploring tourist experiences in mountain hotels: A qualitative look at online reviews

Abstract

This study examines tourist experiences in mountain hotels within Uludağ, Türkiye's premier winter tourism destination, by conducting a qualitative analysis of online reviews on TripAdvisor. In winter tourism, electronic word-of-mouth (eWOM) plays a pivotal role, as guest reviews directly impact booking decisions and overall destination appeal. Findings from this study reveal that food quality, room comfort, and staff interactions are crucial determinants of guest satisfaction, while dissatisfaction often arises from limited menu variety, room cleanliness, and issues in common areas. Unique elements of Uludağ's environment, such as scenic landscapes and winter sports, significantly enhance guest experiences, underscoring the importance of integrating cultural assets into the hospitality offerings. The study highlights the potential of eWOM as a feedback mechanism for mountain hotels to address weaknesses, improve service quality, and better align with customer expectations. These insights suggest that addressing critical areas for improvement and leveraging Uludağ's unique local features could enhance its competitiveness in the winter tourism market, fostering both customer loyalty and regional development.