Analysis of customer experiences with qualitative methods: An application in Uludağ Ski Resort

There is word of mouth communication among the communication tools that have been going on since the existence of humanity. After users started to share their experiences on the Internet, this form of communication, called online word of mouth, especially affected the tourism sector. Today, with the development of technology, online word-of-mouth communication, which is concentrated in terms of use, creates an advertising effect for businesses when used correctly. In this study, it is aimed to analyze the negative comments of the hotel customers who come to the hotels in Bursa Uludağ for winter tourism, as a result of their experiences, on the Tripadvisor website, with qualitative analysis methods. With the findings obtained, hotel managements in Bursa Uludağ will have provided important feedback about their customers, and thus they will have the opportunity to improve the negative aspects of the feedback they have obtained. In other words, it will contribute to the improvement of a service process.