Digital Footprints of Restaurant Businesses in Bolu: A Netnographic Analysis of Tripadvisor Reviews

Abstract

Purpose – This study aims to assess the satisfaction and complaint levels of customers visiting restaurants in Bolu by analyzing their online reviews. It also seeks to develop practical recommendations based on these findings. Specifically, the study evaluates customer satisfaction across various parameters, including taste, service quality, atmosphere, staff attentiveness, price/performance ratio, accessibility, hygiene, and presentation.
Design/methodology/approach – Data were collected from the online review platform Tripadvisor. The top 10 highest-rated restaurants in Bolu were selected, yielding 1,131 reviews. After removing 31 irrelevant or non-substantive comments, a total of 1,100 reviews were subjected to analysis. A netnographic approach was adopted, and content analysis was used to identify the key themes influencing customer experiences.
Results – The analysis revealed that the reviews clustered around eight primary themes: taste, service quality, atmosphere, staff attentiveness, price/performance, accessibility, hygiene, and presentation. Among these, taste was the most frequently mentioned theme, with generally positive evaluations. Nevertheless, issues related to pricing and hygiene emerged as areas requiring improvement. While aspects related to accessibility (e.g., parking and location) received mostly favorable feedback, staff-related concerns—such as stress and lack of empathy—were noted as needing attention.
Discussion – The findings suggest that restaurants in Bolu should prioritize improvements in staff attentiveness, hygiene, pricing strategies, and presentation to enhance overall customer satisfaction. In particular, the emotional connection and empathetic interaction between staff and customers, as well as the perceived value of the service relative to its cost, were emphasized. These insights offer actionable guidance for restaurant operators aiming to elevate service standards. Additionally, the results may inform public policymakers in shaping strategies for the development of gastronomic tourism in Bolu.